Analisis Strategi Peningkatan Customer Loyalty pada Bank Syariah di Provinsi Aceh Melalui Perceived Value

Abstract

Sharia bank is the result of Qanun Aceh policy regarding Sharia Financial Agency in relation to the implementation of Islamic law principles. Qanun is a type of regional regulation which regulates the establishment of Aceh government as well as the social life whose regulation is decided through Regional Representatives Council of Aceh meeting that formulates policy to be implemented. The research aims to find out and analyze the strategies to increase customer loyalty at the Sharia Banking in Aceh Province by means of perceived value. 200 sharia bank customers are involved in this research, taken from 5 regencies/cities in Aceh, Indonesia, selected by using purposive sampling technique and tested by using PLS SEM statistical analysis method. The research result on the direct effects of CRM (Customer Relationship Management) indicates that CRM has positive and significant effects on Customer Loyalty Service Quality has negative and insignificant effects on Customer Loyalty. Perceived Value has positive and significant effects on Customer Loyalty. CRM Value has positive and significant effects on Perceived Value. Service Quality positive and significant effects on Perceived Value. The research result on the indirect effects of Perceived Value indicates that Perceived Value partially mediates the effects of CRM on Customer Loyalty. Perceived Value fully mediates the effects of Service Quality on Customer Loyalty. Some of the antecedents of customer loyalty have been ignored in this research (for example customer experience and involvement). This research has revealed the role of partial mediation of perceived value in the relation between CRM and customer loyalty by using PLS prediction. Based on the researcher's knowledge, this method has never been used in previous research. Value is the key of CRM, service quality and customer loyalty in the sharia banking in Aceh Province.