The Influence of Bank Image, Accessibility, and Customer Relationship Management on Customer Satisfaction and Loyalty at Islamic Banks in Makassar City

Abstract

Purpose:  To test and analyze partially the effect of bank image, accessibility, and customer relationship management on customer satisfaction at Islamic banks in Makassar City. To test and analyze the partial effect of bank image, accessibility, and customer relationship management on customer loyalty through customer satisfaction at Islamic banks in Makassar City.   Theoretical framework: To test and analyze partially the effect of bank image, accessibility, customer relationship management, and customer satisfaction on customer loyalty at Islamic banks in Makassar City   Design/Methodology/Approach:  The population is 145,280 customers, and the sample is 400 customers. Methods of data collection using a questionnaire. The sample collection method is purposive sampling. The analytical method uses the Structural Equation Model (SEM).   Findings:  The results of the study show that: Bank image, accessibility, and customer relationship management partially have a positive and significant effect on customer satisfaction at Islamic banks in Makassar City. Bank image, customer relationship management, and customer satisfaction partially have a positive and significant effect on customer loyalty at Islamic banks in Makassar City.   Research, Practical & Social implications:  Accessibility has a positive and insignificant effect on customer loyalty at Islamic Banks in Makassar City. Bank image, accessibility, and customer relationship management partially have a positive and significant effect on customer loyalty through customer satisfaction at Islamic banks in Makassar City.   Originality/Value: Loyal customers do not make accessibility the main factor in creating a loyal attitude but prioritize the image of Islamic Banks and Customer Relationship Management as factors that contribute significantly directly to loyalty.