MODEL KEPUASAN NASABAH PADA PERBANKAN SYARIAH DI MADURA

Anna Zakiyah Hastriana, NIM.: 1530316011 (2022) MODEL KEPUASAN NASABAH PADA PERBANKAN SYARIAH DI MADURA. Doctoral thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

This study aims to examine the effect of exogenous variables in the form of trust, service quality, and relational marketing on the endogenous variable of maṣlaḥah satisfaction, the effect of exogenous variables of relational marketing on the endogenous variable of customer loyalty, and the effect of the endogenous variable of maṣlaḥah satisfaction on the endogenous variable of customer loyalty at Islamic banks in Madura. One of the novelties in this research is to formulate satisfaction in an Islamic way which is then given the name maṣlaḥah satisfaction theory. This is due to the measurement of customer satisfaction used by researchers currently still using measurements from Oliver’s theory, The Expectancy- Disconfirmation Paradigm. This type of research is survey research using a quantitative approach. The type of data used is the type of primary data with the data source of Islamic bank customers in Madura. The sampling technique used is purposive sampling by screening respondents who make transactions for at least 6 months at Islamic banks in Madura, as many as 120 samples. The data analysis technique in this study uses SEM (Structural Equation Modeling) using the Smart-PLS version 3.2.9 program. An important finding in this study is that there is a positive and significant correlation between service quality, relational marketing, and maṣlaḥah satisfaction. There is also a positive and significant correlation between relational marketing and maṣlaḥah satisfaction with the loyalty of Islamic bank customers in Madura. The correlation between maṣlaḥah satisfaction and loyalty is the closest correlation. Service quality and relational marketing need to be improved in order to obtain and maintain long-term correlations between Islamic banks and customers through maṣlaḥah satisfaction and loyalty. Meanwhile, it was found that there was no correlation between trust and maṣlaḥah satisfaction. Therefore, Islamic banks should give satisfaction to customers first so that it will then have an impact on customer loyalty. Trust will not be beneficial if customers have the knowledge and are able to control the activities of Islamic banks that are different from their competitors in terms of values based on Islamic teachings.

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