Behavioral Intentions as an Impact of Customer Satisfaction In Retail Banking

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.