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
Article Details
Copyright (c) 2023 Multazam Mansyur Addury, Dian Resky Pangestu
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References
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- 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
- 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
- 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
- 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
- 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
- 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
- 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
- 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
- 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.
- 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
- 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
- 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
- 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
- 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
- Fornell, C. (1992). A national customer satisfaction barometer: The Swedish experience. Journal of Marketing, 56(1), 6. https://doi.org/10.2307/1252129
- 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
- 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
- Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate data analysis: Global edition. UK: Pearson Education Limited.
- 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
- Hon, L. C., & Grunig, J. E. (1999). Guidelines for measuring relationships in public relations. Gainesville, FL: Institute for public relations.
- 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
- Kasmir. (2008). Bank dan Lembaga Keuangan Lainnya (Revisi). PT. Raja Grafindo Persada.
- Kotler, P., & Keller, K. L. (2009). Manajemen Pemasaran. Erlangga.
- 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
- 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
- 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
- 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
- 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
- Oliver, R. L. (1999). Whence consumer loyalty? Journal of Marketing, 63(4_suppl1), 33–44. https://doi.org/10.1177/00222429990634s105
- 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
- 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
- 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
- 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
- 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
- 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
- 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
- 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
- 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
- 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
- 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
- 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
- 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
- Tjiptono, F. (2008). Strategi pemasaran, Ed. 3. Andi.
- 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
- 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
- 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
References
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
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
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
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
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
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
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
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
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
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.
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
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
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
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
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
Fornell, C. (1992). A national customer satisfaction barometer: The Swedish experience. Journal of Marketing, 56(1), 6. https://doi.org/10.2307/1252129
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
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
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate data analysis: Global edition. UK: Pearson Education Limited.
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
Hon, L. C., & Grunig, J. E. (1999). Guidelines for measuring relationships in public relations. Gainesville, FL: Institute for public relations.
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
Kasmir. (2008). Bank dan Lembaga Keuangan Lainnya (Revisi). PT. Raja Grafindo Persada.
Kotler, P., & Keller, K. L. (2009). Manajemen Pemasaran. Erlangga.
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
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
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
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
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
Oliver, R. L. (1999). Whence consumer loyalty? Journal of Marketing, 63(4_suppl1), 33–44. https://doi.org/10.1177/00222429990634s105
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
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
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
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
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
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
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
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
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
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
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
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
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
Tjiptono, F. (2008). Strategi pemasaran, Ed. 3. Andi.
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
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
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