SC of THE MODERATING ROLE OF COLLECTIVISTIC ORIENTATION IN RELATIONAL BONDING PRACTICE AND BANK CUSTOMER LONG-TERM ORIENTATION

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SC of THE MODERATING ROLE OF COLLECTIVISTIC ORIENTATION IN RELATIONAL BONDING PRACTICE AND BANK CUSTOMER LONG-TERM ORIENTATION

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This paper examines the influence of customer relational bonding, customer citizenship
behavior foci, long-term orientation, and the moderating role of customer collectivistic
orientation in service interactions. The research is focused on Indonesian customers and is
situated in the banking sector. Data analysis was conducted following data collection via cross-
sectional and quantitative survey methods. The model’s proposed relationships were tested
using partial least squares based on structural equation modeling.
Empirical studies prove that structural bonding positively affects organization-directed
citizenship behavior (O-CCB), while social bonding positively influences customer-directed
citizenship behavior (C-CCB). Additionally, customer citizenship behavior also has a
significant impact on long-term customer orientation (LTO). The research also confirmed that
collectivistic orientation strengthens the influence of relational bonding toward customer
citizenship behavior foci. This study benefits the financial services sector by demonstrating the
importance of relational bonding and citizenship behavior foci as critical components in
achieving long-term relationship goals.
This research is an initial research paper in the Indonesian banking sector that empirically
verifies the linkage of a proposed variable in determining long-term relationship maintenance
and explaining collectivism orientation as a moderating mechanism in strengthening customer
citizenship behavior.


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Item Type
Similarity Check
Penulis
Aneu Yulianeu - Personal Name
Student ID
0424077602
Dosen Pembimbing
Penguji
Kode Prodi PDDIKTI
57401
Edisi
Submitted
Departement
Kontributor
Bahasa
English
Penerbit ABAC JOURNAL : Thailand.,
Edisi
Submitted
Subyek
No Panggil
Vol. 43 No. 2 (2023): April-June
Copyright
Individu Penulis
Doi

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