Rational, emotional and spiritual marketing strategies in Shariah banking in Medan, Indonesia

  • Released On
    Friday, 23 June 2017
  • Author(s)
  • DOI
    http://dx.doi.org/10.21511/bbs.12(2).2017.07
  • Article Info
    Volume 12 2017, Issue #2, pp. 68-77
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This study was aimed to discover the direct influences of rational, emotional, and spiritual marketing on satisfaction, trust, and loyalty of Shariah banking customers in Medan. This study was an associative research, which is a research connecting two variables or more to see the influence of one variable on another. This study was conducted by means of an exploratory approach. The population in this study was Shariah Banking customers in Medan. Total sample was 200 customers from 64 branches of Shariah banks across Medan. By using path analysis with SPSS 21 program, the results showed that there were direct and indirect influences of rational, emotional, and spiritual marketing on customer satisfaction, trust, and loyalty. Only emotional marketing variable had insignificant influence on the satisfaction of Shariah banking customers in Medan. This study was limited to impact of rational, emotional, spiritual marketing variables on satisfaction, trust, and loyalty of Shariah banking customers. Other variables which influence satisfaction, trust, and loyalty such as customer relationship management (CRM) and portfolio performance should be used, because they’re factors which influence consumer behavior. For Shariah banking in Medan, the research result was expected to give useful suggestions and inputs for Shariah banking in Medan in implementing marketing strategies, especially rational, emotional, and spiritual.

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    • Fig. 1. Conceptual framework
    • Fig. 2. Research flowchart
    • Fig. 3. Path diagram
    • Table 1. Variable operationalization
    • Table 2. Research respondents
    • Table 3. Result of simultaneous testing by path analysis
    • Table 4. Result of determination test of path analysis
    • Table 5. Partial test of the first equation
    • Table 6. Partial test (t-test) of the second equation
    • Table 7. Partial test (t-test) of the third equation
    • Table 8. Partial test (t-test) of the fourth equation