Customer Engagement, Perceived Value, and Retired Customers’ Loyalty: The Mediating Role of Affective Commitment
DOI:
https://doi.org/10.17977/um003v11i32025p229Keywords:
Affective Commitment, Customer Engagement, Customer Loyalty, Perceived Value, RetireesAbstract
This study examines how customer engagement and perceived value influence loyalty among retired customers, with affective commitment serving as a key mediator. The research focuses on retirees of Bank bjb KC Tasikmalaya, a regional development bank operating in a highly competitive financial services environment. The data were collected through purposive sampling, yielding 100 valid responses. The collected data further analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS software version 4.0. The findings of the study show that customer engagement and perceived value significantly enhance affective commitment, but do not directly affect loyalty. In addition, the result of this study also indicate that affective commitment can act as a crucial mediator in connecting these factors to loyalty. These results emphasize that emotional bonds play a more prominent role than transactional considerations for retired customers. Furthermore, it raises the practical insights for banks to strengthen long-term relationships through relational engagement strategies.
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