ATTITUDINAL LOYALTY MANIFESTATION IN BANKING: CROSS-BUYING BEHAVIOR AND CUSTOMER ADVOCACY

• Main Author: Bhayuta Yudhi Putera, M.
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/80888
• Institution: Institut Teknologi Bandung

This study investigates the relationship between customer advocacy, attitudinal loyalty, cross-buying behavior, Quality of Life, and Corporate Social Responsibility (CSR) support in the context of the banking industry. The research problem focuses on understanding how attitudinal loyalty influences customer advocacy and cross-buying behavior and how Quality of Life and CSR support moderate the relationship between CSR-fit and attitudinal loyalty. The methodology employed is structural equation modeling (SEM), integrating factor analysis and multiple regression analysis to evaluate complex relationships among observed variables. The results indicate a significant impact of attitudinal loyalty on customer advocacy, suggesting that higher levels of attitudinal loyalty led to increased advocacy behaviors. Additionally, customers with a strong emotional and psychological commitment to the bank are more likely to engage in profitable behaviors such as cross-buying. The implications of this study suggest that banks should focus on nurturing customer loyalty by providing relevant and beneficial value to customers, targeting customers with a high Quality of Life, and engaging with customers who support sustainability issues aligned with the bank's focus to foster deeper connections and loyalty.