* Corresponding author. E-mail address: felikscp23@gmail.com (F. A. B.K. Panjaitan) © 2021 by the authors; licensee Growing Science, Canada doi: 10.5267/j.ac.2020.10.010 Accounting 7 (2021) 89–94 Contents lists available at GrowingScience Accounting homepage: www.GrowingScience.com/ac/ac.html Customer value is reviewed in terms of customer relationship learning and customer engagement: Evidence from banking industry Feliks Anggia B.K. Panjaitan a* and Hotman Panjaitan a a Universitas 17 Agustus 1945 Surabaya, Indonesia C H R O N I C L E A B S T R A C T Article history: Received: July 2, 2020 Received in revised format: September 30 2020 Accepted: October 8, 2020 Available online: October 12, 2020 This study is to examine the effects of service quality, customer relationship learning, product quality, and customer engagement on increasing customer value. The researchers propose a model, and plan to show the concept of customer engagement variables as intervening variables. The study population includes the customers of Bank Jatim and uses the SEM analysis and the purposive sampling method for 384 respondents. The proposed model shows customer engagement acts as a good intervening variable. Customer value increases, as customer engagement increases. Finally, customer relationship learning determines the value of the existence of customer engagement in bank service customers. © 2021 by the authors; licensee Growing Science, Canada Keywords: Service quality Customer relationship learning Product quality Customer engagement Customer value 1. Introduction Competition is very important for the success of the company. The competitive strategy aims to foster a profitable and strong position in the company. The application of customer relationship learning (CRL) as an effort aims to educate consumers so they realize the importance of company services in supporting the smooth running of their daily activities. The learning and absorption capacity influence the company's innovation performance, which in turn has a positive effect on firm excellence (Chen et al., 2009). Eng (2005) states that a company's ability to learn from its network of business relationships is an important source and can be processed into value for CRL as long as the company provides good quality services (Heri, 2017). In addition to service and product quality, consumer involvement also plays an important role for the success of the firms. Ghofur (2017) found that customer value has no effect on customer engagement (CE). This study connects CRL to customer value through CE, where this relationship is an important observation of this paper. 2. Literature review and hypotheses Excellent service is caring for customers by providing the best service to facilitate the ease of meeting needs, and to realize satisfaction so that they are loyal to the company (Johnston, 2017). For companies engaged in the service sector, providing quality services to customers is an absolute thing when the company attemps to achieve success. Darwin et al. (2017); Nammir et al. (2012); Hapsari (2015), emphasize the importance of customer involvement in the service industry sector and its contribution on the quality of service. Customer involvement has an important role in developing loyalty (Manggarani, 2018).