Proceedings of the 1st International Conference on Economics, Management, Accounting and Business, ICEMAB 2018, 8-9 October 2018, Medan, North Sumatra, Indonesia

Research Article

Behavioral Intentions as an Impact of Customer Satisfaction In Retail Banking

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  • @INPROCEEDINGS{10.4108/eai.8-10-2018.2288741,
        author={Ridho Bramulya Ikhsan and Hartiwi  Prabowo},
        title={Behavioral Intentions as an Impact of Customer Satisfaction In Retail Banking},
        proceedings={Proceedings of the 1st International Conference on Economics, Management, Accounting and Business, ICEMAB 2018, 8-9 October 2018, Medan, North Sumatra, Indonesia},
        publisher={EAI},
        proceedings_a={ICEMAB},
        year={2019},
        month={10},
        keywords={marketing relationship customer orientations of service employee satisfaction behavioral intentions retail banking lampung},
        doi={10.4108/eai.8-10-2018.2288741}
    }
    
  • Ridho Bramulya Ikhsan
    Hartiwi Prabowo
    Year: 2019
    Behavioral Intentions as an Impact of Customer Satisfaction In Retail Banking
    ICEMAB
    EAI
    DOI: 10.4108/eai.8-10-2018.2288741
Ridho Bramulya Ikhsan1,*, Hartiwi Prabowo1
  • 1: Management Department, BINUS Online Learning, Bina Nusantara University, Jakarta, Indonesia
*Contact email: ridho.bramulya.i@binus.ac.id

Abstract

This study investigates customers behavioral intentions as an impact of customer satisfaction retail banking which measured by marketing relationship activities and customer orientation of service employee (COSE) using structural equation modelling (SEM). This study was conducted among 400 customer of commercial bank in Lampung with proportional distribution. The essence of this study is that customer will have the intentions to behave positive or negative sense based on the level of customer satisfaction as marketing relationship activities and customer orientation of service employee. Beside that, this study indicates that customer satisfaction as an intervening between marketing relationship and customer orientation of service employee toward behavioral intentions. Overall, bank managers must create their employees to have customer-oriented attitude by establishing long-term relationship based on marketing relationship activities.