Fransisca Andreani, Laurencia Jap, Ivana Karina Hosea


Tough competition has pushed four-star hotels in Surabaya to manage their competitive strategies. One of them is by providing relational benefits to maintain customer commitment and loyalty. This study is to reveal the impact of relationship benefits on customer loyalty with customer commitment as a mediating variable in four-star hotels in Surabaya. Partial Least Square (PLS) is used to analyze data. It is found that relationship benefits (confidence, social and special treatment benefits) have influenced customer loyalty with commitment as the mediating variable. The results show that relationship benefits have positive and significant impacts to customer commitment; and customer commitment also has positive and significant impact to customer loyalty.


Relationship benefits, customer commitment, customer loyalty.

Full Text:



Caceres, R. C., & Paparoidamis, N. G. (2007). Service quality, relationship satisfaction, trust, commit¬ment and business‐to‐business loyalty. European Journal of Marketing, 41(7/8), 836–867.

Cooil, B., Keiningham, T. L., Aksoy, L., & Hsu, M. (2007). A longitudinal analysis of customer satisfaction and share of wallet: Investigating the moderating effect of customer characteristics. Journal of Marketing, 71, 67–83.

Dagger, T. S., David, M. E., & Ng, S. (2011). Do relationship benefits and maintenance drive commitment and loyalty? Journal of Services Marketing, 25(4), 273–281.

Dagger, T. S., & O’Brien, T. K. (2010). Does experience matter? Differences in relationship benefits, satisfaction, trust, commitment and loyalty for novice and experienced service users. European Journal of Marketing, 44(9/10), 1528–1552.

Dimitriades, Z. S. (2006). Customer satisfaction, loyalty and commitment in service organizations: Some evidence from Greece. Management Research News, 29(12), 782–800.

Ruiz-Molina, M.-E., Gil-Saura, I., & Berenguer-Contri, G. (2009). Relational benefits and loyalty in retailing: An inter-sector comparison. International Journal of Retail and Distribution Management, 37(6), 493–509.

Ferrell, O. C., & Hartline, M. D. (2010). Marketing strategy. 5th Edition. Mason, Ohio: Australia South-Western.

Griffin, J. (2005). Customer loyalty: Menumbuhkan dan mempertahankan kesetiaan pelanggan. Jakarta: Erlangga.

Gwinner, K. P., Gremler, D. D., & Bitner, M. J. (1998). Relational benefits in services industries: The customer’s perspective. Journal of the Academy of Marketing Science, 26(2), 101–114.

Hennig-Thurau, T., Gwinner, K. P., & Gremler, D. D. (2002). Understanding relationship marketing outcomes: An integration of relational benefits and relationship quality. Journal of Service Research, 4(3), 230–247.

Industri perhotelan dan tren pariwisata di Indonesia. (2014, June). Industri perhotelan dan tren pariwisata di Indonesia. Retrieved September 3, 2016, from

Jones, M. A., Mothersbaugh, D. L., & Beatty, S. E. (2000). Switching barriers and repurchase intentions in services. Journal of Retailing, 76(2), 259–274.

Kinard, B. R., & Capella, M. L. (2006). Relationship marketing: The influence of consumer involvement on perceived service benefits. Journal of Service Marketing, 20(6), 359–368.

Kotler, P. T., & Keller, K. L. (2011). Marketing management. 14th Edition. Upper Saddle River, NJ: Pearson.

Liang, C. J., & Wang, H. (2007). The behavioral sequence of information education services industry in Taiwan: Relationship bonding tactics, relationship quality and behavioral loyalty. Measuring Business Excellence, 11(2), 62–74.

Malhotra, N. K. (2006). Marketing research: An applied orientation. 5th Edition. Upper Saddle River, NJ: Prentice Hall.

Moorman, C., Deshpandé, G., & Zaltman, R. (1993). Factors affecting trust in market research relationships. Journal of Marketing, 57(1), 81–101.

Morgan, R. M., & Hunt, S. D. (1994), The commitment-trust theory of relationship marketing. Journal of Marketing, 58(3), 20–38.

Patterson, P. G., & Smith, T. (2001). Relationship benefits in service industries: A replication in a Southeast Asian context. Journal of Services Marketing, 15(6), 425–443.

Rauyruen, P., & Miller, K. E. (2006). Relationship quality as a predictor of B2B customer loyalty. Journal of Business Research, 60(1), 21–31.

Reynolds, K., & Beatty, S. (1999). Customer benefits and company consequences of customer-salesperson relationships in retailing. Journal of Retailing, 75(1), 11–32.

Schiffman, L. G., & Kanuk, L. L. (2004). Consumer behavior. 8th International Edition. Englewood Cliffs, NJ: Prentice Hall International.

Triangga, B. A., & Kurniawan, N. A. (2004, January). Pengaruh overall satisfaction, trust dan commitment terhadap future intentions pelanggan tetap hotel Surya Mojopahit Mojokerto. Unpublished Undergraduate Paper. Petra Christian University, Surabaya.

Tu, Y., Liu, W., & Chang, Y. (2014). Customer commitment as a mediating variable between corporate brand image and customer loyalty. Journal of Education and Vocational Research, 5(1), 17–27.

Udorn, P., Bloom, P. N., & Zeithaml, V. A. (1998). Consumer commitment: A crucial connection between consumers and companies. Australian and New Zealand Marketing Academy Conference (ANZMAC), 2693–2704

Uncles, M. D., Dowling, G. R., & Hammond, K. (2003). Customer loyalty and customer loyalty programs. Journal of Consumer Marketing, 20(4), 294–316.

Wong, M. O., Deans, K. R., & Todd, S. (2003). Consumer relational benefits and switching in internet based electronic markets: A conceptual exploration. ANZMAC 2003 Conference Proceedings Adelaide 1–3 December 2003, 1767–1775.

Yen, H. J. R., & Gwinner, K. P. (2003). Internet retail customer loyalty: The mediating role of relational benefits. International Journal of Service Industry Management, 14(5), 483–500.

Zineldin, M. (2006). The royalty of loyalty: CRM, quality and retention. Journal of Consumer Marketing, 23(7), 430–437.


The Journal is published by Management Study Program, Faculty of Business and Economics, Petra Christian University. It available online supported by Directorate General of Higher Education - Ministry of Research, Technology and Higher Education of the Republic of Indonesia.

©All right reserved 2016.Jurnal Manajemen dan Kewirausahaan, ISSN: 1411-1438, e-ISSN: 2338-8234

web stats
View My Stats