PENGARUH KONSTRUK RELASIONAL PADA CUSTOMER REFERRAL DAN JUMLAH JASA YANG DIBELI DENGAN UMUR RELASIONAL SEBAGAI VARIABEL PEMODERASI

Abstract

This research aims to examine the effect of relational constructs (trust, affective commitment, calculative commitment, satisfaction, and payment equity) on customer referral and number of service purchased with age of relationship as moderating variable. The data were collected with convenience sample from 181 (response rate 90,5%) customers of insurance companies in Special Province of Yogyakarta. In line with the characteristics of customers of the company, the individuals in the sample could be described as productive age, rather prosperous and well educated. The average relationship age of the respondents was approximately 4,49 years, while the average number of services purchased was approximately 1,49. All hypotheses were tested with hierarchical regression analysis (HRA). The results on the antecedents of customer referrals are in line with prior research, as author find that trust, affective commitment, satisfaction, and payment equity are positively related to customer referrals. We found significant relationship only the relational construct of affective commitment and the number services purchased. No moderating effect of relationship age is found in the customer referral model. With respect to the number of services purchased, a moderating effect of relationship age on the effect of affective commitment is found. There is argument about the discrepancy between the customer referral model and the number of services purchased model with regard to the moderating effect of relationship age. This increasing confidence is indeed important it concerns decisions that have important consequences, such as the purchase of new insurance policies. However, it might be less important when behavior has fever direct consequences for the customer, such as customer referral.