The Role of E-Satisfaction in Mediating Relationship Marketing (RM) on Banking E-customer loyalty
Fadma Yulianti1*, Widji Astuti2, Maxion Suntaky3

1. Doctoral Program of Economic, University of Merdeka Malang
2. Post Graduate Program, University of Merdeka Malang
3. Post Graduate Program, University of Merdeka Malang

Abstract

The research objective is to analyze the relationship between RM and e-customer loyalty which is mediated by e-customer satisfaction in the banking industry in Banjarmasin. The increasingly rapid challenges of the banking world require organizations to improve their efforts to provide world-class services in order to attract and retain loyal customers. RM is the key answer to retaining loyal customers.
The research was conducted in Banjarmasin with a population of all conventional government bank customers with a sample of 200 using a simple random sampling technique. Data was obtained from interviews with customers using a questionnaire distributed via Google Form, and data analysis techniques using SEM AMOS 24
The research results prove that RM which consists of trust, commitment, communication and conflict handling has a positive and significant effect on e-customer loyalty through e-customer satisfaction. This means that to further increase customer satisfaction and in the end they will be loyal, the repair company must be able to maintain good relationships by providing a good level of trust, commitment, communication and being able to resolve conflicts that occur.

Keywords: trust, commitment, communication, conflict handling, relationship marketing (RM), banking industry

Topic: Economic Disruption in the 4.0 Industrial Revolution Era