Using empirical data derived from the Greek banking sector, the authors attempt to model the influence of bank‐specific (market orientation) and customer‐specific (comparison shopping, influence by word‐of‐mouth‐communication and personal relations with banks’ employees) parameters...

Building on previous studies which suggested that trust is a critical factor in facilitating exchange relationships, the authors investigate with empirically derived data the role of service quality and customer bonding as antecedents of trust in relatively newer vis‐à‐vis a relatively...