FUNCTIONAL AND RELATIONAL VALUE INFLUENCE ON COMMITMENT AND FUTURE INTENTION: THE CASE OF BANKING INDUSTRY

Consumers do differ in the evaluation of value between products and services. This study aims to identify the perceived value dimensions as functional and relational value to investigate the relationship between each dimension of perceived value with the future intention and also to examine the commitment as a mediator role between multi dimensions of perceived value and future intention. Factor analysis indicated six dimensions of perceived value as functional service quality, functional service price, functional service value, relational confidence and relational communication. Step wise regressions analysis further observed that functional service value, functional service quality, relational confidence and relational communications are the better predictors to the future intention. Among these dimensions, relational confidence is fully mediated by the commitment, and leads to future intention. The limitations of this study are discussed and suggestions for future research are also put forward.