A model of an organization–public relationship for the banking industry

This study was designed to investigate the efficacy of healthy relationship outcome indicators—control mutuality, satisfaction, trust, and commitment—on a public's behavior and attitude toward the banking industry. The relationships between five national retail banks and their customers were measured to test for effects on customers’ attitudes and behavior. Results indicated that all four of the relationship outcome indicators played a significant role in predicting publics’ attitudes toward most of the banks examined.