RELATIONAL MARKETING AND CUSTOMERS SHIFTING TENDENCY IN ISLAMIC BANKING IN EAST JAVA

Abstract: The purpose of this study was to explain the relationships between relational bonds, customers‟ value, and customers‟ loyalty of three consumer groups of Islamic banking in East Java. Samples were obtained from  613  Islamic  banks‟  customers  in  East  Java  and  were  analyzed  using  SEM.  The  findings  were:  For stayers, the three types of bonds raised utilitarian and hedonistic values, which raised loyalty. For dissatisfied switchers,  only  structural  bond  affected  the  utilitarian  value,  which  raised  loyalty.  For  satisfied  switchers, social bond affected hedonistic value, while structural bond affected utilitarian value.

Keywords: Relationship Marketing, Customers‟ Loyalty, Utilitarian Value, Hedonistic Value, Islamic Banking

Author: Purwanto, Michael Adiwijaya

Journal Code: jpmanajemengg140132

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