The dynamic role of rapport on satisfaction-commitment relationship: Testing alternative models

Purpose – This study aims to capture the mediation role of customer-frontline employee rapport on customer satisfaction and affective, calculative, and normative commitment by using three alternative models. It also verifies the moderation effect of relationship age on the rapport satisfaction link in each alternative model.

Methodology – The survey data collected from bank customers were analysed using structural equation modeling with the partial least square method.

Findings – Results confirmed rapport as a significant mediator between satisfaction and each of the three types of commitment. Relationship age significantly moderates the links between rapport to affective and normative commitment but not to calculative commitment.

Research limitations – Additional findings from ‘Importance-Performance analysis’ suggest satisfaction is more import to customers than rapport for developing commitment, so further investigations can reveal the underlying reasons. Also, complementary mediation shows one or more missing mediators, which calls for future research.

Practical implications – Managers need to use rapport strategically with customers in different relationship ages to build different types of commitment. Specific tactics to build rapport and possible long run implications for developing affective, calculative and normative commitment have been discussed in the ‘note to practitioner’ section.

Originality – Using ‘Broaden and Build’ theory, the study extends literature by confirming the mediation influence of rapport on satisfaction and three types of commitment relationships.