Journal of Management and Digital Business
Vol. 2 No. 1 (2022): Journal of Management and Digital Business

Loyalitas nasabah pada Bank Syariah Indonesia: Dampak relationship marketing dan mobile banking dengan switching barrier sebagai variabel moderating

Sutomo, Dudi Agus (Unknown)
Rofiuddin, Mohammad (Unknown)

Article Info

Publish Date
30 Apr 2022

Abstract

This research aims to determine the effect of relationship marketing and mobile banking on customer loyalty at Bank Syariah Indonesia, with switching barriers as a moderating variable. The sample used in this research was 100 customers, with a sampling technique using a questionnaire. The analytical method used is a moderated regression analysis (MRA). The results show that the relationship marketing variable positively affects loyalty. Mobile banking harms loyalty. The results of the MRA analysis show that the switching barrier variable can moderate the influence of relationship marketing and mobile banking variables on customer loyalty.

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Journal Info
Journal of Management and Digital Business
Website

Abbrev

jmdb

Publisher

Nur Science Institute

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Description

Journal of Management and Digital Business [2797-9555]contains articles based on conceptual studies and research results in the field of management and business, including organizational behavior, leadership, human resources management, innovation, it, operations and supply chain management, ...