Proceedings of the International Conference on Business and Engineering Management (ICONBEM 2021)

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Analysis of the Supporting Factors of Customer Engagement as a Marketing Strategy for Islamic Banking Services in Indonesia

Authors
Yasir Yulias Apriansyah, Nurdin Sobari
Corresponding Author
Yasir Yulias Apriansyah
Available Online 25 May 2021.
DOI
10.2991/aebmr.k.210522.029How to use a DOI?
Keywords
Islamic Banking, Customer Perceived Value, Customer Engagement, Satisfaction, Trust and Commitment
Abstract

Competition in the banking market in Indonesia is currently very competitive, this has also resulted in the slow development of Islamic banking. To support the development of Islamic banking in Indonesia, various strategies are needed, one of which is to directly involve customers in marketing Islamic banking products and services through engagement behavior. The purpose of this research is to find out what factors can encourage customer engagement in Islamic banks in Indonesia. This research is based on the engagement theory and literature relationship marketing to propose that the Customer Perceived Value (CPV) and Relationship Quality (RQ) which is represented by Satisfaction, Commitment and Trust is an antecedent of Customer Engagement (CE). In addition, the mediation relationship between CPV and CE through Satisfaction, Commitment and Trust will be tested to better understand the effect of CPV on CE. The findings of this research are expected to contribute in helping to market Islamic banking products and services to accelerate the development of Islamic banking in Indonesia.

Copyright
© 2021, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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Volume Title
Proceedings of the International Conference on Business and Engineering Management (ICONBEM 2021)
Series
Advances in Economics, Business and Management Research
Publication Date
25 May 2021
ISBN
10.2991/aebmr.k.210522.029
ISSN
2352-5428
DOI
10.2991/aebmr.k.210522.029How to use a DOI?
Copyright
© 2021, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Cite this article

risenwbib
TY  - CONF
AU  - Yasir Yulias Apriansyah
AU  - Nurdin Sobari
PY  - 2021
DA  - 2021/05/25
TI  - Analysis of the Supporting Factors of Customer Engagement as a Marketing Strategy for Islamic Banking Services in Indonesia
BT  - Proceedings of the International Conference on Business and Engineering Management (ICONBEM 2021)
PB  - Atlantis Press
SP  - 218
EP  - 224
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.210522.029
DO  - 10.2991/aebmr.k.210522.029
ID  - Apriansyah2021
ER  -