Studi Kualitas Jasa Dan Pemasaran Relasional, Pengaruhnya Terhadap Kepuasan Dan Loyalitas Nasabah Bank Syariah Di Kota Makassar
Abstract
Associated with existing theoretical review, this study aims to: (1) recognize and analyze the influence of service quality on customer satisfaction Islamic bank; (2) recognize and analyze the influence of service quality on customer loyalty Islamic bank; (3) recognize and analyze the influence of relational marketing to customer satisfaction Islamic bank; (4) recognize and analyze the influence of relational marketing on customer loyalty Islamic bank; (5) recognize and analyze the influence of customer satisfaction on customer loyalty Islamic bank.
This study uses primary data. The population is Islamic bank customers in the city of Makassar. The sample of 300 respondents selected from 4 (four) of Islamic banks are selected purposively, that is (1) bank Muamalat, (2) bank BNI Syariah, (3) BTN Syariah, and (4) Bank Syariah Mandiri with Slovin formula then selected samples proportionally.
By using analytical methods SEM (Structural Equation Model) results showed that: (1) service quality has positive and significant impact on customer satisfaction with loading factor 0.586 with probability 0.019; (2) service quality has no significant influence on customer loyalty Islamic bank; (3) relational marketing significantly influence customer satisfaction Islamic bank; (4) relational marketing no significant effect on customer loyalty; (5) customer satisfaction significantly influence customer loyalty.
Keywords: service quality, relationship marketing, customer loyalty, customer satisfaction
Keywords
References
Achrol, R, 1997. “Change in The Theory of Interorganizational Relationship in Marketing toward a Network Paradigm,” Journal of The Academy of Marketing Sciences, Vol. 5, No. 1, pp. 56-71.
Adamson, Ivana, Kok-Mun Chan, and Donna Handford, 2003. “Relationship Marketing: Customer Commitment and Trust as A Strategy for The Smaller Hongkong Corporate Banking Sector,” International Journal of Bank Marketing, 21/6/7, pp. 347-358.
Arifin, Zainul. 2002. Memahami Bank Syariah: Lingkup, Peluang, Tantangan dan Prospek. Alvabet, Jakarta.
Ballantyne, D. (2000), “Internal Relationship Marketing: A strategy for knowledge Renewal”, The International Journal of Bank Marketing, Vol. 18 No. 6
Barnes, James G., 2003. Secrets of Customer Relationship Management, diterjemahkan oleh Andreas Winardi, Yogyakarta : Penerbit Andi.
Berry, L.L. and Parasuraman, A. (1991), Marketing Services: Competing through Quality, The Free Press, p. 152.
Boonajsevee, Bhoomipan, 2005. “Relationship Marketing: Loyalty Intentions in New Era of Thai Bank Marketing”, Dissertation, The Wayne Huizenga Graduate School of Business and Entrepreneurship, Nova Southeastern University.
Brady, Michael K and J. Joseph Cronin, 2001, Some Thoughts on Conceptualizing Perceived Service Quality: A Hierarchical Approach, Journal of Marketing Vol. 65, 34 – 49.
Brown, Stanley A., 2000. Customer Relationship Marketing: A Strategic Imperative in the World of e.Business, Canada: John Wiley & Sons Ltd.
Ferdinand, Augusty, 2002. Structural Equation Modelling dalam Penelitian Manajemen, edisi 2, Semarang: Fakultas Ekonomi Undip.
Ghozali, Imam dan Fuad, 2005. “Structural Equation Modeling. Teori, Konsep dan Aplikasi,” Semarang: Badan Penerbit Universitas Diponegoro.
Goetsh, D.L. and S.Davis, 1994, Introduction to Total Quality: Quality, Productivity, Competitivennes, Englewood Cliffs, N.J.: Prentice Hall International Inc.
Kotler, Philip and Kevin Lane Keller, 2006. Marketing Management, twelfth edition, New Jersey: Pearson Education, Inc.
Lacey, Russel Wayne. 2003. Customer Loyalty Programs: Strategic Value to Relationship Marketing, Dissertation, Alabama: The Graduate School of University of Alabama.
Lupiyoadi, Rambat. 2001. Manajemen Pemasaran Jasa, Salemba Empat, Jakarta.
Parasuraman, Valerie A. Zeithaml, and Leonard L. Berry. 1985. Conceptual Model of Service Quality and Its Implication for Future Research, Journal of Marketing, 49 (Fall), 4 1-50
Parasuraman, Zeithaml dan Berry. 1988. SERVQUAL: A Multiple Item Scale for Measuring Customer Perception of Service Quality, dalam Journal of Retailing Vol. 64 (1), 1988: 12-36.
DOI: https://doi.org/10.26618/jeb.v7i2.1118
Refbacks
- There are currently no refbacks.
Copyright (c) 2018 BALANCE : JURNAL ILMU EKONOMI