Article Sidebar

Download
Full text PDF
Statistic
Read Counter : 280 Download : 285

Downloads

Download data is not yet available.

Main Article Content

Abstract

Purpose − This research aims to analyze the effects of interactive marketing and relationship quality on customer satisfaction and loyalty in Islamic banking.
Methodology − A quantitative research approach was employed, and data was collected through a survey questionnaire administered to customers of Islamic banks in Parepare. The data analysis method used in this study is Partial Least Squares-Structural Equation Modeling (PLS-SEM).
Findings − The study findings indicate that, indirectly, interactive marketing and relationship quality do not have a direct significant influence on customer loyalty in Islamic banks. However, it is observed that interactive marketing and relationship quality can affect customer loyalty through satisfaction. These findings suggest that the process of maintaining and enhancing customer loyalty in Islamic banks requires careful attention to multiple factors and stages.
Implications − This research emphasizes the significance of integrating interactive marketing strategies, fostering relationship quality, and prioritizing customer satisfaction in the context of Islamic banks. These factors are essential for maintaining and strengthening customer loyalty, ultimately contributing to the long-term success and competitiveness of Islamic banks in Kota Parepare.
Originality − The originality of this research lies in its contextual focus and integration of variables. Firstly, the study specifically examines the impact of interactive marketing and relationship quality on customer satisfaction and loyalty within the context of Islamic banks in Kota Parepare. Secondly, the study integrates multiple variables, including interactive marketing, relationship quality, customer satisfaction, and customer loyalty, providing a comprehensive understanding of the factors that contribute to customer loyalty in the context of Islamic banks.

Keywords

Interactive Marketing Relationship Quality Customer Satisfaction Loyalty Islamic Banking Parepare

Article Details

License

Copyright (c) 2023 Multazam Mansyur Addury, Dian Resky Pangestu

Creative Commons License

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

Authors who publish with this journal agree to the following terms:

  1. Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution ShareAlike License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
  2. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
  3. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).

How to Cite
Addury, M. M., & Pangestu, D. R. (2023). Interactive marketing and relationship quality in Islamic banking: A Parepare case study. Asian Journal of Islamic Management (AJIM), 5(1), 83–95. https://doi.org/10.20885/AJIM.vol5.iss1.art6
Download Citation
Endnote/Zotero/Mendeley (RIS)
BibTeX

References

  1. Al-alak, B. A. (2014). Impact of marketing activities on relationship quality in the Malaysian banking sector. Journal of Retailing and Consumer Services, 21(3), 347–356. https://doi.org/https://doi.org/10.1016/j.jretconser.2013.07.001
  2. Aslam, T., Hamid, K., & Arshad, M. S. (2015). The effects of interactive marketing, customer satisfaction, and flashes on customer loyalty. EuroEconomica, 34(1). https://journals.univ-danubius.ro/index.php/euroeconomica/article/view/2482/2445
  3. Bentler, P. M., & Chou, C.-P. (1987). Practical issues in structural modeling. Sociological Methods & Research, 16(1), 78–117. https://doi.org/10.1177/0049124187016001004
  4. Bojei, J., & Alwie, A. (2010). The influence of relationship quality on loyalty in the service sector. International Journal of Economics and Management, 4(1), 81–100. https://www.researchgate.net/publication/286629394_The_influence_of_relationship_quality_on_loyalty_in_service_sector
  5. Bolton, R. N., Kannan, P. K., & Bramlett, M. D. (2000). Implications of loyalty program membership and service experiences for customer retention and value. Journal of the Academy of Marketing Science, 28(1), 95–108. https://doi.org/10.1177/0092070300281009
  6. Caceres, R. C., & Paparoidamis, N. G. (2007). Service quality, relationship satisfaction, trust, commitment, and business‐to‐business loyalty. European Journal of Marketing, 41(7/8), 836–867. https://doi.org/10.1108/03090560710752429
  7. Catherine Myhal, G., Kang, J., & Murphy, J. A. (2008). Retaining customers through relationship quality: a services business marketing case. Journal of Services Marketing, 22(6), 445–453. https://doi.org/10.1108/08876040810901864
  8. Chin, W. (2000). Partial least squares for IS researchers: an overview and presentation of recent advances using the PLS approach. ICIS, 2000, 741–742. https://aisel.aisnet.org/icis2000/88
  9. Crosby, L. A., Evans, K. R., & Cowles, D. (1990). Relationship Quality in Services Selling: An Interpersonal Influence Perspective. Journal of Marketing, 54(3), 68. https://doi.org/10.2307/1251817
  10. Dharmayanti, D. (2006). Analisis dampak service performance dan kepuasan sebagai moderating variable terhadap loyalitas nasabah (Studi pada nasabah tabungan bank mandiri cabang Surabaya). Jurnal Manajemen Pemasaran, 1(1). https://doi.org/https://doi.org/10.9744/pemasaran.1.1.
  11. Doaei, H., Rezaei, A., & Khajei, R. (2011). The impact of relationship marketing tactics on customer loyalty: The mediation role of relationship quality. International Journal of Business Administration, 2(3), 83. https://doi.org/10.5430/ijba.v2n3p83
  12. Dushyenthan, T. (2012). Interactive marketing and its impact on customer satisfaction-the study of mobile communication service providers in Jaffna Sri Lanka (A comparative study of dialog and mobitel). Global Journal of Management and Business Research, 12(14). https://globaljournals.org/item/825-interactive-marketing-and-its-impact-on-customer-satisfaction-the-study-of-mobile-communication-service-providers-in-jaffna-sri-lanka-a-comparative-study-of-dialog-and-mobitel
  13. Dwyer, F. R., Schurr, P. H., & Oh, S. (1987). Developing buyer-seller relationships. Journal of Marketing, 51(2), 11–27. https://doi.org/10.1177/002224298705100202
  14. Farooq, A., & Moon, M. A. (2020). Service fairness, relationship quality, and customer loyalty in the banking sector of Pakistan. Pakistan Journal of Commerce and Social Sciences (PJCSS), 14(2), 484–507. https://doi.org/http://hdl.handle.net/10419/222911
  15. Fianto, B. A., Gan, C., Widiastuti, T., & Sukmana, R. (2020). Customer loyalty to Islamic banks: Evidence from Indonesia. Cogent Business & Management (2020), 7: 1859849. https://doi.org/10.1080/23311975.2020.1859849
  16. Fornell, C. (1992). A national customer satisfaction barometer: The Swedish experience. Journal of Marketing, 56(1), 6. https://doi.org/10.2307/1252129
  17. Gremler, D. D., & Brown, S. W. (1996). Service loyalty: Its nature, importance, and implications. Advancing Service Quality: A Global Perspective, 5(1), 171–181. https://www.researchgate.net/publication/242451313_Service_Loyalty_Its_Nature_Importance_and_Implications
  18. Gye-Soo, K. (2016). Partial least squares structural equation modeling (PLS-SEM): An application in customer satisfaction research. International Journal of U- and e-Service, Science, and Technology, 9(4), 61–68. https://doi.org/10.14257/ijunesst.2016.9.4.07
  19. Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate data analysis: Global edition. UK: Pearson Education Limited.
  20. Hennig-Thurau, T., Gwinner, K. P., & Gremler, D. D. (2002). Understanding relationship marketing outcomes. Journal of Service Research, 4(3), 230–247. https://doi.org/10.1177/1094670502004003006
  21. Hon, L. C., & Grunig, J. E. (1999). Guidelines for measuring relationships in public relations. Gainesville, FL: Institute for public relations.
  22. Hsieh, C.-M. (2018). A multilevel analysis of the service marketing triangle in theme parks. Journal of Travel & Tourism Marketing, 35(2), 130–147. https://doi.org/10.1080/10548408.2017.1350251
  23. Kasmir. (2008). Bank dan Lembaga Keuangan Lainnya (Revisi). PT. Raja Grafindo Persada.
  24. Kotler, P., & Keller, K. L. (2009). Manajemen Pemasaran. Erlangga.
  25. Lam, S. Y., Shankar, V., Erramilli, M. K., & Murthy, B. (2004). Customer value, satisfaction, loyalty, and switching costs: An illustration from a business-to-business service context. Journal of the Academy of Marketing Science, 32(3), 293–311. https://doi.org/10.1177/0092070304263330
  26. Lancia, F. (2019). Optimalisasi kualitas pelayanan pada online store (toko online) melalui komunikasi pemasaran interaktif untuk meningkatkan loyalitas pelanggan (Studi Kasus pada Kualitas Pelayanan www. gramedia. com). Jurnal Akrab Juara, 4(5), 165–182. https://repository.bsi.ac.id/index.php/repo/viewitem/26068
  27. Lin, F.-J., & Wang, Y.-J. (2011). A study of service model among interactive marketing, service value, customer satisfaction, and behavior intention: A case of I-Lan area leisure farm in Taiwan. African Journal of Business Management, 5(16), 7076–7084. https://doi.org/10.5897/AJBM10.287
  28. Liu, C.-T., Guo, Y. M., & Lee, C.-H. (2011). The effects of relationship quality and switching barriers on customer loyalty. International Journal of Information Management, 31(1), 71–79. https://doi.org/10.1016/j.ijinfomgt.2010.05.008
  29. Mappong, S. (2020). Kota Parepare memiliki potensi untuk menjadi penopang perekonomian di wilayah Kawasan Timur Indonesia (KTI). https://makassar.antaranews.com/berita/212338/pelabuhan-parepare-sulsel-potensial-kembangkan-industri-maritim-di-kti
  30. Oliver, R. L. (1999). Whence consumer loyalty? Journal of Marketing, 63(4_suppl1), 33–44. https://doi.org/10.1177/00222429990634s105
  31. Omoregie, O. K., Addae, J. A., Coffie, S., Ampong, G. O. A., & Ofori, K. S. (2019). Factors influencing consumer loyalty: evidence from the Ghanaian retail banking industry. International Journal of Bank Marketing, 37(3), 798–820. https://doi.org/10.1108/IJBM-04-2018-0099
  32. Ou, W., Shih, C., Chen, C., & Wang, K. (2011). Relationships among customer loyalty programs, service quality, relationship quality, and loyalty. Chinese Management Studies, 5(2), 194–206. https://doi.org/10.1108/17506141111142825
  33. Palilati, A. (2007). Pengaruh nilai pelanggan kepuasan terhadap loyalitas nasabah tabungan perbankan di Sulawesi Selatan. Jurnal Manajemen dan Kewirausahaan, 9(1), 73–81. https://doi.org/https://doi.org/10.9744/jmk.9.1.pp.%2073-81
  34. Pi, W.-P., & Huang, H.-H. (2011). Effects of promotion on relationship quality and customer loyalty in the airline industry: The relationship marketing approach. African Journal of Business Management, 5(11), 4403. https://doi.org/10.5897/AJBM10.1426
  35. Rahman, M. A., & Ramli, M. F. (2016). The influence of relationship quality on customer loyalty in the dual-banking system in the Northern States of Peninsular Malaysia. Procedia - Social and Behavioral Sciences, 219, 606–613. https://doi.org/10.1016/j.sbspro.2016.05.040
  36. Rahmayani, R. (2017). Korelasi interactive marketing dan personal selling terhadap loyalitas pelanggan. J-IKA, 4(1), 47–58. https://doi.org/https://doi.org/10.31294/kom.v4i1.1850
  37. Raza, S. A., Umer, A., Qureshi, M. A., & Dahri, A. S. (2020). Internet banking service quality, customer satisfaction, and loyalty: The modified e-SERVQUAL model. The TQM Journal, 32(6), 1443–1466. https://doi.org/10.1108/TQM-02-2020-0019
  38. Raza, A., & Rehman, Z. (2012). Impact of relationship marketing tactics on relationship quality and customer loyalty: A case study of telecom sector of Pakistan. African Journal Of Business Management, 6(14), 5085. https://doi.org/10.5897/AJBM11.3022
  39. Santouridis, I., & Veraki, A. (2017). Customer relationship management and customer satisfaction: the mediating role of relationship quality. Total Quality Management & Business Excellence, 28(9–10), 1122–1133. https://doi.org/10.1080/14783363.2017.1303889
  40. Sarstedt, M., Ringle, C. M., Smith, D., Reams, R., & Hair, J. F. (2014). Partial least squares structural equation modeling (PLS-SEM): A useful tool for family business researchers. Journal of Family Business Strategy, 5(1), 105–115. https://doi.org/https://doi.org/10.1016/j.jfbs.2014.01.002
  41. Segoro, W. (2013). The influence of perceived service quality, mooring factor, and relationship quality on customer satisfaction and loyalty. Procedia - Social and Behavioral Sciences, 81, 306–310. https://doi.org/10.1016/j.sbspro.2013.06.433
  42. Stan, V., Caemmerer, B., & Cattan-Jallet, R. (2013). Customer loyalty development: The role of switching costs. Journal of Applied Business Research (JABR), 29(5), 1541. https://doi.org/10.19030/jabr.v29i5.8069
  43. TaghiPourian, M. J., & Bakhsh, M. M. (2015). Loyalty: From single-stage loyalty to four-stage loyalty. International Journal of New Technology and Research, 1(6). https://www.researchgate.net/publication/298240763_Loyalty_From_Single-Stage_Loyalty_to_Four-Stage_Loyalty
  44. Tjiptono, F. (2008). Strategi pemasaran, Ed. 3. Andi.
  45. Ulaga, W., & Eggert, A. (2006). Relationship value and relationship quality. European Journal of Marketing, 40(3/4), 311–327. https://doi.org/10.1108/03090560610648075
  46. Yoong, L. C., Lian, S. B., & Subramaniam, M. (2017). Relationship value and relationship quality: an exploration of its antecedents on customer loyalty. Asian Social Science, 13(12), 51. https://doi.org/10.5539/ass.v13n12p51
  47. Yusfiarto, R (2021). The relationship between m-banking service quality and loyalty: Evidence in Indonesian Islamic banking. Asian Journal of Islamic Management, 3 (1), 23-33. https://doi.org/10.1108/AJIM.vol3.iss1.art3