The Role of Mediating Islamic Personality and Value Satisfaction on the Effect of Relationship Marketing on Customer Loyalty
DOI:
https://doi.org/10.21580/jdmhi.2020.2.2.6156Keywords:
Relationship marketing, Islamic personality, Value satisfaction, Consumer loyaltyAbstract
The study of consumer loyalty to a product is an essential topic for academics and practice. There is not much empirical research on the effect of marketing on allegiance, based on the literature review; it has produced propositions that determine consumer loyalty in a product that is influenced by marketing effectiveness. This study uses a qualitative approach to using literature studies. Based on a literature review, it produces propositions that determine consumer loyalty in a product that is influenced by marketing effectiveness. Besides, there is a mediating effect of Islamic personality and consumer perceived value satisfaction. This study also links value satisfaction and customer value loyalty. Islamic personality is a mediating variable. This study also discusses the combination of perceived value and consumer satisfaction into value satisfaction.
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