Enhancing self-brand connection in service firms with special reference to commercial banks in Sri Lanka

The main aim of this research study is to investigate the drivers of Self-Brand Connection (SBC) in service organisations. The findings of this study can be useful to form strong and enduring SBC in service firms, which will bring various benefits to service business. Literature review suggests Satisfaction, Trust, Affective Commitment and Rapport are the drivers of SBC. This study investigates SBC in the context of banks, and the data was collected from 451 customers of Sri Lankan commercial banks. A structural equation model was run to test the hypotheses. The findings revealed that, of the drivers, Satisfaction, Trust and Affective Commitment significantly enhanced SBC in commercial banks. Based on these findings, implications to theory and practice have been discussed.