STRATEGI PEMASARAN RELASIONAL DALAM MENINGKATKAN LOYALITAS NASABAH BANK SYARIAH DI ERA DIGITAL
DOI:
https://doi.org/10.57210/j-ebi.v5.i01.230Keywords:
Relational Marketing, Customer Loyalty, Islamic Banking, Digital EraAbstract
Competition in the Islamic banking industry in thedigital era requires marketing strategies that are oriented towards buildinglong-term relationships to increase customer loyalty. This studyaims to analyze the relational marketing strategies implemented by Islamic banksto increase customer loyalty in the digital era. A descriptive qualitative approachwas used with a purposive sampling technique toselect informants, consisting of relationship officers, marketing personnel, customerservice personnel, and active customers who use digital services. Data were collected throughin-depth interviews, observations, and documentation studies, then analyzedusing thematic analysis techniques. The results showed that Islamic banksimplemented relational marketing strategies through the personalization of digital services, digital-based interactive communication, continuous interaction, andthe impact of relational marketing strategies on customer loyalty. The success of the strategy is influenced by customer trust, the quality of digital interactions,company commitment, and human resource competence in digital technology. This studycontributes to the development of the concept of digital relational marketing inIslamic banking and provides practical recommendations for Islamic bank managementin optimizing customer loyalty.
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