The Role of Long-Term Orientation and Service Recovery on the Relationships between Trust, Bonding, Customer Satisfaction and Customer Loyalty: The Case of Nigerian Retail Banks

  •  Muhammad Mujtaba Abubakar    
  •  Sany Sanuri Mohd Mokhtar    
  •  Aliyu Olayemi Abdullattef    


In spite of consolidation of Nigerian retail banks, the industry is still embattled by customer complaints, lost of customer confidence and loyalty erosion. Extant literature has amply reported the associations between relational dynamics of trust, bonding, customer satisfaction and customer loyalty. However, these reports are contradictory and thus, inconclusive. Meanwhile, literature has argued extensively on the influence of cultural values on customer decision making and buying behaviour. Yet, very little is known of the interaction effect of long-term orientation on the link between trust, bonding and customer satisfaction in retail banking sector. Similarly, while several studies have documented the significant effect of customer complaints on customer loyalty, there is no noticeable research evidence on the intervening effect of service recovery on the relationship between the independent and the dependent variables. To fill these gaps, this conceptual paper is written.

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