Presented to

Sir Yasir
Presented by
Sana javaid

The mediating effect of customer intimacy perceptions on the

trust commitment relationship

Introduction
Problem statement
Education plays important role in the progress of a

country. The studies have explored that the customer

intimacy plays an important role in marketing
relationship context.
Brock and Zhou (2012) explained in the development of
customer intimacy which plays an integral role in
business to business relationship and that concept is also
distinct to other studied concepts such a commitment
and trust relationship.soo our problem statement is the
Which is the effect of customer trust on customer
commitment?

Count
Research questions

What is the relationship between customer

commitment and customer trust?

What are the mediating impact of interactive
communication, social bonds on the customer
commitment and customer trust relationship?
What is the relationship between customer
commitment, customer trust, social bond and
interactive communication?

Count
Research objective

To identify the relationship between customer

commitment and customer trust.

To explore the mediating impact of interactive
communication, social bonds on the customer
commitment and customer trust relationship.
To see the effect of customer trust on customer
commitment.
To analyze the relationship between customer
commitment, customer trust, social bond and interactive

communication

Count
Significance of study

Some researchers have too much attention on

the antecedents of trust, faith but fail to focus

on the interactions between trust and
customer relationship. We test a model to
explore the mediating effects of interactive
communication and social bond.

Literature Review

Definitions
Interactive communication
Customer commitment
social bond
Customer trust

Interactive communication and customer commitment

Trust promote the interactive communication between customer and services

providers. It also explains trust was the strongest between them. There is a
limited body of research which points toward the impact of communication on
organization commitment.
Guzley (1992) proposed that customer perception toward a organization
communication was positivity correlated with the organization commitment.

Customer commitment and social bond

.

social bonds developed within the providers consumer may be

more able to maintain ongoing relationship with service

provider.
But when the social bonds exits the realiter consumer are more
likely to remain loyalty to a salesperson

Social bond and customer trust

In the social bond it become difficult for the consumer to disengage from
the relationship and decision by a consumer.
Communication is a one of the most important key to know the firm
work.
It helps to know the extent of developed knowledge and to recognized
the levels of the main characteristics of personal relationships. Social
bonds have positive influence on the communication and trust.

Customer trust and interactive communication

The research proposes that communication

relationship along with a share value, an antecedent of

trust and shortage of opportunistic.
According to identification of different components
of interactivity communication it seems that the
perception of interactivity communication has a
significant impact on customer trust. While the
interactivity could extend into relationship building to
explain consumer trust

Interactive communication and social bonds

Interactive communication facilities the development

of social bonding between the service provider and

customer.
It also lead the discovery of similarities thereby
encourage a sense of closeness.

Customer trust and commitment

According to research trust and commitment
relationship should be fully mediated by
communication.
Trust is a drive commitment in service relationship
and service provider.
Trust and commitment influence
customer retention: insights from business-tobusiness services.

Theoretical Framework:

Hypothesis
H1: There is a direct positive relationship between customer trust and interactive
communication.
H2: There is a direct positive relationship between customer trust and social bonds.
H3: There is a direct positive relationship between interactive communication and
customer commitment.
H4: There is a direct positive relationship between interactive communication and
social bonds

Methodology
In our study we use the quantitative technique to test the
hypothesis. It is called empirical research in which we studies the
cause and effect relationship.
Population
The study involve students studying in business management ,arts
and math from:
Gujarat university Hafiz Hayat Campus,
GT road Science Campus,
Marghazar Campus and
Railway road Campus

Sampling Design:
Sample is taken from different colleges of District
Gujrat.Multistage sampling technique of cluster
random sampling will be used .
First sample is taken at stage 1 by using .Again
new sample will taken from previous one at stage
2 .Similarly final sample will be selected in stage 3.
Twelve different Colleges from Gujarat will be
selected for study by using simple random sampling
.Total 5 colleges will be selected as final sample by
using multistage sampling technique. Total 5
colleges will be selected as final sample by using
multistage sampling technique and 64 students
from each college will selected .Sample size used in

Data collection methods:

Questionnaires will be used to conduct the

research and the questionnaires will be

administered personally by visting the
Schools. Questionare is based on 5 point scale
from option 1 (strongly disagree) to option 5
(strongly agree).