THE INFLUENCE OF SELF-SERVICE TECHNOLOGY AND CUSTOMER RELATIONSHIP MARKETING ON BANK MUAMALAT MALANG CUSTOMER LOYALTY WITH CUSTOMER SATISFACTION AS A MEDIATING VARIABLE
Main Article Content
Aisyah Rokhma
Ronny Malavia Mardani
Ridwan Basalamah
This study examines the influence of self-service technology and customer relationship marketing on customer loyalty at Bank Muamalat Malang, with customer satisfaction serving as a mediating variable. Using a quantitative research, this research analyzes data from 100 respondents collected through structured questionnaires. The study employs Structural Equation Modeling (SEM) to test the hypothesized relationships between variables. Results indicate that both self-service technology and customer relationship marketing significantly influence customer loyalty, with customer satisfaction playing a crucial mediating role. Self-service technology demonstrates a positive impact on customer satisfaction through ease of use, utility, time efficiency, and self-control dimensions. Customer relationship marketing, measured through trust, competence, commitment, communication, and conflict handling, also shows significant positive effects on customer satisfaction and loyalty. The mediation analysis reveals that customer satisfaction partially mediates the relationship between independent variables and customer loyalty. These findings provide valuable insights for Islamic banking institutions in developing effective strategies to enhance customer retention and loyalty through technological innovation and relationship management.
Keywords: self-service technology, customer relationship marketing, customer loyalty, customer satisfaction, Islamic banking, mediation analysis
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Bitner, M. J., Ostrom, A. L., & Meuter, M. L. Implementing successful self-service technologies. Academy of Management Perspectives, 16(4), 96-108.
Collier, J. E., & Sherrell, D. L. Examining the influence of control and convenience in a self-service setting. Journal of the Academy of Marketing Science, 38(4), 490-509.
Curran, J. M., & Meuter, M. L. Self-service technology adoption: comparing three technologies. Journal of Services Marketing, 19(2), 103-113.
Davis, F. D. Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 13(3), 319-340.
Dick, A. S., & Basu, K. Customer loyalty: toward an integrated conceptual framework. Journal of the Academy of Marketing Science, 22(2), 99-113.
Duncan, T., & Moriarty, S. E. A communication-based marketing model for managing relationships. Journal of Marketing, 62(2), 1-13.
Fullerton, G. Creating advocates: the roles of satisfaction, trust and commitment. Journal of Retailing and Consumer Services, 18(1), 92-100.
Garbarino, E., & Johnson, M. S. The different roles of satisfaction, trust, and commitment in customer relationships. Journal of Marketing, 63(2), 70-87.
Liljander, V., Gillberg, F., Gummerus, J., & van Riel, A. Technology readiness and the evaluation and adoption of self-service technologies. Journal of Retailing and Consumer Services, 13(3), 177-191.
Meuter, M. L., Ostrom, A. L., Roundtree, R. I., & Bitner, M. J. Self-service technologies: understanding customer satisfaction with technology-based service encounters. Journal of Marketing, 64(3), 50-64.
Morgan, R. M., & Hunt, S. D. The commitment-trust theory of relationship marketing. Journal of Marketing, 58(3), 20-38.
Oliver, R. L. Whence consumer loyalty? Journal of Marketing, 63(4), 33-44.
Parasuraman, A., & Grewal, D. The impact of technology on the quality-value-loyalty chain: a research agenda. Journal of the Academy of Marketing Science, 28(1), 168-174.
Reichheld, F. F., & Schefter, P. E-loyalty: your secret weapon on the web. Harvard Business Review, 78(4), 105-113.
Sirdeshmukh, D., Singh, J., & Sabol, B. Consumer trust, value, and loyalty in relational exchanges. Journal of Marketing, 66(1), 15-37.
Tax, S. S., & Brown, S. W. Recovering and learning from service failure. Sloan Management Review, 40(1), 75-88.
Venkatesh, V., & Bala, H. Technology acceptance model 3 and a research agenda on interventions. Decision Sciences, 39(2), 273-315.
Ahmad, A., Rahman, O., & Khan, M. N. Exploring the role of website quality and hedonism in the formation of e-satisfaction and e-loyalty. Journal of Research in Interactive Marketing, 15(1), 93-120.
Akroush, M. N., & Al-Debei, M. M. An integrated model of factors affecting customer loyalty in the Islamic banking sector. International Journal of Bank Marketing, 38(2), 351-378.
Belanche, D., Casaló, L. V., & Flavián, C. Integrating trust and personal values into the technology acceptance model. Expert Systems with Applications, 41(9), 4612-4618.
Dootson, P., Beatson, A., & Drennan, J. Financial institutions using social media: do consumers perceive value? International Journal of Bank Marketing, 34(1), 9-36.
Hassan, H. E., & Wood, V. R. Does country culture influence consumers' perceptions toward mobile banking? A comparison between Egypt and the United States. Telematics and Informatics, 46, 101312.
Raza, S. A., Umer, A., Qureshi, M. A., & Dahri, A. S. Internet banking service quality, e-customer satisfaction and loyalty: the modified e-SERVQUAL model. The TQM Journal, 32(6), 1443-1466.
Anderson, E. W., & Fornell, C. Foundations of the American customer satisfaction index. Total Quality Management, 11(7), 869-882.
Bitner, M. J., Ostrom, A. L., & Meuter, M. L. Implementing successful self-service technologies. Academy of Management Perspectives, 16(4), 96-108.
Collier, J. E., & Sherrell, D. L. Examining the influence of control and convenience in a self-service setting. Journal of the Academy of Marketing Science, 38(4), 490-509.
Curran, J. M., & Meuter, M. L. Self-service technology adoption: comparing three technologies. Journal of Services Marketing, 19(2), 103-113.
Davis, F. D. Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 13(3), 319-340.
Dick, A. S., & Basu, K. Customer loyalty: toward an integrated conceptual framework. Journal of the Academy of Marketing Science, 22(2), 99-113.
Duncan, T., & Moriarty, S. E. A communication-based marketing model for managing relationships. Journal of Marketing, 62(2), 1-13.
Fullerton, G. Creating advocates: the roles of satisfaction, trust and commitment. Journal of Retailing and Consumer Services, 18(1), 92-100.
Garbarino, E., & Johnson, M. S. The different roles of satisfaction, trust, and commitment in customer relationships. Journal of Marketing, 63(2), 70-87.
Liljander, V., Gillberg, F., Gummerus, J., & van Riel, A. Technology readiness and the evaluation and adoption of self-service technologies. Journal of Retailing and Consumer Services, 13(3), 177-191.
Meuter, M. L., Ostrom, A. L., Roundtree, R. I., & Bitner, M. J. Self-service technologies: understanding customer satisfaction with technology-based service encounters. Journal of Marketing, 64(3), 50-64.
Morgan, R. M., & Hunt, S. D. The commitment-trust theory of relationship marketing. Journal of Marketing, 58(3), 20-38.
Oliver, R. L. Whence consumer loyalty? Journal of Marketing, 63(4), 33-44.
Parasuraman, A., & Grewal, D. The impact of technology on the quality-value-loyalty chain: a research agenda. Journal of the Academy of Marketing Science, 28(1), 168-174.
Reichheld, F. F., & Schefter, P. E-loyalty: your secret weapon on the web. Harvard Business Review, 78(4), 105-113.
Sirdeshmukh, D., Singh, J., & Sabol, B. Consumer trust, value, and loyalty in relational exchanges. Journal of Marketing, 66(1), 15-37.
Tax, S. S., & Brown, S. W. Recovering and learning from service failure. Sloan Management Review, 40(1), 75-88.
Venkatesh, V., & Bala, H. Technology acceptance model 3 and a research agenda on interventions. Decision Sciences, 39(2), 273-315.
Ahmad, A., Rahman, O., & Khan, M. N. Exploring the role of website quality and hedonism in the formation of e-satisfaction and e-loyalty. Journal of Research in Interactive Marketing, 15(1), 93-120.
Akroush, M. N., & Al-Debei, M. M. An integrated model of factors affecting customer loyalty in the Islamic banking sector. International Journal of Bank Marketing, 38(2), 351-378.
Belanche, D., Casaló, L. V., & Flavián, C. Integrating trust and personal values into the technology acceptance model. Expert Systems with Applications, 41(9), 4612-4618.
Dootson, P., Beatson, A., & Drennan, J. Financial institutions using social media: do consumers perceive value? International Journal of Bank Marketing, 34(1), 9-36.
Hassan, H. E., & Wood, V. R. Does country culture influence consumers' perceptions toward mobile banking? A comparison between Egypt and the United States. Telematics and Informatics, 46, 101312.
Raza, S. A., Umer, A., Qureshi, M. A., & Dahri, A. S. Internet banking service quality, e-customer satisfaction and loyalty: the modified e-SERVQUAL model. The TQM Journal, 32(6), 1443-1466.
