| dc.description.abstract | As in all service industries, banks need to be able to provide their customers with
personalized services in order to ensure that they build and maintain long-term relationships which
are mutually beneficial. As such, banks must adopt a relational marketing approach based on effective
communication and the building of trust with the current customers instead of focusing on acquiring
new customers. The current research provides insights into how banks can build trust and maintain
their relations with existing customers by testing several predictors of customer trust and customer
relationship intention. Thus, the purpose of this study is to examine economic content, resource content
and social content as the predictors of trust and relationship intention, and trust as a predictor of
relationship intention. In addition, this study also analyzes the role of trust in mediating among
economic content, resource content, and social content as a predictor of relationship intention of state
owned bank customers in East Java. The sample of the study is formed of 120 customers of three stateowned
banks from East Java. The research variables consist of three exogenous variables: economic
content, resource content, and social content. The endogenous variables are trust and relationship
intention. The data was collected using a questionnaire with multiple items measured using Likert
scales. The model was analyzed using SEM with AMOS version 18.0. The result shows that economic
content, resource content and social content are positive and significant predictors of trust and
relationship intention. The role of economic content, resource content, social content as direct
predictors is higher than the mediating role of trust of state owned bank customers. | en_US |
