Factors Affecting the Customer Intention to Become the BRI Priority Customer
Author: Andriansyah, Jasman Ma’ruf, and Permana Honneyta Lubis, Indonesia
Abstract:This study tries to explore the factors that influence customer intention to become the BRI priority customers. The variables verified were the sales force, reward program electronic word of mouth (E-WOM), and attitude. Data was collected form as many as 150 customers of BRI Priority customers in Banda Aceh. The data was processed using AMOS 24 with Structural Equation Model (SEM) method. This study provides several findings. The sales force, reward program and e-WOM are the factors that influence customer attitude and intention and subsequently customer attitude affects customer intention. The mediation effect test shows that the sales force and e-WOM influence the intention to become the BRI Priority Customer through attitude. While attitude does not play a role in mediating the Reward Program to influence the intention to become BRI Priority Customers. The research novelty lies in the use of several causality models from the previous theories to detect the intention to become BRI Priority Customers. This can contribute to update and develop the theories in marketing management, and also contribute to practitioners especially the leaders in BRI to create the strategies and policies to increase the number of BRI Priority customers. The limitation resides in the scope of the research model.