Loyalty Intentions, Satisfaction, Commitment, Trust and Mediating Effects of Customer Involvement at Bank Negara Indonesia Purwokerto Branch Office

Wirawan Pradana, Agus Suroso, Lusi Suwandari

Abstract


Objectives are the purpose of this paper is to determine the mediating impact of customer involvement on
the relationship between relationship quality and antecedent values namely commitment, customer
satisfaction, and trust, and the consequence, namely loyalty intentions in loan customers at PT Bank Negara
Indonesia (Bank BNI) Purwokerto Branch. Design / Methodology is descriptive research design that is
quantitative in nature which was carried out and obtained responses from loan customers was analyzed.
Findings the loan customer manager of Bank BNI Purwokerto branch must be involved in customer
engagement by implementing strategies that can create customer commitment, foster customer satisfaction
and build trust. Facilitating customer engagement can lead to higher loyalty intentions among loan
customers to banking companies. Limitations / Implications of the Research is this investigation provides
a greater understanding of the relationship and the importance of customer engagement theory and its
impact in strengthening the relationship between the factors of customer satisfaction, trust, commitment
and customer loyalty. Practical implications from the managerial overview, it was found that the customer
manager of the Bank BNI Purwokerto branch loan must be involved in customer engagement that
implements strategies that encourage customer commitment, ensure customer satisfaction, and build
confidence. Originality/Value this study provides a view on the role and relationship of relationship quality
as well as value factors with customer engagement, then simultaneously assessed for their role on customer
loyalty.
Keywords: Satisfaction; Trust; Commitment; Customer Engagement; Loyalty Intentions.


References


Fauzia, Mutia. 2020. Pertumbuhan Kredit BNI Hanya 8,6 persen di Tahun 2019. Dalam

money.kompas.com, 22 Januari 2020. Retrieved https://money.kompas.com

/read/2020/01/22/193433626/pertumbuhan-kredit-bni-hanya-86-persen-di-2019.

Thakur, R. (2016), “Understanding customer engagement and loyalty: a case of mobile devices for

shopping”, Journal of Retailing and Consumer Services, Vol. 32, pp. 151-163.

de Matos, C. A., & Rossi, C. A. V. (2008). Word-of-mouth communications in marketing: A meta-analytic

review of the antecedents and moderators. Journal of the Academy of Marketing Science, 36(4), 578–

https://doi.org/10.1007/s11747-008-0121-1

Hapsari, R., Clemes, M. D., & Dean, D. (2017). The impact of service quality, customer engagement and

selected marketing constructs on airlines passengers loyalty. International Journal of Quality and

Service Sciences, 9 (1), 21–40

Hennig-Thurau, T., Gwinner, K.P., and Gremler, D.D. (2002), “Understanding relationship marketing

outcomes an integration of relational benefits and relationship quality”, Journal of service research, Vol. 4 No. 3, pp. 230-247.

Nan, Xiaoli and Heo, Kwangjun (2007), “Consumer responses to corporate social responsibility (CSR)

initiatives: examining the role of brand cause fit in cause related marketing”, Journal of Advertising,

Vol. 36, No. 2, pp. 63-74.

Keisidou, E., Lazaros, S., Maditions, D.I., & Thalassinos, E.I. (2013). Customer satisfaction, loyalty and fi

nancial performance: a holistic approach of the Greek banking sector. International Journal of Bank

Marketing, 31(4), 259-288. doi:10.1108/IJBM-11-2012-0114.

Choi, B. and La, S. (2013), “The impact of corporate social responsibility (CSR) and customer trust on the

restoration of loyalty after service failure and recovery”, Journal of Services Marketing, Vol. 27 No.

, pp. 223-233.

Ennew, C. and Sekhon, H. (2007), “Measuring trust in financial services; the Trust Index”, Consumer

Policy Review, Vol. 17 No. 2, pp. 62-68.

Järvinen, R.A. (2014), “Consumer trust in banking relationships in Europe”, International Journal of Bank

Marketing, Vol. 32 No. 6, pp. 551-566.

Revilla-Camacho, Maria & Vega-Vazquez, Manuela & Cossío-Silva, Francisco-José. (2017). “Exploring

the customer's intention to switch firms: The role of customer-related antecedents.” Psychology &

Marketing. 34. 1039-1049. 10.1002/mar.21043.

Bügel, M.S., Verhoef, P.C. and Buunk, A.P. (2011), “Customer intimacy and commitment to relationships

with firms in five different sectors: preliminary evidence”, Journal of Retailing and Consumer

Services, Vol. 18 No. 4, pp. 247-258.

Brodie, R. J., Ilic, A., Juric, B. and Hollebeek, L. (2013). "Consumer engagement in a virtual brand

community: An exploratory analysis", Journal of Business Research,Vol. 66 No. 1, pp. 105-114.

Van Doorn, J., Lemon, K. N., Mittal, V., Nass, S., D., P., Pirner, P. and Verhoef, P. C. (2010). "Customer

engagement behaviour: Theoretical foundations and reserach directions", Journal of Service

Research,Vol. 13 No. 3,pp. 253-266.

Hasan, Haslinda., Kiong Teo Poh., Ainuddin, Raja Azimah. 2014. “Effects of Perceived Value and Trust

on Customer Loyalty towards Foreign Banks in Sabah, Malaysia ”. Global Journal of Emerging

Trends in e-Business, Marketing and Consumer Psychology, An Online International Research

Journal (ISSN: 2311-3170), 2014 Vol: 1 Issue 2 .

Anderson, E.W. and Mittal, V. (2000). Strengthening the satisfaction profit chain. Journal of Service

Research, 3:107-120.

Han, H. and Hyun, S.S. (2018), “Role of motivations for luxury cruise traveling, satisfaction, and

involvement in building traveler loyalty”, International Journal of Hospitality Management, Vol. 70,

pp. 75-84.

Petzer, D. J., & Van Tonder, E. (2019). Loyalty Intentions and Selected Relationship Quality Constructs:

The Mediating Effect of Customer Engagement. Internationa Journal of Quality and Reliability

Management.

Brodie, R. J., Hollebeek, L. D., Jurić, B., & Ilić, A. (2011). Customer Engagement: Conceptual Domain,

Fundamental Propositions, and Implications for Research. Journal of Service Research, 14(3), 252–

https://doi.org/10.1177/1094670511411703

Abror, Abror & Patrisia, Dina & Engriani, Yunita & Evanita, Susi & Yasri, Yasri & Dastgir, Shabbir.

(2019). Service quality, religiosity, customer satisfaction, customer engagement and Islamic bank’s

customer loyalty. Journal of Islamic Marketing. ahead-of-print. 10.1108/JIMA-03-2019-0044.


Refbacks

  • There are currently no refbacks.