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 ofMouth (WOM) communication in banking services. The researchers have examined theinter-linkages between customer bonding, customer commitment and customers'positive WOM communications. Independent constructs were developed for all the threecomponents under study and reliability and validity were examined. It is clearlyestablished that customer bonding and customer commitment have significant impact onWOM communication of customers. Customer's readiness to express positive WOMvaries on the basis of their demographic features like age and the level of income.