CUSTOMER LOYALTY IN SHARIA BANK SAVINGS PRODUCTS

Lealtad de los clientes en productos de ahorro bancario de la sharia.

• H. NOVIARITA Islamic State University of RadenIntan
• Y. VELINA Islamic State University of RadenIntan
• E. EKAWATI Islamic State University of RadenIntan
• HANIF HANIF Islamic State University of RadenIntan
• I. SUSANTO Islamic State University of RadenIntan

Palabras clave: Customer preferences on, islamic banking, increasing the loyalty

Resumen

Este estudio tiene como objetivo analizar el efecto de las preferencias de los clientes por los productos de ahorro bancario de la sharia sobre la lealtad utilizando el enfoque de marketing islámico con modelo de aceptación de tecnología (TAM). Esta investigación siguió un diseño descriptivo-cuantitativo que involucró el uso de cuestionarios como datos primarios y otros datos secundarios de apoyo. Los datos se analizaron mediante un análisis estadístico inferencial con un modelo de análisis factorial confirmatorio (AFC). Los datos de esta investigación se obtuvieron de 400 encuestados. El análisis indica que la calidad de los productos y servicios con el enfoque de marketing islámico aumenta las preferencias y la lealtad del cliente en la banca islámica con el modelo de aceptación de tecnología.

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