Moderating Role Of Product Knowledge In Effect Relationship Bonding On Customer Gratitude
Journal Title: IOSR journal of Business and Management - Year 2018, Vol 20, Issue 6
Abstract
This study aims to determine and analyze the influence of relationship bonding to customer gratitude, and the moderation of product knowledge to the relationship between relationship bonding to customer gratitude. The population in this study is all deposits of customers of Bank Sultra Branch Wanci, with the number of samples of 100 respondents. Respondents were obtained by convinience sampling method. Data were collected by questionnaire method, and the research instrument was prepared using 5-point Likert scale measurement. Data analyzed by structural equation modeling method using AMOS software version 22,0. The result of analysis shows that relationship bonding has positive and significant effect to customer gratitude, and product knowledge moderate the relationship between relationship bonding with customer gratitude. The position of product knowledge is as pure moderating and provides an effect that strengthens the relationship between relationship bonding with customer gratitude.
Authors and Affiliations
Juharsah . , Hartini .
Keywords
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- EP ID EP412068
- DOI 10.9790/487X-2006084149.
- Views 39
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