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The study seeks to establish the role of relationship marketing orientation of banks and customer attributions of the transgression in customers’ continuance intentions and loyalty towards the bank after a brand transgression. A moderated mediation model showing relationships between relationship marketing orientation, customer commitment and customer loyalty intentions after a real-life transgression was formulated. In a survey conducted among 340 bank customers in India, results suggest positive and significant roles of relationship marketing orientation on relationship continuation intentions and customer loyalty, after a transgression. The strengths of these intentions varied according to the customers’ perceptions of the bank’s active role in the transgression. However, contrary to expectations, customers who perceived a more active role of the bank in the transgression, showed stronger intentions of continuing their relationship with the bank.

Customers’ relationship maintenance and loyalty intentions after a brand transgression: a moderated mediation approach