The influence of service quality and experiential marketing on customer loyalty: Customer satisfaction as mediation

Wulandari, Shofia and Rahayu, Yayuk Sri ORCID: https://orcid.org/0000-0001-6315-7943 (2024) The influence of service quality and experiential marketing on customer loyalty: Customer satisfaction as mediation. Presented at The 10th International Conference of Islamic Economics and Business (ICONIES 2024), 26 September 2024, UIN Maulana Malik Ibrahim Malang.

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Abstract

This study aims to determine the effect of service quality and experiential marketing on customer satisfaction and loyalty. The type of research is quantitative and conducted at Bank Muamalat KC Malang with 100 customers as respondents, using purposive sampling technique. data analysis in this study using PLS-SEM. The results shows that service quality and experiential marketing has a significant positive impact on customer satisfaction, service quality and experiential marketing has a significant positive impact on customer loyalty, and customer satisfaction has a significant impact on customer loyalty. Customer satisfaction role as a mediator between service quality and experiential marketing to customer loyalty. The implication of this research in theory is to strengthen the existing theory of customer satisfaction and loyalty and practically is that Muamalat Bank KC Malang should pay more attention to providing aspects of service quality and experiential marketing that can increase customer satisfaction and loyalty.

Item Type:	Conference (Paper)
Keywords:	Service Quality; Experiential Marketing; Customer Satisfaction; Customer Loyalty
Subjects:	15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing
Divisions:	Faculty of Economics > Department of Islamic Banking
Depositing User:	Yayuk Sri Rahayu
Date Deposited:	11 Oct 2024 10:12

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