DIFFERENCES IN PERCEPTION OF MARKETING MIX, SATISFACTION, AND LOYALTY AMONG REGIONAL AND SHARIA BANKS’ CUSTOMERS.

Abstract

This research is aimed at knowing, understanding, and analyzing customer behavior for two types of banks, so these banks can offer services that will encourage long-term customer loyalty. The research used an associative exploratory method to determine the relationship among the three variables. Data was collected using questionnaires completed by customers. Their statements were valid and reliable. The tabulated questionnaires showed that customers rated the Sharia bank as “good” and the regional bank as “very good” for service satisfaction and customer loyalty. Statistical analysis for the Sharia bank showed very low levels compared to regional banks. Our results suggest that Sharia banks should pay more attention to human resources, office atmosphere, and promotion, and that regional banks pay more attention to their facilities.