Does Continuity Marketing, One to One Marketing, Partnering Program and Corporate Social Responsibility Define Customer Loyalty of Bank Company? The Interverning Role of Customer Satisfaction
Abstract
Customer loyalty is an important factor for the success of the banking industry, both to create short-term and long-term profits in terms of finances and company reputation. This research was then aimed to analyzing the influence of continuity marketing, one to one marketing, partnering program, and corporate social responsibility on customer loyalty, as well as the role of customer satisfaction as a mediator in this relationship. This research used a quantitative approach, with the chosen population were all customers who participate in using all types of products or services at Bank Jatim Main Branch Surabaya. The sample determined was 250 samples, selected using purposive sampling. Research data was obtained through a survey mechanism, and the research data was then analyzed using PLS-SEM (Partial Least Square - Structural Equation Modeling). The results of data analysis showed that continuity marketing, partnering programs, and corporate social responsibility had a significant effect on customer satisfaction, while one to one marketing does not have a significant effect on customer satisfaction. Furthermore, continuity marketing, one to one marketing, partnering programs, corporate social responsibility, and customer satisfaction each had a significant effect on customer loyalty. This research also proved that customer satisfaction can mediate the influence of continuity marketing and corporate social responsibility on customer loyalty.
Keywords
References
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DOI: https://doi.org/10.32487/jshp.v8i2.2111
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