Abstract
This study was aimed to discover the direct influences of rational, emotional, and spiritual marketing on satisfaction, trust, and loyalty of Shariah banking customers in Medan. This study was an associative research, which is a research connecting two variables or more to see the influence of one variable on another. This study was conducted by means of an exploratory approach. The population in this study was Shariah Banking customers in Medan. Total sample was 200 customers from 64 branches of Shariah banks across Medan. By using path analysis with SPSS 21 program, the results showed that there were direct and indirect influences of rational, emotional, and spiritual marketing on customer satisfaction, trust, and loyalty. Only emotional marketing variable had insignificant influence on the satisfaction of Shariah banking customers in Medan. This study was limited to impact of rational, emotional, spiritual marketing variables on satisfaction, trust, and loyalty of Shariah banking customers. Other variables which influence satisfaction, trust, and loyalty such as customer relationship management (CRM) and portfolio performance should be used, because they’re factors which influence consumer behavior. For Shariah banking in Medan, the research result was expected to give useful suggestions and inputs for Shariah banking in Medan in implementing marketing strategies, especially rational, emotional, and spiritual.
Highlights
The growth of Shariah banking in the past years was rapid, especially Shariah Commercial Banks (BUS) and Shariah Business Units (UUS), which dominate Shariah banking assets
By using path analysis with SPSS 21 program, the results showed that there were direct and indirect influences of rational, emotional, and spiritual marketing on customer satisfaction, trust, and loyalty
This study was limited to impact of rational, emotional, spiritual marketing variables on satisfaction, trust, and loyalty of Shariah banking customers
Summary
The growth of Shariah banking in the past years was rapid, especially Shariah Commercial Banks (BUS) and Shariah Business Units (UUS), which dominate Shariah banking assets. The market share of Shariah banking in the map was ± 4.8 percent per October 2013 (Rini and Absah, 2015). Shariah banking is necessary to develop good products, offer attractive prices, and make them available to customers, and develop effective marketing strategies to create customer loyalty. Rini and Absah (2015) discover that satisfaction is influenced by rational, emotional, and spiritual marketing. The profit sharing system applied by Shariah banks is considered identical to interest in conventional banks Another problem is people’s lack of knowledge on Shariah banking system. The formulation of the problem of this study was whether there’s any direct and indirect influence of rational, emotional, and spiritual marketing on the satisfaction of Shariah banking customers in Medan
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