Published date: Oct 15 2024

Journal Title: KnE Social Sciences

Issue title: 8th International Conference on Sustainability (8th ICoS): Sustainable Economics

Pages: 125–140

DOI: 10.18502/kss.v9i29.17247

Fadma Yuliantifadma@stiei-kayutangi-bjm.ac.idDoctoral Program of Economic, University of Merdeka Malang, Malang, Indonesia

Widji AstutiPost Graduate Program, University of Merdeka Malang, Malang, Indonesia

Maxion SumtakyPost Graduate Program, University of Merdeka Malang, Malang, Indonesia

The research objective is to analyze the relationship between relationship marketing (RM) and e-customer loyalty, which is mediated by e-customer satisfaction in the banking industry in Banjarmasin. The increasingly rapid challenges of the banking world require organizations to improve their efforts to provide world-class services in order to attract and retain loyal customers. RM is the key answer to retaining loyal customers. The research was conducted in Banjarmasin with a population of 200 conventional government bank customers using a simple random sampling technique. Data were obtained from interviews with customers using a questionnaire distributed via Google Forms, and data analysis techniques using SEM AMOS 24. The research results prove that RM which consists of trust, commitment, communication, and conflict handling has a positive and significant effect on e-customer loyalty through e-customer satisfaction. This means that to further increase customer satisfaction for them to be loyal, the repair company must be able to maintain good relationships by providing a good level of trust, commitment, communication, and resolve conflicts that occur.

Keywords: banking industry, commitment, communication, conflict handling, relationship marketing (RM), trust

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