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Value is a subjective construct that varies between customers, cultures and at different times. Most of the research focus on the value of physical product/service and neglect the value of relationship. This study is the first to consider customer value in terms of both functional and relational aspect. The main objective of the study is to investigate the most prominent predictor of customer behavior intention and also to examine the indirect factors (functional value and relational value) relate to the respective direct factors (satisfaction and relationship commitment) and their ability to explain customer behavior intention. Data obtained from 429 survey questionnaire were analyzed using the structure equation modeling. The results revealed that relationship commitment followed by satisfaction has a significant direct effect on behavior intention. Additionally, bootstrapping analysis confirmed that relational value has indirect effect on behavior intention through satisfaction and relationship commitment. This study highlighted the role of relational value in building the relationship commitment. Strategic guidelines are provided for managers in designing the value in stimulating the customer behavior intention

Investigating Structure Relationship from Functional and Relational Value to Behavior Intention: The Role of Satisfaction and Relationship Commitment