INTER LINKAGES BETWEEN CUSTOMER BONDING, CUSTOMER COMMITMENT AND POSITIVE WORD OF MOUTH IN BANKING SERVICES

Little attention has been paid by researchers on the significance of Word of<br>Mouth (WOM) communication in banking services. The researchers have examined the<br>inter-linkages between customer bonding, customer commitment and customers'<br>positive WOM communications. Independent constructs were developed for all the three<br>components under study and reliability and validity were examined. It is clearly<br>established that customer bonding and customer commitment have significant impact on<br>WOM communication of customers. Customer's readiness to express positive WOM<br>varies on the basis of their demographic features like age and the level of income.