The Influence of Relationship Quality on Customer Loyalty in the Dual-Banking System in the Northern States of Peninsular Malaysia

While relationship quality has been known as one of the most influential predictors of customer loyalty, relational norms are also likely to have an impact on relationship quality and customer loyalty. However, limited research shad been conducted on the relationships between relational norms, relationship quality, and customer loyalty in a single framework and in business-to-consumer context. Therefore, this study intends to investigate the relationships between relational norms and relationship quality, and between relationship quality and customer loyalty. Results indicate that a mediation effect of relationship quality exists on the link between relational norms and customer loyalty.