The Influence of Relationship Marketing and Self Service Technology on The Satisfaction, Loyalty, and Retention of Bank Jatim Customer

Abstract

This study took Bank Jatim in Indonesia as the study object which emphasize on the mobile banking by analyzing online marketing variable such as Relationship Marketing, Self-Service Technology, Customer Satisfaction, Loyalty, and Customer Retention. This study used Partial Least Square (PLS) analysis method with explanatory research type. This study used primary data obtained through survey by using questionnaire. The population was the mobile banking user of Bank Jatim at the Main Branch Offie Surabaya, Branch Office Malang, Branch Office Kediri, and Branch Office Jember. The 395 customer became the samle which was obtained through proportional random sampling. Based on the analysis, this sudy concluded that Relationship Marketing had a major positive influence on customer’s satisfaction, loyalties, and retention; and self service technology has a significant positive influence on customer satisfaction, loyalty, and retention.The novelty of this study contributes to the mobile banking knowledge development by proving that Relationship Marketing had a significant affirmative impact towards customer’s retention; and self-service technology had a significant affirmative impact towards customer’s retention.