The Influence of Relationship Marketing and Service Quality with Customer Satisfaction Mediation Variables on Customer Loyalty
https://doi.org/10.35877/454RI.qems963
Keywords:
Relationship Marketing, Service Quality, Customer Satisfaction, Customer Loyalty.
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Abstract
Customer loyalty is so important for a company to retain customers. Customer loyalty is worth to reduce competition between competitors. Customer loyalty can be influenced by relationship marketing, service quality, and customer satisfaction. So this study aims to see the effect of relationship marketing, service quality, customer satisfaction, and customer loyalty. The population of this study focuses on Indonesian Islamic Bank (BSI) customers, using purposive sampling. The sample is Indonesian Sharia Bank (BSI) customers in the Tangerang area as many as 230. This type of research is quantitative, with data collection by distributing questionnaires. The analytical method used is the Structural Equation Model (SEM-PLS) with the SMART PLS software program. This study aims to see the effect of relationship marketing, service quality, customer satisfaction, and customer loyalty. The results of the study conclude that relationship marketing and service quality have a positive effect on customer satisfaction and customer loyalty. Customer satisfaction as a mediating variable has a positive effect on customer loyalty. The implication of this research is the company order to increases customer loyalty by making customers feel satisfied through relationship marketing and the quality of services provided
References
References
Abd Ghani, M., Rahi, S., Mansour, M., Abed, H., & Alnaser, F. M. (2017). Determinants of Customer Loyalty: The Role of Service Quality, Customer Satisfaction and Bank Image of Islamic Banks in Palestine. International Journal of Economics & Management Sciences, 06(05). https://doi.org/10.4172/2162-6359.1000461
Abtin, A., & Pouramiri, M. (2016). The impact of relationship marketing on customer loyalty enhancement (Case study: Kerman Iran insurance company). Marketing and Branding Research, 3(1), 41–49. https://doi.org/10.33844/mbr.2016.60203
Adil, M. (2013). Modelling effect of perceived service quality dimensions on customer satisfaction in Indian bank settings. International Journal of Services and Operations Management, 15(3), 358–373. https://doi.org/10.1504/IJSOM.2013.054447
Afriani, R., Indradewa, R., Yanuar, T., & Syah, R. (2019). Brand Communications Effect, Brand Images, and Brand Trust Over Loyalty Brand Building at PT Sanko Material Indonesia. Journal of Multidisciplinary Academic, 3(3), 44–50. https://www.kemalapublisher.com/index.php/JoMA/article/view/386
Aka, D. O., Kehinde, O. J., & Ogunnaike, O. O. (2016). Relationship Marketing and Customer Satisfaction: A Conceptual Perspective. Binus Business Review, 7(2), 185. https://doi.org/10.21512/bbr.v7i2.1502
Al-Azzam, A. F. M. (2015). The Impact of Service Quality Dimensions on Customer Satisfaction: A Field Study of Arab Bank in Irbid City, Jordan. European Journal of Business and ManagementOnline), 7(15), 2222–2839.
Amoako, G. K. (2019). Relationship Marketing, Orientation, Brand Equity and Firm Value: The Mediating Role of Customer Value—An Emerging Market Perspective. Journal of Relationship Marketing, 18(4), 280–308. https://doi.org/10.1080/15332667.2019.1639589
Bojei, J., & Abu, M. L. (2014). The Underlying Dimensions of Relationship Marketing in the Malaysian Mobile Service Sector. Journal of Relationship Marketing, 13(3), 169–190. https://doi.org/10.1080/15332667.2014.939017
Boonlertvanich, K. (2019). Service quality, satisfaction, trust, and loyalty: the moderating role of main-bank and wealth status. International Journal of Bank Marketing, 37(1), 278–302. https://doi.org/10.1108/IJBM-02-2018-0021
Branch, T., Branch, U., Nobar, H. B. K., & Rostamzadeh, R. (2018). the Impact of Customer Satisfaction , Customer Experience and Customer Loyalty on Brand Power : Journal of Economics and Management, 19(2), 417–430.
Fadlilah, R., Syah, T. Y. R., Indradewa, R., & Pusaka, S. (2019). the Role of Service Quality and Customer Satisfaction: a Case Study for Applications of Go-Food. Russian Journal of Agricultural and Socio-Economic Sciences, 91(7), 263–269. https://doi.org/10.18551/rjoas.2019-07.30
Hadi, D. P., & Indradewa, R. (2019). The Service Quality Effect on Corporate Reputation, Customers Satisfaction, and Loyalty. Journal of Multidisciplinary Academic 51 JoMA, 03(03).
Husnain, M., & Akhtar, W. (2015). Relationship Marketing and Customer Loyalty: Evidence from Banking Sector in Pakistan. Type: Double Blind Peer Reviewed International Research Journal Publisher: Global Journals Inc, 15(10).
Iqbal, M. A, & Indradewa, R. (2020). The Effect of Trust and Service Quality to Customer Value Moderated by the Perceived Ease of Use (Case Study Bluebird Taxi in Indonesia). European Journal of Business and Management, 12(18), 82–89. https://doi.org/10.7176/ejbm/12-18-09
Kartika, T., Firdaus, A., & Najib, M. (2020). Contrasting the drivers of customer loyalty; financing and depositor customer, single and dual customer, in Indonesian Islamic bank. Journal of Islamic Marketing, 11(4), 933–959. https://doi.org/10.1108/JIMA-04-2017-0040
Khamis, F. M., & AbRashid, R. (2018). Service quality and customer’s satisfaction in Tanzania’s Islamic banks: A case study at People’s Bank of Zanzibar (PBZ). Journal of Islamic Marketing, 9(4), 884–900. https://doi.org/10.1108/JIMA-09-2016-0068
Li, F., Lu, H., Hou, M., Cui, K., & Darbandi, M. (2021). Customer satisfaction with bank services: The role of cloud services, security, e-learning and service quality. Technology in Society, 64(October 2020), 101487. https://doi.org/10.1016/j.techsoc.2020.101487
Meesala, A., & Paul, J. (2018). Service quality, consumer satisfaction and loyalty in hospitals: Thinking for the future. Journal of Retailing and Consumer Services, 40(July), 261–269. https://doi.org/10.1016/j.jretconser.2016.10.011
Mohammad Ahmad Al-hawari. (2015). How the personality of retail bank customers interferes with the relationship between service quality and loyalty. International Journal of Bank Marketing, 33(1), 41–57. https://www.researchgate.net/profile/Mohd_Al-
Hawari/publication/281607380_How_the_personality_of_retail_bank_customers_interferes_with_the_relationship_between_service_quality_and_loyalty/links/55efc03d08aef559dc44e47a.pdf
Osman, Z., Mohamad, L., & Khuzaimah Mohamad, R. (2015). An Empirical Study of Direct Relationship of Service Quality, Customer Satisfaction and Bank Image on Customer Loyalty in Malaysian Commercial Banking Industry. American Journal of Economics, 5(2), 168–176. https://doi.org/10.5923/c.economics.201501.20
Putra, I. W. J. A., & Putri, D. P. (2019). The Mediating Role of Relationship Marketing between Service Quality and Customer Loyalty. Journal of Relationship Marketing, 18(3), 233–245. https://doi.org/10.1080/15332667.2019.1589246
Rusmahafi, F. A., & Wulandari, R. (2020). the Effect of Brand Image, Service Quality, and Customer Value on Customer Satisfaction. International Review of Management and Marketing, 10(4), 68–77. https://doi.org/10.32479/irmm.9939
Saravanakumar, G., & JothiJayakrishnan. (2014). Effect of service quality on Customer loyalty: empirical evidence from co-operative bank. International Journal of Business and Administration Research Review, 2(2347), 87–94.
Tjahjaningsih, E., Ningsih, D. H. U., & Utomo, A. P. (2020). The Effect of Service Quality and Product Diversity on Customer Loyalty: The Role of Customer Satisfaction and Word of Mouth. Journal of Asian Finance, Economics and Business, 7(12), 481–490. https://doi.org/10.13106/JAFEB.2020.VOL7.NO12.481
Toriman, M., & Asnawati. (2016). Pengaruh relationship marketing terhadap kepuasan konsumen. Jurnal Manajemen, 8(1), 66-79 ISSN print: 2085-6911, ISSN online: 2528-151.
Woo, K. M., & Leelapanyalert, K. “Mink.” (2014). Client Relationship Marketing Practices: An Exploratory Study of the Legal Industry. Journal of Relationship Marketing, 13(4), 286–317. https://doi.org/10.1080/15332667.2014.965648
Yang, C. C., & Chao, C. C. (2017). How relationship marketing, switching costs, and service quality impact customer satisfaction and loyalty in Taiwan’s airfreight forwarding industry? Transportmetrica A: Transport Science, 13(8), 679–707. https://doi.org/10.1080/23249935.2017.1321696
Abd Ghani, M., Rahi, S., Mansour, M., Abed, H., & Alnaser, F. M. (2017). Determinants of Customer Loyalty: The Role of Service Quality, Customer Satisfaction and Bank Image of Islamic Banks in Palestine. International Journal of Economics & Management Sciences, 06(05). https://doi.org/10.4172/2162-6359.1000461
Abtin, A., & Pouramiri, M. (2016). The impact of relationship marketing on customer loyalty enhancement (Case study: Kerman Iran insurance company). Marketing and Branding Research, 3(1), 41–49. https://doi.org/10.33844/mbr.2016.60203
Adil, M. (2013). Modelling effect of perceived service quality dimensions on customer satisfaction in Indian bank settings. International Journal of Services and Operations Management, 15(3), 358–373. https://doi.org/10.1504/IJSOM.2013.054447
Afriani, R., Indradewa, R., Yanuar, T., & Syah, R. (2019). Brand Communications Effect, Brand Images, and Brand Trust Over Loyalty Brand Building at PT Sanko Material Indonesia. Journal of Multidisciplinary Academic, 3(3), 44–50. https://www.kemalapublisher.com/index.php/JoMA/article/view/386
Aka, D. O., Kehinde, O. J., & Ogunnaike, O. O. (2016). Relationship Marketing and Customer Satisfaction: A Conceptual Perspective. Binus Business Review, 7(2), 185. https://doi.org/10.21512/bbr.v7i2.1502
Al-Azzam, A. F. M. (2015). The Impact of Service Quality Dimensions on Customer Satisfaction: A Field Study of Arab Bank in Irbid City, Jordan. European Journal of Business and ManagementOnline), 7(15), 2222–2839.
Amoako, G. K. (2019). Relationship Marketing, Orientation, Brand Equity and Firm Value: The Mediating Role of Customer Value—An Emerging Market Perspective. Journal of Relationship Marketing, 18(4), 280–308. https://doi.org/10.1080/15332667.2019.1639589
Bojei, J., & Abu, M. L. (2014). The Underlying Dimensions of Relationship Marketing in the Malaysian Mobile Service Sector. Journal of Relationship Marketing, 13(3), 169–190. https://doi.org/10.1080/15332667.2014.939017
Boonlertvanich, K. (2019). Service quality, satisfaction, trust, and loyalty: the moderating role of main-bank and wealth status. International Journal of Bank Marketing, 37(1), 278–302. https://doi.org/10.1108/IJBM-02-2018-0021
Branch, T., Branch, U., Nobar, H. B. K., & Rostamzadeh, R. (2018). the Impact of Customer Satisfaction , Customer Experience and Customer Loyalty on Brand Power : Journal of Economics and Management, 19(2), 417–430.
Fadlilah, R., Syah, T. Y. R., Indradewa, R., & Pusaka, S. (2019). the Role of Service Quality and Customer Satisfaction: a Case Study for Applications of Go-Food. Russian Journal of Agricultural and Socio-Economic Sciences, 91(7), 263–269. https://doi.org/10.18551/rjoas.2019-07.30
Hadi, D. P., & Indradewa, R. (2019). The Service Quality Effect on Corporate Reputation, Customers Satisfaction, and Loyalty. Journal of Multidisciplinary Academic 51 JoMA, 03(03).
Husnain, M., & Akhtar, W. (2015). Relationship Marketing and Customer Loyalty: Evidence from Banking Sector in Pakistan. Type: Double Blind Peer Reviewed International Research Journal Publisher: Global Journals Inc, 15(10).
Iqbal, M. A, & Indradewa, R. (2020). The Effect of Trust and Service Quality to Customer Value Moderated by the Perceived Ease of Use (Case Study Bluebird Taxi in Indonesia). European Journal of Business and Management, 12(18), 82–89. https://doi.org/10.7176/ejbm/12-18-09
Kartika, T., Firdaus, A., & Najib, M. (2020). Contrasting the drivers of customer loyalty; financing and depositor customer, single and dual customer, in Indonesian Islamic bank. Journal of Islamic Marketing, 11(4), 933–959. https://doi.org/10.1108/JIMA-04-2017-0040
Khamis, F. M., & AbRashid, R. (2018). Service quality and customer’s satisfaction in Tanzania’s Islamic banks: A case study at People’s Bank of Zanzibar (PBZ). Journal of Islamic Marketing, 9(4), 884–900. https://doi.org/10.1108/JIMA-09-2016-0068
Li, F., Lu, H., Hou, M., Cui, K., & Darbandi, M. (2021). Customer satisfaction with bank services: The role of cloud services, security, e-learning and service quality. Technology in Society, 64(October 2020), 101487. https://doi.org/10.1016/j.techsoc.2020.101487
Meesala, A., & Paul, J. (2018). Service quality, consumer satisfaction and loyalty in hospitals: Thinking for the future. Journal of Retailing and Consumer Services, 40(July), 261–269. https://doi.org/10.1016/j.jretconser.2016.10.011
Mohammad Ahmad Al-hawari. (2015). How the personality of retail bank customers interferes with the relationship between service quality and loyalty. International Journal of Bank Marketing, 33(1), 41–57. https://www.researchgate.net/profile/Mohd_Al-
Hawari/publication/281607380_How_the_personality_of_retail_bank_customers_interferes_with_the_relationship_between_service_quality_and_loyalty/links/55efc03d08aef559dc44e47a.pdf
Osman, Z., Mohamad, L., & Khuzaimah Mohamad, R. (2015). An Empirical Study of Direct Relationship of Service Quality, Customer Satisfaction and Bank Image on Customer Loyalty in Malaysian Commercial Banking Industry. American Journal of Economics, 5(2), 168–176. https://doi.org/10.5923/c.economics.201501.20
Putra, I. W. J. A., & Putri, D. P. (2019). The Mediating Role of Relationship Marketing between Service Quality and Customer Loyalty. Journal of Relationship Marketing, 18(3), 233–245. https://doi.org/10.1080/15332667.2019.1589246
Rusmahafi, F. A., & Wulandari, R. (2020). the Effect of Brand Image, Service Quality, and Customer Value on Customer Satisfaction. International Review of Management and Marketing, 10(4), 68–77. https://doi.org/10.32479/irmm.9939
Saravanakumar, G., & JothiJayakrishnan. (2014). Effect of service quality on Customer loyalty: empirical evidence from co-operative bank. International Journal of Business and Administration Research Review, 2(2347), 87–94.
Tjahjaningsih, E., Ningsih, D. H. U., & Utomo, A. P. (2020). The Effect of Service Quality and Product Diversity on Customer Loyalty: The Role of Customer Satisfaction and Word of Mouth. Journal of Asian Finance, Economics and Business, 7(12), 481–490. https://doi.org/10.13106/JAFEB.2020.VOL7.NO12.481
Toriman, M., & Asnawati. (2016). Pengaruh relationship marketing terhadap kepuasan konsumen. Jurnal Manajemen, 8(1), 66-79 ISSN print: 2085-6911, ISSN online: 2528-151.
Woo, K. M., & Leelapanyalert, K. “Mink.” (2014). Client Relationship Marketing Practices: An Exploratory Study of the Legal Industry. Journal of Relationship Marketing, 13(4), 286–317. https://doi.org/10.1080/15332667.2014.965648
Yang, C. C., & Chao, C. C. (2017). How relationship marketing, switching costs, and service quality impact customer satisfaction and loyalty in Taiwan’s airfreight forwarding industry? Transportmetrica A: Transport Science, 13(8), 679–707. https://doi.org/10.1080/23249935.2017.1321696
Published
2022-07-16
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Articles
How to Cite
Dwilianingsih, N. A., & Indradewa, R. (2022). The Influence of Relationship Marketing and Service Quality with Customer Satisfaction Mediation Variables on Customer Loyalty. Quantitative Economics and Management Studies, 3(4), 548-554. https://doi.org/10.35877/454RI.qems963
