THE INFLUENCE OF SATISFACTION AND RELATIONSHIP MARKETING ON LOYALTY WITH INDIVIDUAL CHARACTERISTICS AS A MODERATOR: A Case Study on Islamic Banking Customers in East Java
Mokhamad Arwani(1*), Suprehatin Suprehatin(2)
(1) Muria Kudus University
(2) Bogor Agriculture University
(*) Corresponding Author
Abstract
Prospects to attract customers to the Islamic banks do not seem to be very promising. This is mainly due to the fact that customers who had joined conventional banks are
reluctant to change their accounts to Islamic banks. Customer loyalty of Islamic banks has been considered relatively low (34%) as compared to that of conventional banks. The purpose of this paper is to analyze the influence of satisfaction and relationship marketing on loyalty. 112 eligible respondents of Islamic bank customers were collected using a designed questionnaire. Structural Equation Modeling (SEM) was employed in the analysis. Findings suggest that in the context of Islamic banks, personal characteristics have a direct impact on customer loyalty, and it does seem to be a moderating variable influence of satisfaction and relationship marketing to customer loyalty. Satisfaction does not directly affect loyalty, but it indirectly affects loyalty through relationship marketing.
Keywords: customer satisfaction, relationship marketing, personal characteristics, loyalty, Islamic banks.
DOI: https://doi.org/10.22146/jieb.6262
Article Metrics
Abstract views : 1511 | views : 1192 | views : 1403Refbacks
- There are currently no refbacks.
Copyright (c) 2011 Journal of Indonesian Economy and Business
License URL: http://creativecommons.org/licenses/by-sa
Journal of Indonesian Economy and Business |
The Journal of Indonesian Economy and Business (print ISSN 2085-8272; online ISSN 2338-5847) is published by the Faculty of Economics and Business Universitas Gadjah Mada, Indonesia. The content of this website is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License |
© 2019 Journal of Indonesian Economy and Business | Visitor Statistics |