Relational Benefit Yang Dimediasi Oleh Customer Intimacy Serta Pengaruhnya Terhadap Customer Loyalty Bank Sinarmas Pasca Pandemi
Abstract
This study examines the effect of relational benefits on customer loyalty at Bank Sinarmas post-pandemic, with customer intimacy as a mediating variable. Data were collected from Bank Sinarmas customers in Jakarta through surveys and analyzed using Partial Least Square-Structural Equation Modeling (PLS-SEM). The results indicate that relational benefits positively influence customer intimacy and loyalty. However, customer intimacy does not significantly mediate this relationship. This study provides insights for banking institutions to enhance customer loyalty through relationship-based marketing strategies.
Fields of Study & Subjects
Customer Service Quality and Loyalty
Consumer Behavior and Marketing Influence
Customer churn and segmentation
Publication details
- Journal / source
- Lentera Multidisciplinary Studies
- Volume
- 4
- Issue
- 2
- Pages
- 96–107
- Publication date
- 23 January 2026
- Language
- EN