Analysis of Internal and Relational Marketing Influences on Customer Loyalty Through Customer Satisfaction in Bank KalSel Sharia

摘要

This research studies how and how far internal and relational marketing influence customer satisfaction and its effect toward customer loyalty of Bank KalSel Sharia in Banjarmasin city, Indonesia. This research is an explanatory research in which the population is the customers of Bank KalSel Sharia. By using Non-Probability Sampling, 135 customers are chosen as the samples. The data are collected by using questionnaires and then analyzed by using Structural Equation Modeling with SmartPLS software. The results of this research show that: (1) Relational marketing is not capable of directly and significantly influencing customer loyalty. However, it does have an indirect and significant influence towards customer loyalty through customer satisfaction. (2) Internal marketing significantly influences customer satisfaction and customer loyalty. (3) Relational and internal marketing are capable of significantly influencing customer satisfaction. (4) Customer satisfaction significantly influences customer loyalty. (5) Internal marketing significantly influences relational marketing. The results of this research show that customer satisfaction can be a booster of relational and internal marketing for customer loyalty.