Chapter 3: Exploring Trust Dynamics in Online Relationship Marketing and Customer Outcomes Within the Banking Sector

Online marketing has come to stay and a revolution in the way companies are now forming relationships with their customers. The aim of this chapter is therefore to establish the link between the two key dimensions of online marketing relationships (engagement and interactivity) and online trust-mediated consumer outcomes (eWoM, feedback intentions, and e-loyalty) in the banking sector in Ghana. The study is quantitative, survey and convenience sampling with Amos to run SEM for testing of hypothesis so as to establish a relationship between variables. Resultantly, the two constructs of ORM were found to have significant effect on trust. Trust also generally has positive effect on all the three customer outcomes except trust on feedback. Through a quantitative study of customer perceptions, this research has shed light on the multifaceted nature of trust and its significance in shaping customer attitudes, behaviours, and experiences in the online banking environment. Finally, the exploration of trust dynamics in online relationship marketing and customer outcomes within the banking sector provides valuable insights into the complex interplay between trust, online interactions, and customer perceptions. By prioritizing trust-building initiatives and implementing customer-centric strategies, banks can enhance customer outcomes, strengthen relationships, and differentiate themselves in the competitive banking sector. Banks must be aware of the importance of online relationship marketing as a strategy for enhancing trust, loyalty, positive WoM, and customers' feedback intention. The originality lies in the use of the three customer outcomes, the interplay between two theories (service-dominant logic and social exchange theory) to explain ORM.