Customer Engagement in Enhancing Customer Loyalty: Empirical Evidence Non-Muslim Customers of Bank Syariah Indonesia (BSI) KCP Tomoni

Abstract

Introduction: One of the strategies implemented to engage customers is the application of the customer engagement concept. The purpose of this research is to analyze the customer engagement strategy's impact on the loyalty of non-Muslim customers at Bank Syariah Indonesia (BSI) KCP Tomoni. Research Methods: The research method employed in this study is qualitative research from a phenomenological perspective. The findings derived from in-depth interviews will then be analyzed using the Interpretative Phenomenological Analysis (IPA) method.  Results: The implementation of customer engagement with the indicators of cognitive attachment, attitudinal attachment, and behavioral attachment can foster a sense of loyalty among non-Muslim customers towards BSI KCP Tomoni. Conclusion: The implementation of the customer engagement strategy at BSI KCP Tomoni has successfully enhanced the loyalty of non-Muslim customers through three key indicators: cognitive engagement, attitudinal attachment, and behavioral attachment. It is recommended that the bank continue to improve the customer experience, invest in employee training, and tailor marketing strategies to sustain customer loyalty.