Antecedent and Consequence of Customer Company Identification toward Relationship Marketing at PDAM Tirta Khatulistiwa Pontianak, West Kalimantan Indonesia

Objective – This study sets out to examine the conceptual framework and empirical test of CCI toward on the PDAM Tirta Khatulistiwa Pontianak, West Kalimantan Indonesia. It is also keen to explore how customers identify the company and what the antecedents and consequences of the identification which will give impact on customer relationships. This study contributes to the practical and scientific marketing that the identification of customers to the company can be used by company to make products that match customer expectations. Furthermore, the presence of CCI can be used by the company to establish marketing relationships with the customers. Methodology – This study is explanatory approach, 210 customers from three service areas were recruited as participants. The study used SEM inferential statistical approach where Smart PLS program was used as the analysis technique. Findings – Results of this study showed that: Customers of PDAM Tirta Khatulistiwa identify companies based on five dimensions, including; external company image, employee in services, company's products, characteristics of the company and the technology used by the company. In addition consequences of CCI is positive for relationship marketing. Finally, employee in services, products the company, and technology used by the company has contributed to the development of CCI. Novelty – The study put emphasize with its original data on building resource-based strategy (RBV)