The Impact of Islamic Branding Experience and Relationship Quality on Sharia Bank Customer Loyalty
Keywords:
Sharia Banking, Islamic Branding Experience, Relationship Quality, Customer LoyaltyAbstract
This reasearch aims to examine the effect of Islamic Branding Experience (IBE) and Relationship Quality on customer loyalty of Islamic Banks in Malang City, East Java. This study is a quantitative study with an explanatory research approach. The sample in this study was 80 respondents with a sampling technique using purposive sampling. Multiple linear regression analysis was used in the study to conduct data analysis. The results of the study indicate that customer loyalty is significantly influenced by Islamic Branding Experience (IBE) and Relationship Quality. The results of this study provide implications that Islamic banks must increase the diversification of products and services based on Islamic values, improve good relationships with customers to increase customer loyalty of Islamic banks.
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