CUSTOMER RELATIONSHIP MANAGEMENT: EKSPLORASI PERAN MODERASI ETIKA KERJA ISLAM DAN MEDIASI KEPUASAN NASABAH DALAM MENINGKATKAN LOYALITAS NASABAH BANK SYARIAH DI INDONESIA

Reni Furwanti, NIM.: 21300011022 (2024) CUSTOMER RELATIONSHIP MANAGEMENT: EKSPLORASI PERAN MODERASI ETIKA KERJA ISLAM DAN MEDIASI KEPUASAN NASABAH DALAM MENINGKATKAN LOYALITAS NASABAH BANK SYARIAH DI INDONESIA. Doctoral thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

This research is motivated by the low participation of the Muslim community in Indonesia in using Islamic banks as their primary accounts to fulfill their financial needs. Furthermore, if Islamic banks are well-managed, the opportunities are vast, considering Indonesia is one of the Nations with the largest Muslim population. Positioning Islamic banks in the dualism of the banking system in Indonesia presents significant challenges. One of which is the enhanced familiarity of the community with conventional banks. One of approaches to enhance the presence of Islamic banks in Indonesia is by implementing customer relationship management (CRM). However, over the time, the CRM has been narrowly interpreted only as merely a technological novelty in managing customer relationships. Moreover, the current dimensions of CRM are also considered insufficient enough in addressing contemporary issue of digital era. This research aims to develop the dimensions of the CRM to be more comprehensive in addressing issue regarding the digital era by proposing additional dimension, which known as customer data protection (CDP), as well as fill the gap in investigating the dimension of CRM measurement as a strategy to enhance customer satisfaction and loyalty in Islamic banks by exploring the moderating role of Islamic work ethics. Moreover, through comprehensive analysis, this research successfully constructs a conceptual model to predict the level of customer satisfaction and loyalty in Islamic banks developed using a relational approach and Islamic ethics, representing the identity/ characteristic of Islamic banks. The model of this research is validated using structural equation model (SEM) analysis. The data that used in this research are sourced from survey conducted by this research with questionnaire distributed to Islamic banking users in Indonesia based on purposive sampling technique with several criteria. Out of 418 responses received, and only 412 that categorized as valid and acceptable. Furthermore, for the deeper analysis, this research also collects data from various Islamic bank discussion groups available on social media platform to reinforce research findings. The research findings prove that the five dimensions of CRM that proposed by this research, such as complaint resolution, customer knowledge, customer empowerment, customer orientation, and customer data protection are significantly validated as the CRM measurement dimensions. Moreover, for the direct effect, the CRM and Islamic work ethics have positive and significant on satisfaction; CRM has an insignificant influence on loyalty; and satisfaction has a positive and significant effect on loyalty. Meanwhile, for the indirect effect, Islamic work ethic significantly moderates the relationship between the CRM and satisfaction, while satisfaction significantly mediates the relationship between the CRM and loyalty. The finding has contributed to the body of knowledge in the domain of studying the behavior of Islamic bank customers, particularly for the CRM concept by proposing additional dimension to enhance customer satisfaction and loyalty. Meanwhile, the research model can serve as an alternative framework for Islamic banking policy maker to enhance customer satisfaction and loyalty in this industry. Additionally, the CRM concept in this research emphasizes the importance of CDP as a form of responsibility of Islamic banks towards protecting their customers’ right. Overall, this research has paved the way for more comprehensive studies on the exploration of CRM concept and its relationship with Islamic banking users’ behavior.

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