Title: The impact of relationship marketing on customer value, satisfaction and loyalty: evidence from banking sector in Indonesia

Authors: Ludfi Djajanto; Yunia Afiatin; Zainal Abdul Haris

Addresses: Accounting Department, State Polytechnic of Malang, 9 Soekarno Hatta Street, Malang, Indonesia ' Accounting Department, State Polytechnic of Malang, 9 Soekarno Hatta Street, Malang, Indonesia ' Accounting Department, State Polytechnic of Malang, 9 Soekarno Hatta Street, Malang, Indonesia

Abstract: Indonesia's business community and banks of Indonesia have been contributing significantly to the development of the nation's emerging economy. This paper analyses the impact of relationship marketing on customer value, customer satisfaction, and loyalty in Indonesia's banking sector. Partial least square (PLS) tests conducted on data collected through a survey of 160 customers of banks in Surabaya and Malang have revealed that although relationship marketing does not influence customer satisfaction and loyalty significantly, it does do so with respect to customer value. Furthermore, there exist positively significant relationships between customer value and customer satisfaction and loyalty.

Keywords: relationship marketing; customer value; customer satisfaction; customer loyalty; banking sector; Indonesia.

DOI: 10.1504/IJEPEE.2019.099695

International Journal of Economic Policy in Emerging Economies, 2019 Vol.12 No.2, pp.207 - 214

Received: 31 Mar 2018
Accepted: 17 Oct 2018
Published online: 20 May 2019 *

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