Peningkatan Efektivitas Pemasaran Jasa Perbankan Islam Melalui Pemahaman Terhadap Segmentasi Pelanggan

Yusuf, Burhanuddin ( Syarif Hidayatullah State Islamic University of Jakarta)

Al-Iqtishad : Jurnal Ilmu Ekonomi Syariah (Journal of Islamic Economics)
Vol 5, No 2: July 2013

There are three segments of customers in Islamic banking industry: business customers, rational customers, and religious customers. This study found that the level of customers satisfaction/dissatisfaction at the three segments (business, rational, and religious traveler) were differentiating by customers perception of service quality. The business customers has a higher focus on service quality and on time performance factors. In addition, the profit sharing factor is the differentiating variable in the level of satisfaction/dissatisfaction for rational customers. The application of sharia principles is the differentiating variable of religious segmentsDOI: 10.15408/aiq.v5i2.2117