Communication A Tool To Build Relationship Quality: Evidence From Indian Retail Banks

The purpose of this paper is to study the effect of communication on relationship quality dimensions such as trust and commitment in retail banks. Data were gathered from the retail bank customers in Chennai, India using a validated questionnaire. A total of 247 customers were participated in the study. Smart PLS has been used for the SEM analysis. The results of the study show that communication explains about 34 percent and 35 percent of variations in trust and commitment. The results also reveal that trust is significantly associated with commitment. This paper assesses the impact of communication on relationship quality dimensions such as trust and commitment among retail banks customers in Chennai, India. Thus, this study helps organization in understanding the significance of communication as a tool to build a quality relationship through Customer trust and commitment