ABSTRACT: The main focus of
this research is to reveal and interpret the mediation role of the relationship
marketing between satisfaction and loyalty, as well as to test the moderator
role of individual characteristics in relation with the influence of
satisfaction on loyalty. The samples determinan in this study was accidental
sampling. Of 160 questionnaires, the returned ones were 112. This number of
samples has been eligible for conducting SEM technique analysis. The analysis
showed that customers who are satisfied will be loyal to Islamic banks if the
customer have adequate educational background and knowledge about Islamic
banking. The satisfied customers will enhance long-term relationship with the
Islamic banks in form of mutual trust, good communication, and trust that the
bank will provide good services. The satisfied customers will enhance the
mutual trust and good communication, which eventually create customers loyalty.
Keywords: satisfaction,
individual characteristics, relationship marketing, loyalty, Islamic bank
Penulis: Mokhamad Arwani, Djumilah
Zain, Surachman , Djumahir
Kode Jurnal: jpmanajemendd110035
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