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Modeling a Formative Measure of Relationship Quality and Its Effects: Evidence From the Hong Kong Retail Banking Industry

This article explores a formative, hierarchical model of relationship quality and its effects in the Hong Kong retail banking services sector. Data were collected from a survey of 269 customers and analyzed using structural equation modeling (SEM). The findings support the theoretical framework showing relationship quality impacts repurchase intention, cross-buying intention, recommendation behavior, and reduced switching behavior to competitor offerings. Further, a moderating effect of gender was not observed in the framework. The study offers relevant implications as it is among the first to adopt a hierarchical, formative configuration of relationship quality and its effects on consumer behavior in retail banking.