Więzi relacyjne w badaniach usług finansowych – ujęcie metodologiczne
Relational bonds in financial services research – methodological perspective

Summary/Abstract: Relational bonds are one of the key aspects of relationship marketing. In the literature it is assumed that in addition to satisfaction, trust or market communication, they determine the shape and stability of customer relationships. At the same time, it is stated that 160 Edyta Rudawska the bond to emerge not only episodes − contacts need to occur but also a certain state of emotions, which appear without coercion but as a result of care, support, trust, attachment, respect, etc. There are a lot of concepts of relational bonds, however, the most frequently cited is the concept of L.L. Berry, who distinguished three types of bonds: financial, social and structural. The aim of the paper is the review of the research showing the measurement methods of relational bonds proposed by Berry.

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