The Important Role of Customer Satisfaction in Sharia Bank in relation to Service Quality and Relational Marketing towards Customer Loyalty

Ari Pranaditya  -  Sultan Agung Islamic University, Semarang, Indonesia
Harries Arizonia Ismail*  -  AKI University, Semarang, Indonesia
Khansa Sabihah  -  Sultan Agung Islamic University, Semarang, Indonesia

(*) Corresponding Author
DOI: 10.21580/al-arbah.2024.6.1.20991

Purpose - This study aims to examine the effect of service quality on customer loyalty, customers' satisfaction on loyalty and examining how relational marketing affects customer loyalty within the scope of organizations that practice Islamic values in Indonesia.

Method - This research is an explanatory research which explain the position of the variables studied and the influence between one variable and another. To process the data in this study using The Structural Equation Modelling (SEM) from the AMOS 20.0 software package.

Result - The result of this research shows that service quality, relational marketing and customer satisfaction influences positively and significantly to customer loyalty.

Implication - This study implies customers of Bank Syariah Indonesia in Semarang, Central Java Province, Indonesia who have been a customer for more than 1 year.

Originality - The paper looks into the relations of service quality on customer loyalty, customers' satisfaction on loyalty and examining how relational marketing affects customer loyalty in Bank Syariah Indonesia in Semarang, Central Java Province, Indonesia in the third year after the merger to seek if the variables have already served well in the company. 

Keywords: Service Quality, Relational Marketing, Customer Satisfaction, Customer Loyalty.

  1. Adnyana, I. M., Yulianah, & Primasari, A. H. (2020). Analysis of the Effect of Service Quality on Customer Loyalty in Mediation by Customer Satisfaction at Loka Supermarket Cibubur. International Journal of Science and Society, 2(4), 147–158. https://doi.org/10.54783/ijsoc.v2i4.200
  2. Aka, D. O., Kehinde, O. J., & Ogunnaike, O. O. (2016). Relationship Marketing and Customer Satisfaction: A Conceptual Perspective. Binus Business Review, 7(2), 185. https://doi.org/10.21512/bbr.v7i2.1502
  3. Amin, M., Yahya, Z., Ismayatim, W. F. A., Nasharuddin, S. Z., & Kassim, E. (2013). Service Quality Dimension and Customer Satisfaction: An Empirical Study in the Malaysian Hotel Industry. Services Marketing Quarterly, 34(2), 115–125. https://doi.org/10.1080/15332969.2013.770665
  4. Apriliani, F., & Kusumawati, S. K. A. (2014). PENGARUH RELATIONSHIP MARKETING TERHADAP KEPUASAN DAN LOYALITAS NASABAH (Studi pada Nasabah Bank Syariah Mandiri KC Bandar Jaya). Jurnal Administrasi Bisnis S1 Universitas Brawijaya, 17(1), 5.
  5. Ayodele, A. A. (2018). Predictive Indicators of Customer Loyalty in the Nigerian Gsm Market. British Journal of Marketing Studies, 4(7), 2053–4043.
  6. Balaji, M. (2015). Investing in customer loyalty: the moderating role of relational characteristics. Service Business, 9, 17–40. https://doi.org/https://doi.org/10.1007/S11628-013-0213-Y.
  7. Beck, T., Demirgüç-Kunt, A., & Merrouche, O. (2013). Islamic vs. conventional banking: Business model, efficiency and stability. Journal of Banking and Finance, 37(2), 433–447. https://doi.org/10.1016/j.jbankfin.2012.09.016
  8. Beerli, A., Martín, J.D. and Quintana, A. (2004). A model of customer loyalty in the retail banking market. European Journal of Marketing, 38(1/2), 253–275. https://doi.org/doi.org/10.1108/03090560410511221
  9. Cant, M. C., & Du Toit, M. (2012). Identifying The Factors That Influence Retail Customer Loyalty And Capitalising Them. International Business & Economics Research Journal (IBER), 11(11), 1223. https://doi.org/10.19030/iber.v11i11.7370
  10. Espejel, J., Fandos, C., & Flavián, C. (2007). The role of intrinsic and extrinsic quality attributes on consumer behaviour for traditional food products. Managing Service Quality, 17(6), 681–701. https://doi.org/10.1108/09604520710835000
  11. Ghozali. (2017). Analisis Multivariate dan Ekonometrika Teori, Konsep, dan Aplikasi dengan Eviews. Badan Penerbit UNDIP.
  12. Jiang, H., & Zhang, Y. (2016). An investigation of service quality, customer satisfaction and loyalty in China’s airline market. Journal of Air Transport Management, 57, 80–88. https://doi.org/10.1016/j.jairtraman.2016.07.008
  13. Karim, D., Sepang, J. L., & Soepeno, D. (2020). Pengaruh Relationship Marketing Dan Suasana Kafe Terhadap Loyalitas Pelanggan Di Rumah Kopi Billy Kawasan Megamas. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 8(1), 136–145.
  14. Kotler, P., & Keller, K. L. (2012). A framework for marketing. Sloan Management Review, 32, 94–104.
  15. Kotler, P. (2000). Managing and Delivering Marketing Programs. Marketing Management: The Millennium Edition, 1–456.
  16. Kulkarni, A. M., & Tilak, P. R. (2023). Customer Satisfaction in Banks: The Role of Service Quality. International Journal of Research Publication and Reviews, 4(5), 1873–1877. www.ijrpr.com
  17. Kuo, N. T., Chang, K. C., Cheng, Y. S., & Lai, C. H. (2011). The impact of service quality, customer satisfaction and loyalty in the restaurant industry: Moderating effect of perceived value. IEEE International Conference on Quality and Reliability, ICQR 2011, Bangkok, Thailand, 551–555.
  18. Mostert, P., & Luttig, T. (2018). Relationship intention and service quality as combined competitive strategy. International Journal of Management and Enterprise Development, 17, 76–92. https://doi.org/https://doi.org/10.1504/IJMED.2018.088335.
  19. Muhammad Awan, H., Shahzad Bukhari, K., & Iqbal, A. (2011). Service quality and customer satisfaction in the banking sector: A comparative study of conventional and Islamic banks in Pakistan. Journal of Islamic Marketing, 2(3), 203–224. https://doi.org/10.1108/17590831111164750
  20. Nyadzayo, M. W., & Khajehzadeh, S. (2016). The antecedents of customer loyalty: A moderated mediation model of customer relationship management quality and brand image. Journal of Retailing and Consumer Services, 30, 262–270. https://doi.org/10.1016/j.jretconser.2016.02.002
  21. Orellana-Treviños, E. L., Perez-Iglesias, M. J., Gonzales-Paucarcaja, C. B., Cordova-Buiza, F., & Olavarria-Benavides, H. L. (2023). Relationship Marketing as an Innovative Strategy for Customer Loyalty in Customized Arrangements Companies. Proceedings of the European Conference on Innovation and Entrepreneurship, ECIE, 2, 694–703. https://doi.org/10.34190/ecie.18.2.1836
  22. Pan, Y., Sheng, S., & Xie, F. T. (2012). Antecedents of customer loyalty: An empirical synthesis and reexamination. Journal of Retailing and Consumer Services, 19(1), 150–158. https://doi.org/10.1016/j.jretconser.2011.11.004
  23. Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1), 12–40.
  24. Ramya, N. (2019). Service quality and its dimensions. EPRA International Journal of Research & Development (IJRD), 4(2).
  25. Rust, R., & Oliver, R. (1994). Service Quality: New Directions in Theory and Practice. In Sage Publication, London. https://doi.org/10.4135/9781452229102
  26. Setianto, G., & Wartini, S. (2017). Pengaruh Bukti Fisik dan Empati terhadap Loyalitas Konsumen melalui Kepuasan Konsumen. Management Analysis Journal, 6(4), 367–376. http://maj.unnes.ac.id
  27. Suhendi, D., & Sabihis. (2021). Service Quality and Product Quality Key to Improve Customer Loyalty. Journal of Business and Management Review, 2(9), 620–633. https://doi.org/10.47153/jbmr29.2092021
  28. Supriyanto, A., Wiyono, B. B., & Burhanuddin, B. (2021). Effects of service quality and customer satisfaction on loyalty of bank customers. Cogent Business and Management, 8(1). https://doi.org/10.1080/23311975.2021.1937847
  29. Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996). The Behavioral Consequences of Service Quality. Journal of Marketing, 60(2), 31–46. https://doi.org/10.1007/978-3-319-10996-1_3

Open Access Copyright (c) 2024 Harries Arizonia Ismail, Ari Pranaditya, Khansa Sabihah
Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.

Al-Arbah: Journal of Islamic Finance and Banking
Published by Department of Sharia Banking, Faculty of Islamic Economics and Business, UIN Walisongo Semarang, Indonesia
Jl Prof. Dr. Hamka Kampus III Ngaliyan Semarang 50185
Phone: +62 852-3660-5533
Website: https://febi.walisongo.ac.id/
Email: alarbah@walisongo.ac.id

ISSN: 2716-3946 (Print)
ISSN: 2716-2575 (Online)

This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License

 
apps