Relational Marketing Management and Influence on Customer Loyalty: Empirical Evidence from Islamic Banks in North Sumatra
DOI:
https://doi.org/10.37641/jimkes.v14i1.4673Keywords:
Communication, Customer Loyalty, Customer Trust, Islamic Banks, Relationship MarketingAbstract
In the era of globalization and increasing competition, the banking industry faces major challenges in maintaining customer loyalty. Islamic banks, as alternative financial institutions, have distinctive characteristics that differentiate them from conventional banks. In the context of increasingly intense competition in the banking industry, particularly among Islamic banks, it is essential for financial institutions to build strong and sustainable relationships with their customers. This study aims to analyze the influence of relationship marketing management on increasing customer loyalty in Islamic banks operating. The research employs a quantitative approach using a survey involving 200 Islamic bank customers. The collected data were analyzed using descriptive statistical techniques and linear regression to measure the influence of relationship marketing management variables such as communication, trust, and customer satisfaction on customer loyalty. The results indicate a significant positive relationship between relationship marketing management and customer loyalty. Effective communication and strengthened customer trust are key factors in building loyalty. These findings provide important implications for Islamic bank management, highlighting the need to develop improved marketing strategies that focus on long-term customer relationships to enhance customer retention and satisfaction.
Downloads
References
Abdul R, A. R., & Zainuddin, Y. (2021). The effect of Islamic banking service quality on customer satisfaction and loyalty: A study in Malaysia. International Journal of Islamic and Middle Eastern Finance and Management, 14(3), 467–482.
Albaity, M., & Rahman, M. (2021). Customer loyalty towards Islamic banks: the mediating role of trust and attitude. Sustainability, 13(19), 107-118.
Alhabshi, S. O., & Miskam, M. A. (2021). The effect of relationship marketing on customer loyalty in Islamic banking: A case study of Malaysia. Journal of Islamic Marketing, 12(3), 520–536.
Ali, A., & Yaseen, S. (2021). The impact of customer satisfaction on customer loyalty in Islamic banking: Evidence from Malaysia. International Journal of Islamic and Middle Eastern Finance and Management, 14(1), 102–118.
Amin, M., Isa, Z., & Fontaine, R. (2013). Islamic banks: Contrasting the drivers of customer satisfaction on image, trust, and loyalty of Muslim and non‐Muslim customers in Malaysia. International Journal of Bank Marketing, 31(2), 79-97.
Ananta, Y., & Fitri, S. D. (2025). The influence of trust and risk perception on interest in using sharia mobile banking: A literature study. Sharia Research: Sharia Banking and Business Journal, 1(1), 9-16.
Asnawi, N., Sukoco, B. M., & Fanani, M. A. (2020). The role of service quality within Indonesian customers satisfaction and loyalty and its impact on Islamic banks. Journal of Islamic Marketing, 11(1), 192-212.
Awan, H. M., & Bukhari, S. A. (2020). Relationship marketing and customer loyalty in Islamic banking: A study of Pakistan. Journal of Islamic Marketing, 11(2), 387–405.
Ayuni, R. F., Hussein, A. S., & Handrito, R. (2015). Role of religion motives and brand image towards consumer satisfaction and consumer loyalty of Islamic banking. The International Journal of Accounting and Business Society, 23(2), 47-58.
Christianti, G. A., & Hasanah, N. (2025). The influence of marketing mix on customer satisfaction, trust, and loyalty. Jurnal Ilmiah Manajemen Kesatuan, 13(6), 4249-4260.
Fadila, D., Lupikawaty, M., & Africano, F. (2022). The mediation role of trust on the effect of commitment to religiosity and marketing communication on customer loyalty of islamic banks. International Journal of Communication and Society, 4(1), 137-152.
Fahimah, M. A., & Rahman, M. T. (2023). Loyalitas nasabah dari citra merek dan kepercayaan merek Bank Syariah Indonesia cabang Jombang. JoEMS (Journal of Education and Management Studies), 6(3), 32-41.
Firmansyah, A., & Nurfadilah, R. (2023). Implementation of customer relationship management to improve financing products in Islamic banks. Jurnal Ilmiah Akuntansi Kesatuan (Kesatuan Scientific Journal of Accounting), 11(4), 455–468.
Ghaazi, A. S. A., Ali, M. A., Khan, S. N., Ahmad, I., & Nawaz, S. (2024). Impact of assurance, reliance, and compliance on customer satisfaction: insights from Islamic banks in Pakistan. Journal of Asian Development Studies, 13(1), 1044-1053.
Hakim, A., & Sudirman, F. (2022). The role of relationship marketing in improving customer engagement in financial institutions. Jurnal Ilmiah Akuntansi Kesatuan (Kesatuan Scientific Journal of Accounting), 10(4), 410–420.
Haron, R., Abdul Subar, N., & Ibrahim, K. (2020). Service quality of Islamic banks: satisfaction, loyalty and the mediating role of trust. Islamic Economic Studies, 28(1), 3-23.
Hidayat, R., & Fadli, M. (2023). Factors influencing customer loyalty in Islamic banking: A study of Indonesian customers. International Journal of Islamic and Middle Eastern Finance and Management, 16(1), 112–129.
Hossain, M. A., & Ali, M. (2022). The role of trust and commitment in enhancing customer loyalty in Islamic banking: Empirical evidence from Bangladesh. Journal of Islamic Banking and Finance, 10(1), 55–68.
Kadir, A., Paly, M. B., & Abdullah, M. W. (2023). Customer loyalty Islamic banks in Indonesia: Service quality which mediated by satisfaction and customer trust. International Journal of Professional Business Review: Int. J. Prof. Bus. Rev., 8(4), 7-15.
Kamarudin, L. M., & Ahmad, A. (2023). Exploring the influence of relationship marketing on customer loyalty in Islamic banks: A study in Indonesia. International Journal of Bank Marketing, 41(3), 456–472.
Lestari, W., & Simanjuntak, D. (2024). The mediating role of customer satisfaction between service quality and loyalty. Jurnal Ilmiah Akuntansi Kesatuan (Kesatuan Scientific Journal of Accounting), 12(2), 240–252.
Lubis, A., Dalimunthe, R., Absah, Y., & Fawzeea, B. K. (2021). The effect of corporate communication and service quality on customer loyalty and satisfaction in sharia banking. The Journal of Asian Finance, Economics and Business (JAFEB), 8(3), 1267-1274.
Moosa, R., & Kashiramka, S. (2023). Objectives of Islamic banking, customer satisfaction and customer loyalty: empirical evidence from South Africa. Journal of Islamic Marketing, 14(9), 2188-2206.
Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of marketing, 58(3), 20-38.
Mukminin, M. A., & Latifah, F. N. (2020). Pengaruh citra merek dan kepercayaan terdahap loyalitas nasabah bank syariah di Sidoarjo. Perisai: Islamic Banking and Finance Journal, 4(1), 54-54.
Mulia, D., Usman, H., & Parwanto, N. B. (2021). The role of customer intimacy in increasing Islamic bank customer loyalty in using e-banking and m-banking. Journal of Islamic Marketing, 12(6), 1097-1123.
Mulyani, T., & Arif, S. (2024). Service performance, satisfaction, and Islamic compliance on customer decisions in sharia banks. Jurnal Ilmiah Akuntansi Kesatuan, 12(1), 98–110.
Naser, K., & Mokhtar, A. (2022). The impact of corporate social responsibility on customer loyalty in Islamic banking: Evidence from the Middle East. Journal of Islamic Banking and Finance, 10(2), 78–92.
Nugraha, R., & Hapsari, E. (2023). Customer perception of Islamic banking service performance: A structural model analysis. Jurnal Ilmiah Akuntansi Kesatuan, 11(3), 333–345.
Prasetyo, Y., & Amalia, D. (2023). Factors influencing loyalty in the Indonesian financial services sector: An empirical study. Jurnal Ilmiah Akuntansi Kesatuan, 11(2), 176–188.
Qasem, A., & Alhakimi, W. (2019). The impact of service quality and communication in developing customer loyalty: The mediating effect of customer satisfaction. Journal of Social Studies, 25(4), 200-210.
Rahardian, I., & Sari, M. (2023). Transparency, trust, and customer behavioral intentions in Islamic banking. Jurnal Ilmiah Akuntansi Kesatuan, 11(4), 480–492.
Rahman, M. M., & Saha, S. (2022). Service quality and customer loyalty in Islamic banking: The mediating role of customer satisfaction. Journal of Financial Services Marketing, 27(1), 15–29.
Raza, A., & Khan, M. A. (2021). The impact of communication on customer loyalty in Islamic banking: Evidence from Pakistan. Journal of Islamic Marketing, 12(4), 721–735.
Rifai, M. A., & Wicaksono, H. (2024). Digitalization, AI, and service quality in Islamic banks. Jurnal Ilmiah Akuntansi Kesatuan, 12(1), 112–124.
Shafique, I., & Zaman, K. (2023). Building trust and loyalty in Islamic banking: The role of relationship marketing. International Journal of Islamic and Middle Eastern Finance and Management, 16(2), 234–250.
Supriyadi, S., & Hidayat, A. (2023). Determinants of sharia bank customer loyalty in Abu Zahrah’s maqashid syariah approach. Jurnal Ilmiah Akuntansi Kesatuan, 11(3), 321–332.
Syarifuddin, A. D. I., Hamid, A., Shukri, S., & Naufal, F. (2025). Sharia bank’s loyalty: Physical evidence, religiosity & customer intimacy moderated by brand image and switching barriers. Jurnal Ilmiah Manajemen Kesatuan, 13(6), 4261-4274.
Tabrani, M., Amin, M., & Nizam, A. (2018). Trust, commitment, customer intimacy and customer loyalty in Islamic banking relationships. International Journal of Bank Marketing, 36(5), 823-848.
Tegambwage, A. G., & Kasoga, P. S. (2023). Determinants of customer loyalty in Islamic banking: the role of religiosity. Journal of Islamic Marketing, 14(12), 3150-3167.
Young, I., & Zainal, A. (2022). The role of digital marketing in enhancing customer loyalty in Islamic banking: Evidence from Indonesia. Journal of Islamic Marketing, 13(1), 34–50.
Zeithaml, V. A., & Bitner, M. J. (2020). Services marketing: Integrating customer focus across the firm (7th ed.). Ohio: McGraw-Hill Education.
