The Role of E-Satisfaction in Mediating Relationship Marketing (RM) on Banking E-Customer Loyalty.

Yulianti, Fadma; Astuti, Widji; Sumtaky, Maxion

The research objective is to analyze the relationship between relationship marketing (RM) and e-customer loyalty, which is mediated by e-customer satisfaction in the banking industry in Banjarmasin. The increasingly rapid challenges of the banking world require organizations to improve their efforts to provide world-class services in order to attract and retain loyal customers. RM is the key answer to retaining loyal customers. The research was conducted in Banjarmasin with a population of 200 conventional government bank customers using a simple random sampling technique. Data were obtained from interviews with customers using a questionnaire distributed via Google Forms, and data analysis techniques using SEM AMOS 24. The research results prove that RM which consists of trust, commitment, communication, and conflict handling has a positive and significant effect on e-customer loyalty through e-customer satisfaction. This means that to further increase customer satisfaction for them to be loyal, the repair company must be able to maintain good relationships by providing a good level of trust, commitment, communication, and resolve conflicts that occur.

CUSTOMER satisfaction; RELATIONSHIP marketing; BANK customers; TRUST; BANKING industry; SATISFACTION; CUSTOMER loyalty

KnE Social Sciences, 2024, p125

2518-668X

Academic Journal

10.18502/kss.v9i29.17247