What’s important for relationship management? The mediating roles of relational trust and satisfaction for loyalty of cooperative banks’ customers

Abstract Building on the corporate reputation model, this study investigates drivers of customer-based reputation. We consider two dimensions (i.e., cognitive dimension competence and affective likeability, their effects customer satisfaction loyalty). Adapting model to banking sector, we theoretically extend by reasoning that relational trust are mediators relationship between loyalty. Studying a sample 675 customers members cooperative banks in Germany, find perceived attractiveness be most important driver Furthermore, confirm positive loyalty, mediating effect both trust. With our study, give support for proposition satisfaction's as well trust’s role research, expand knowledge well-known which has high relevance implications marketing research management practice.