Build Loyalty with Islamic Relationship Marketing and Trust Through Satisfaction

Tamamudin, Saddam Husein, Anas Hidayat
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Abstract

This study examines and explains how loyalty is built with Islamic relationship marketing and trust through customer satisfaction. The success of a company in getting satisfied customers will have an impact on customer loyalty. Although relationship marketing research is a popular topic, research on relationship marketing from an Islamic perspective is very limited. Relationship marketing from an Islamic perspective is interesting because it is very relevant to be practiced in today's business development. The quantitative approach used in this study, the data collection method through questionnaires with non-probability sampling techniques, the number of respondents was 76, the data analysis technique used in this study was Path Analysis. The results showed that there was a relationship between Islamic relationship marketing and trust which had a direct effect on customer satisfaction. Islamic relationship marketing and trust directly affect loyalty, and consumer satisfaction has a direct effect on loyalty. Consumer satisfaction can play a role as a mediating variable between Islamic relationship marketing and trust on loyalty.
通过伊斯兰关系营销和满意度建立忠诚
本研究检视并解释伊斯兰关系行销如何透过顾客满意建立忠诚与信任。一个公司在获得满意客户方面的成功会对客户忠诚度产生影响。虽然关系营销研究是一个热门话题,但从伊斯兰的角度对关系营销的研究非常有限。从伊斯兰的角度来看,关系营销很有趣,因为它与今天的商业发展非常相关。本研究采用的定量方法,通过问卷调查的方式收集数据,采用非概率抽样技术,被调查者人数为76人,本研究采用的数据分析技术为通径分析。结果表明,伊斯兰关系营销与信任之间存在一定的关系,信任对顾客满意度有直接的影响。伊斯兰关系营销和信任直接影响忠诚度,消费者满意度对忠诚度有直接影响。消费者满意度可以作为伊斯兰关系营销与信任对忠诚之间的中介变量。
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