THE ROLE OF ISLAMIC BANKING SERVICE QUALITY ON CUSTOMER SATISFACTION IN INCREASING CUSTOMER RETENTION

THE ROLE OF ISLAMIC BANKING SERVICE QUALITY ON CUSTOMER SATISFACTION IN INCREASING CUSTOMER RETENTION

IBSQ, Service Quality, Customer Satisfaction, Customer Retention

The increasing level of public awareness of the alternative banking system with the iB logo (read ai-Bi, Islamic banking) is part of the results of intensive socialization by regulators over the past few years. Like ripe fruit, this public enthusiasm is ready to be picked by Islamic banks that are observant and quick to capture market opportunities. And if that happens, it is not impossible that iB (Islamic Banking) will shoot up even faster than its previous very impressive growth of 46.3% per year. Researchers tried to confirm the relationship between CARTER+ service quality, satisfaction, and retention in the context of Islamic banks in Indonesia. In addition, it is necessary to study more deeply about customer retention in enjoying Islamic banking products and services. In accordance with the function of the bank, namely establishing relationships with customers, it is able to create value that is directly felt by customers. This can foster long-term satisfaction and encourage customers to remain customers of the bank. In this study, the measurement model used is expected to, first, assist decision making in Islamic banking marketing and identify determinants of Islamic banking service quality better known as Islamic Banking Service Quality (iBSQ). Second, customer satisfaction of Islamic state-owned banks is a direct response given by bank customers to the dimensions of Islamic state-owned bank service quality which can ultimately increase customer retention significantly. Third, customer retention is the ultimate goal of all services from Islamic banking in general and Islamic state-owned banks in particular. In this study, the approach used is a quantitative approach (positivism) supported by informative qualitative. The data used are primary data and secondary data. In this study, data sources were taken from 3 different banks, namely: Bank BRI Syariah, Bank BNI Syariah and Bank Syariah Mandiri. Based on the results of the analysis and discussion of this research, the following conclusions can be drawn: (1) Of the seven dimensions of service quality that have a significant influence on customer satisfaction are the Sharia Compliance dimension of 19.3%, the Service System dimension of 28.4%, the Responsiveness dimension of 30.6% and the remaining 21.7% is influenced by other variables not included in the model. (2) Customer retention is significantly influenced by Customer Satisfaction of 28.2% while the remaining 71.8% is influenced by other variables..

Edy Sulistiyawan1)*, Suharyanto2), Rena Sofyatus Zuhroh3), Zahra Regita Amelia Putri4

https://jurnal.stie-aas.ac.id/index.php/IJEBAR

2024

PERI IRAWAN

PDF

ENGLISH

TEXT