This study aims to analyze the effect of Customer Orientation of Service Employees (COSE) on customer retention, with customer satisfaction and customer commitment serving as mediating variables. The study distributed questionnaires to 292 consumers who are customers with installment financing and have active contract status in a multi-finance company. The sampling method used in this study is simple random sampling. The study tests seven hypotheses: (1) COSE has a direct effect on customer retention, (2) COSE has a direct effect on customer satisfaction, (3) COSE has a direct effect on customer commitment, (4) customer satisfaction has a direct effect on customer retention, (5) customer commitment has a direct effect on customer retention, (6) customer satisfaction mediates the relationship between COSE and customer retention, and (7) customer commitment mediates the relationship between COSE and customer retention. The results show that COSE has a positive and significant effect on customer satisfaction, customer commitment, and customer retention. Additionally, customer satisfaction and customer commitment both have a positive and significant effect on customer retention. The study further reveals that both customer satisfaction and customer commitment partially mediate the relationship between COSE and customer retention. All seven hypotheses were supported. Five hypotheses examined direct effects—specifically, from COSE to customer retention, customer.
