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A REVIEW OF THEORY AND EMPIRICAL EVIDENCE, AND HYPOTHESES FORMULATIONS

Chapter 2 has two main aims. The first aim is to sharpen the definition of meaningful concepts or constructs which come from the research questions in Chapter 1 and to explain the complexity of the bank-client relationship. Through a review of theoretical and empirical evidence, the concepts which are chosen, like bank relationship, relationship marketing, organizational learning, performance, etc., can be measured empirically in survey and case studies. The first aim is achieved through a critical review presented in sections 2.1 until 2.9. These sections review a possible cross-fertilization among different lines of interdisciplinary fields of study, particularly concerned with cross-fertilization of bank relationships, relationship marketing, and organizational learning studies. Some of the studies pay attention to the impact of a bank relationship, relationship marketing, and organizational learning on business performance separately. By seeing some common elements of the main concepts, such as duration of a relationship among parties in business transactions, economic of information, value creation, etc., the concepts are integrated to achieve the second aim. The second aim is to formulate testable hypotheses, which will then be presented in a path diagram as hypothesized models of both a bank performance model and a client intention to leave model. The hypothesized models are discussed in section 2.11. Both sets of models are complementary in order to shed light on the sustainable performance of BPR. These models are concerned with the explanatory study that will be presented in Chapter 7 and Chapter 8 respectively. However, they do not explain all of the research questions, as they only address the third and fourth research questions. Chapter 5 and Chapter 6 are exploratory studies that precede these chapters and deal with research questions one and two. Beyond the analysis of these four chapters, the relationship process is a complicated matter, as the problem of asymmetric information is not easily solvable. As seen from the viewpoints of (1) the value chains and supply chains of business and social relationships, (2) the geographical proximity, and (3) the principal agency relationship, then the relationship processes among parties seem to be a complex undertaking. Indeed, an additional case study is needed to seek relevant data to answer the last research question. Chapter 9 will elaborate on the complexity of relationships, particularly relationships between banks and clients.