RELATIONAL MARKETING AND CUSTOMERS SHIFTING TENDENCY IN ISLAMIC BANKING IN EAST JAVA

Abstract

The purpose of this study was to explain the relationships between relational bonds, customers " value, and customers " loyalty of three consumer groups of Islamic banking in East Java. Samples were obtained from 613 Islamic banks " customers in East Java and were analyzed using SEM. The findings were: For stayers, the three types of bonds raised utilitarian and hedonistic values, which raised loyalty. For dissatisfied switchers, only structural bond affected the utilitarian value, which raised loyalty. For satisfied switchers, social bond affected hedonistic value, while structural bond affected utilitarian value. Abstrak Tujuan dari penelitian ini adalah menjelaskan hubungan antara ikatan relasional, customer value dan loyalitas pada tiga kelompok konsumen pada perbankan syariah di Jawa Timur. Sampel berasal dari 613 nasabah bank syariah di Jawa Timur dan dianalisis menggunakan SEM. Hasilnya: kelompok stayers, tiga tipe ikatan meningkatkan nilai utilitarian dan hedonis, sehingga meningkatkan loyalitas. Kelompok dissatisfied switchers, hanya ikatan struktural yang berdampak terhadap nilai utilitarian, yang meningkatkan loyalitas. Kelompok satisfied switchers, ikatan sosial mempengaruhi nilai hedonik, sedangkan ikatan struktural mempengaruhi nilai utilitarian.