Penulis: RAMADANIA - UNIVERSITAS TANJUNGPURA PONTIANAK [ 25/6/2007 ]
Recently, the focus of organizations consideration has moved from strategic design to recruitment of new customer and made transaction with them in a effort of maintaining the existing customers and building long ? term relationship with the customers, this is called relationship marketing. Loyalty is the purpose of relationship marketing that is built not by satisfaction, but also trust and commitment as key mediator in building loyalty.
The purpose of this research is to analyze the relationship between perception of syariah system quality, service quality, satisfaction, trust and commitment in building loyalty for the customer who have a high relational orientation to organization in syariah banking setting.
The research was conducted in Bank Muamalat Indonesia Surabaya at three locations BMI Darmo, BMI UNAIR, BMI Ampel. Data were collected by using questionnaires involving 150 respondents. Variables were measured by 44 items using semantic differential scale from 1 to 9. The relationship of variables in this research was tested by using peth analysis.
Findings from the research show that the perception of syariah system quality especially profit sharing has positive relationship with satisfaction, but zakat system does not show significant relationship. Furthermore, this research shows that there are positive relationship between trust and commitment, commitment and loyalty, and trust and loyalty. But, this research does not show any evidence that there is a relationship between syariah system quality perception to trust and commitment. Moreover, there is no significant relationship between satisfaction and commitment, and satisfaction and loyalty.
Keywords : Syariah Banking, Relationship Marketing, Loyalty, Trust, Commitment,
Customer Satisfaction, Service Quality.