Abstract
This Study aims to analyze the influence factors of customer loyalty, especially group of saving customers and single customer in Islamic commercial bank, using variable of price, relationship marketing, and customer value with customer satisfaction as an intervening variable. The study is quantitative analytical methods and presents primary data collected through questionnaire with the purposive sampling technique. Total sample of 244 respondents from all local Islamic commercial bank in Indonesia during the COVID-19 outbreak period. The analysis model is Structural Equation Model (SEM), using confirmatory factor analysis and regression weight. Then, the result of this study showed that variable price, relationship marketing, and customer value partially have a positive and significant effect toward customer satisfaction. And customer satisfaction has a significant effect toward customer loyalty in Islamic commercial bank. Keywords : Customer Satisfaction, Customer Loyalty, Islamic Bank, COVID-19 Penelitian ini bertujuan untuk menganalisis faktor-faktor yang mempengaruhi loyalitas nasabah, khususnya pada nasabah simpanan/tabungan dan nasabah tunggal pada Bank Umum Syariah, dengan variabel harga, relationship marketing , dan nilai nasabah dengan kepuasan nasabah sebagai variabel intervening . Penelitian ini menggunakan metode analisis kuantitatif dengan data primer yang dikumpulkan melalui kuesioner, teknik yang digunakan adalah purposive sampling . Jumlah sampel pada penelitian ini 244 responden dari seluruh Bank Umum Syariah selama periode wabah COVID-19. Model analisis menggunakan Structural Equation Model (SEM), dengan teknik analisis confirmatory factor analysis dan regression weight . Hasil penelitian ini, menunjukkan bahwa harga, relationship marketing, dan nilai nasabah secara parsial berpengaruh positif dan signifikan terhadap kepuasan nasabah. Dan kepuasan nasabah berpengaruh signifikan terhadap loyalitas nasabah pada Bank Umum Syariah. Kata kunci : Kepuasan Nasabah, Loyalitas Nasabah, Bank Syariah, COVID-19
Highlights
The economic crisis during the COVID-19 outbreak greatly disrupted global economic activities, including business activities and Islamic finance (Zhang et al, 2020)
This study to artificially describe why and how customer loyalty is increased, or why and how customer satisfaction is built as an intermediary for price, relationship marketing, and customer value, and wants to obtain empirical evidence that can be ascertained by statistical calculations.This study uses primary data, which is obtained directly from distributing questionnaires both online and offline
The sample criteria are savings customers and single customers, who have a minimum account for one year, because they are considered experienced in price, relationship marketing, and customer value in building customer satisfaction to increase customer loyalty
Summary
The economic crisis during the COVID-19 outbreak greatly disrupted global economic activities, including business activities and Islamic finance (Zhang et al, 2020). Islamic banks must have a family of new strategies in other to the business continues, and immediately adapts to corona pandemic conditions This includes providing banking services with a complete health protocol. In December 2019 to April 2020, Bank Indonesia and the Financial Services Authority (OJK) have issued policies to maintain the stability of the financial services sector amid the COVID-19 outbreak in Indonesia (ojk.go.id, May 2020). This was done, aimed at maintaining the stability of banking performance in Indonesia, including Islamic bank
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