M. Farid Afandi, Armanu Thoyib, Eka Afnan Troena, M. Misbahul Amri
Relationship marketing is important for marketers and researchers. The objective of this study is to analyze the causal effects and relations of the four constructs, i.e., customer satisfaction, relational values, trust and commitment applied in the context of services marketing. The research sample consisted of 200 respondents i.e., the members of women’s cooperative in East Java Province, collected by applying the simple random sampling method. Data were analyzed by using Structural Equation Modelling (SEM) with AMOS program. The results showed that to create a strong bonding in the form of commitment with the customer, the initial strategy must be built to strengthen members’ trust by creating customer satisfaction. The process must be supported continuously by the creation of advantageous values for customers. Customers perceived with relational values will have a strong impact on the customer to maintain a long-term relationship. © 2019, IJSTR.
Faculty of economics and business in University of Brawijaya, Indonesia; State University of Malang, Indonesia
