Research Article
The Effect of Product Innovation and Relational Marketing on Customer Loyalty with Customer Satisfaction as an Intervening Variable at Indonesian Islamic Bank Basuki Rahmad Situbondo
@INPROCEEDINGS{10.4108/eai.10-8-2022.2320857, author={Abadi Sanosra and Toni Herlambang and Halimatul Badria}, title={The Effect of Product Innovation and Relational Marketing on Customer Loyalty with Customer Satisfaction as an Intervening Variable at Indonesian Islamic Bank Basuki Rahmad Situbondo}, proceedings={Proceedings of the 3rd International Conference of Business, Accounting, and Economics, ICBAE 2022, 10-11 August 2022, Purwokerto, Central Java, Indonesia}, publisher={EAI}, proceedings_a={ICBAE}, year={2022}, month={8}, keywords={product innovation relational marketing customer loyalty and customer satisfaction}, doi={10.4108/eai.10-8-2022.2320857} }- Abadi Sanosra
Toni Herlambang
Halimatul Badria
Year: 2022
The Effect of Product Innovation and Relational Marketing on Customer Loyalty with Customer Satisfaction as an Intervening Variable at Indonesian Islamic Bank Basuki Rahmad Situbondo
ICBAE
EAI
DOI: 10.4108/eai.10-8-2022.2320857
Abstract
In this study, customer satisfaction is used as an intermediary variable to test the direct or indirect effect of product innovation and relational marketing on customer loyalty at Indonesian Islamic Bank Basuki Rahmad Situbondo. The samples used were 400 samples. WarpPLS 5.0 and Structural Equation Model (SEM) are the analytical methods used. The findings of this study indicate that (1) product innovation has a considerable and beneficial impact on consumer satisfaction. (2) The relationship between marketing and consumer happiness is significantly and beneficially affected. (3) Customer loyalty is significantly and profitably affected by product innovation. (4) The relationship between marketing and consumer loyalty is significantly and beneficially affected. (5) Customer loyalty has a strong and beneficial influence on customer satisfaction. (6) Product innovation has a significant and beneficial indirect impact on consumer loyalty and customer satisfaction. (7) Relationship marketing indirectly affects client loyalty in a profitable and meaningful way through increasing customer happiness.