PERTANIKA JOURNAL OF TROPICAL AGRICULTURAL SCIENCE

The purpose of this research is to understand the impact of Customer Orientation of Service Employee (COSE) and the quality of services provided in order to determine the customer's behavioural retention motives in the banking industry at Lampung Province. A survey was conducted among 400 customers of commercial banks in Lampung for two months (June - August 2016) with proportional distribution. Survey data was analysed using Structural Equation Modelling (SEM) based on Lisrel 8.71. The findings show the customer's behavior towards banking services determine whether the latter will be retained based on its quality of service and if it is customer-oriented. Overall, the findings suggest that it is important to study the intention of consumer behavior to face competition in banking industry. For further research, it is recommended to research in the areas of customer satisfaction and other relevant variables to expand the research area.