The Role of Satisfaction as Mediation Influence Relational Benefits against Bank Customer Commitment: Survey on Institutional Customers

Abstract

Customers assess bank services based on the benefits received and have implications for their attitudes and behaviors. This research aims to examine the influence of relational benefits on customer satisfaction and customer commitment, especially on institutional customers. The survey was conducted on 60 educational institutions in the Special Region of Yogyakarta, Indonesia, which partnered with government banks. Purposive sampling was employed to generate research sample and a closed questionnaire utilized as a data collection tool. The analysis tool used is WarpPLS. Study results indicate that relational benefits influence significantly on customer satisfaction, customer satisfaction influence significantly on customer commitment, but relational benefits did not have effect on customer commitment. This finding shows that customer satisfaction has an important role as a mediator in the long-term relationship between banks and customers. The practical implication of this research is to provide advice to bank managements to transfer the value needed by institutional customers. Keywords— Relational benefits; Customer satisfaction; Customer commitment