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

Abstract

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 crosssectional 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.

Keywords: Relationship Marketing, Structural Bonding, Social Bonding, Long-term Orientation, Customer Citizenship Behavior.