DETERMINAN CUSTOMER RETENTION PADA BANK NTB SYARIAH

Dedi Gunawan, NIM.: 22208011009 (2024) DETERMINAN CUSTOMER RETENTION PADA BANK NTB SYARIAH. Masters thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

In order to overcome the tight competition in the banking industry in the NTB region, Bank NTB Syariah must develop the most appropriate plan to become a winner in the competition. Customer retention is the main strategy used by Islamic banking to achieve success in commercial competition. This study aims to determine the determinants of customer retention at Bank NTB Syariah. The approach used is quantitative using a Structural Equation Model (SEM) approach based on Partial Least Square (PLS). The sample used in this study were customers of Bank NTB Syariah. The results showed that the variables of trust, Islamic business ethics, and relationship marketing have a significant positive effect on customer retention at Bank NTB Syariah. While the variables of service and satisfaction have no effect on customer retention.

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