THE DRIVING OF CUSTOMER LOYALTY: RELATIONAL APPROACH, PERCEIVED VALUE AND CORPORATE IMAGE

This study is conducted to the customers of Rural Bank in Semarang, Indonesia. The aim of this research is (1) to test the influence of financial, social and structural bond on customer value and customer loyalty, (2) to test the influence of corporate image on customer value and customer loyalty, (3) to test the influence of customer value on customer loyalty, and (4) to test the influence of costumer value as the mediator of corporate image influence on customer loyalty. The analysis used in this research is two-step regression and to process the data, the SPSS version 21 is used. The findings of this result show that financial and social bonds are able to significantly increase perceived value, whereas social bound is not. The increase of perceived value will be able to increase customer loyalty. This study also found that corporate image can directly and indirectly affects loyalty. The indirect influence of corporate image on loyalty will be mediated by perceived value. This research contributes to the theory proposing that to build a relational bond in banking industry, especially in Indonesia, it is necessary to take into account market segment. The market segment of Rural Bank is low-middle class in in which the appropriate relational bond is financial and structural bond, different from middle-high class which is more appropriate to use social bond.