THE INFLUENCE OF SERVICE QUALITY AND EXPERIENTIAL MARKETING ON CUSTOMER LOYALTY: CUSTOMER SATISFACTION AS MEDIATION
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Sep 27, 2024
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Abstract
This study aims to determine the effect of service quality and experiential marketing on customer satisfaction and loyalty. The type of research is quantitative and conducted at Bank Muamalat KC Malang with 100 customers as respondents, using purposive sampling technique. data analysis in this study using PLS-SEM. The results shows that service quality and experiential marketing has a significant positive impact on customer satisfaction, service quality and experiential marketing has a significant positive impact on customer loyalty, and customer satisfaction has a significant impact on customer loyalty. Customer satisfaction role as a mediator between service quality and experiential marketing to customer loyalty. The implication of this research in theory is to strengthen the existing theory of customer satisfaction and loyalty and practically is that Muamalat Bank KC Malang should pay more attention to providing aspects of service quality and experiential marketing that can increase customer satisfaction and loyalty.
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WULANDARI, Shofia; RAHAYU, Yayuk Sri.
THE INFLUENCE OF SERVICE QUALITY AND EXPERIENTIAL MARKETING ON CUSTOMER LOYALTY: CUSTOMER SATISFACTION AS MEDIATION.
Proceedings of the International Conference of Islamic Economics and Business (ICONIES), [S.l.], v. 10, n. 1, p. 1157-1166, sep. 2024.
ISSN 2541-3333.
Available at: <http://conferences.uin-malang.ac.id/index.php/iconies/article/view/2988>. Date accessed: 26 mar. 2025.
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This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
References
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Hair Jr, J. F., Hult, G. T. M., Ringle, C. M., Sarstedt, M., Danks, N. P., & Ray, S. (2021). Partial least squares structural equation modeling (PLS-SEM) using R: A workbook. Springer Nature.
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Sulaiman, S. M., Muhammad, M. A., Muhammad, A. D., & Sabiu, T. T. (2021). Mediating role of customer satisfaction between service quality and customer loyalty with Non-Interest bank in Nigeria. International Journal of Islamic Economics and Finance (IJIEF), 4(1), 1–30.
Supriyanto, M. A., Siswanto, S., & Rahayu, Y. S. (2023). Factors affecting customer loyalty of Bank Syariah Indonesia. International Journal of Social Science and Business, 7(2), 416–424.
Tee, D. K. (2022). Mediating Effect of Customer Satisfaction on the Relationship between Service Quality and Customer Loyalty in the Ghana Banking Industry. International Journal of Research and Scientific Innovation (IJRSI), 9(4), 17–26.
Tjiptono, F. (2022). SERVICE MANAGEMENT: Mewujudkan Layanan Prima Edisi 4. Penerbit Andi.
Zahra, A. S., Listyorini, S., & Wijayanto, A. (2023). Pengaruh Kualitas Pelayanan terhadap Kepuasan Konsumen melalui Customer Experience sebagai Variabel Mediasi (Studi pada Konsumen Nasmoco Siliwangi Semarang). Jurnal Ilmu Administrasi Bisnis, 12(2), 484–492.
Zeithaml, V. A., Parasuraman, A., & Berry, L. L. (1990). Delivering quality service: Balancing customer perceptions and expectations. Simon and Schuster.
Andreani, F. (2007). Experiential marketing (sebuah pendekatan pemasaran). Jurnal Manajemen Pemasaran, 2(1).
Awalia, S. N., & Setiawan, A. (2022). Kepuasan sebagai mediasi pengaruh brand image, service quality dan experiential marketing terhadap loyalitas nasabah. Journal of Management and Digital Business, 2(3), 176–191.
Engel, J. F., Blackwell, R. D., & Miniard, P. W. (1995). Perilaku konsumen, Edisike enam (terjemahan). Jakarta: BinarupaAksara.
Fatmawati, R. D., & Rahayu, Y. S. (2018). Analisis pengaruh experiential marketing terhadap loyalitas melalui kepuasan nasabah sebagai variabel intervening (studi pada PT BRI Syariah cabang Malang).
Ghozali, I., & Latan, H. (2012). Partial least square: Konsep, teknik dan aplikasi SmartPLS 2.0 M3. Semarang: Badan Penerbit Universitas Diponegoro.
Griffin, J. (2005). Customer Loyalty. ESENSI.
Hair Jr, J. F., Hult, G. T. M., Ringle, C. M., Sarstedt, M., Danks, N. P., & Ray, S. (2021). Partial least squares structural equation modeling (PLS-SEM) using R: A workbook. Springer Nature.
Hair Jr, J. F., Matthews, L. M., Matthews, R. L., & Sarstedt, M. (2017). PLS-SEM or CB-SEM: updated guidelines on which method to use. International Journal of Multivariate Data Analysis, 1(2), 107–123.
Kotler, P. (2000). Manajemen Pemasaran Edisi Milenium 1 (Edisi Bahasa Indonesia). Jakarta: PT. Indeks.
Kotler, P., Keller, K. L., & Lu, T. (2009). Marketing management in China. (No Title).
Kusumawati, A. (2011). Analisis Pengaruh Experiential Marketing Terhadap Kepuasan Dan Loyalitas Pelanggan: Kasus Hypermart Malang Town Square (Matos) Analysing the Influence of Experiential Marketing on Customer Satisfaction and Loyalty: the Case of Hypermart Malang Town Square. Jurnal Manajemen Pemasaran Modern, 75–81.
Mashuri, M. (2020). Analisis Dimensi Loyalitas Pelangan Berdasarkan Perspektif Islam. IQTISHADUNA: Jurnal Ilmiah Ekonomi Kita, 9(1), 54–64.
Ofosu-Boateng, I., & Acquaye, P. (2020). Effects of service quality and customer satisfaction on customers’ loyalty in the hospitality industry of Ghana. European Journal of Business and Management Research, 5(5).
OJK. (2023). Statistik Perbankan Indonesia - Desember 2023. Otoritas Jasa Keuangan. https://ojk.go.id/id/kanal/perbankan/data-dan-statistik/statistik-perbankan-indonesia/Pages/Statistik-Perbankan-Indonesia---Desember-2023.aspx
Parasuraman, A., Zeithaml, V. A., & Berry, L. (1988). SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. 1988, 64(1), 12–40.
Rini, A. R., & Hasan, I. (2022). Peran Service Quality dan Relationship Marketing terhadap Loyalitas Nasabah dengan Kepuasan Nasabah sebagai Variabel Intervening. Journal of Economic, Bussines and Accounting (COSTING), 6(1), 1059–1066.
Satria, F., & Astarini, D. (2023). PENGARUH KUALITAS PELAYANAN DAN KEPUASAN NASABAH TERHADAP LOYALITAS NASABAH DIMEDIASI OLEH KEPUASAN NASABAH. Jurnal Ekonomi Trisakti, 3(1), 1911–1924.
Schmitt, B. (1999). Experiential marketing. Journal of Marketing Management, 15(1–3), 53–67.
Sofa, I., & Handini, S. (2023). THE The Effect of Corporate Image, Service Quality, Experiential Marketing on Customer Loyalty with Customer Satisfaction as Intervening Variable at PT Yudhistira Perkasa Abadi Surabaya. JMM17: Jurnal Ilmu Ekonomi Dan Manajemen, 10(1), 64–72.
Sulaiman, S. M., Muhammad, M. A., Muhammad, A. D., & Sabiu, T. T. (2021). Mediating role of customer satisfaction between service quality and customer loyalty with Non-Interest bank in Nigeria. International Journal of Islamic Economics and Finance (IJIEF), 4(1), 1–30.
Supriyanto, M. A., Siswanto, S., & Rahayu, Y. S. (2023). Factors affecting customer loyalty of Bank Syariah Indonesia. International Journal of Social Science and Business, 7(2), 416–424.
Tee, D. K. (2022). Mediating Effect of Customer Satisfaction on the Relationship between Service Quality and Customer Loyalty in the Ghana Banking Industry. International Journal of Research and Scientific Innovation (IJRSI), 9(4), 17–26.
Tjiptono, F. (2022). SERVICE MANAGEMENT: Mewujudkan Layanan Prima Edisi 4. Penerbit Andi.
Zahra, A. S., Listyorini, S., & Wijayanto, A. (2023). Pengaruh Kualitas Pelayanan terhadap Kepuasan Konsumen melalui Customer Experience sebagai Variabel Mediasi (Studi pada Konsumen Nasmoco Siliwangi Semarang). Jurnal Ilmu Administrasi Bisnis, 12(2), 484–492.
Zeithaml, V. A., Parasuraman, A., & Berry, L. L. (1990). Delivering quality service: Balancing customer perceptions and expectations. Simon and Schuster.