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

Arwani, Mokhamad (2011) 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. Journal of Indonesian Economy and Business, 26 (3). pp. 341-358. ISSN 2085-8272

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    Abstrak

    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 Islami banks has been considered relatively low (34%) as compared to taht 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 Modelling (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.

    Tipe dokumen: Artikel
    Uncontrolled Keywords: customer satisfaction, relationship marketing, personal characteristics, loyalty, Islamic banks
    Subjects: Ilmu-ilmu Sosial > Perdagangan. Perniagaan > Psikologi industri
    Ilmu-ilmu Sosial > Perdagangan. Perniagaan > Pemasaran. Distribusi produk
    Divisions: Fakultas Ekonomi > Magister Manajemen (S2)
    Fakultas Ekonomi > Manajemen (S1)
    Depositing User: Users 2 tidak ditemukan.
    Tanggal Deposit: 26 Dec 2012 13:13
    Last Modified: 26 Dec 2012 13:13
    URI: http://eprints.umk.ac.id/id/eprint/592

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