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
