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| An Empirical Study on Effect of Relational Benefits on Customer Longterm Orientation:
The Different Roles of Customer Satisfaction and Company Service Competence |
| YANG ZhiyongWANG Yonggui |
| University of International Business and Economics, Beijing, China |
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Abstract Based on the company competence theory and consumer behavior theory, using the data from Chinese bank industry, this paper researches the driving mechanism of customer longterm orientation. The results show that the direct influence of social benefits on customer longterm orientation is not significant, but the confidential benefits and the special treatment benefits are significant. In the effects of the confidential benefits and special benefits on the longterm orientation, customer satisfaction is a mediator, but in the effect of the social benefits, the result is not significant, Moreover, the company service competence is a moderator in the effects of confidential benefits and special treatment benefits on the longterm orientation, but the social benefits is not.
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Received: 19 February 2012
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2013, Vol. 10 
