Proceedings of the International Conference on Business and Management Research (ICBMR 2020)

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Analysis of Internal and Relational Marketing Influences on Customer Loyalty Through Customer Satisfaction in Bank KalSel Sharia

Authors
Maryono, Naili Farida, Bulan Prabawani
Corresponding Author
Maryono
Available Online 23 December 2020.
DOI
10.2991/aebmr.k.201222.008How to use a DOI?
Keywords
Internal Marketing, Relational marketing, Customer Satisfaction, Loyalty
Abstract

This research studies how and how far internal and relational marketing influence customer satisfaction and its effect toward customer loyalty of Bank KalSel Sharia in Banjarmasin city, Indonesia. This research is an explanatory research in which the population is the customers of Bank KalSel Sharia. By using Non-Probability Sampling, 135 customers are chosen as the samples. The data are collected by using questionnaires and then analyzed by using Structural Equation Modeling with SmartPLS software. The results of this research show that: (1) Relational marketing is not capable of directly and significantly influencing customer loyalty. However, it does have an indirect and significant influence towards customer loyalty through customer satisfaction. (2) Internal marketing significantly influences customer satisfaction and customer loyalty. (3) Relational and internal marketing are capable of significantly influencing customer satisfaction. (4) Customer satisfaction significantly influences customer loyalty. (5) Internal marketing significantly influences relational marketing. The results of this research show that customer satisfaction can be a booster of relational and internal marketing for customer loyalty.

Copyright
© 2020, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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Volume Title
Proceedings of the International Conference on Business and Management Research (ICBMR 2020)
Series
Advances in Economics, Business and Management Research
Publication Date
23 December 2020
ISBN
978-94-6239-309-7
ISSN
2352-5428
DOI
10.2991/aebmr.k.201222.008How to use a DOI?
Copyright
© 2020, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Cite this article

risenwbib
TY  - CONF
AU  - Maryono
AU  - Naili Farida
AU  - Bulan Prabawani
PY  - 2020
DA  - 2020/12/23
TI  - Analysis of Internal and Relational Marketing Influences on Customer Loyalty Through Customer Satisfaction in Bank KalSel Sharia
BT  - Proceedings of the International Conference on Business and Management Research (ICBMR 2020)
PB  - Atlantis Press
SP  - 53
EP  - 61
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.201222.008
DO  - 10.2991/aebmr.k.201222.008
ID  - 2020
ER  -