Open AccessThe Role of Mediating Islamic Personality and Value Satisfaction on the Effect of Relationship Marketing on Customer Loyalty
Author(s) -
Bambang Widarno
Publication year - 2020
Publication title -
journal of digital marketing and halal industry
Language(s) - English
Resource type - Journals
eISSN - 2716-4802
pISSN - 2716-4810
DOI - 10.21580/jdmhi.2020.2.2.6156
Subject(s) - loyalty , marketing , customer satisfaction , loyalty business model , relationship marketing , business , value (mathematics) , personality , product (mathematics) , psychology , advertising , marketing management , social psychology , service quality , mathematics , service (business) , statistics , geometry
The study of consumer loyalty to a product is an essential topic for academics and practice. There is not much empirical research on the effect of marketing on allegiance, based on the literature review; it has produced propositions that determine consumer loyalty in a product that is influenced by marketing effectiveness. This study uses a qualitative approach to using literature studies. Based on a literature review, it produces propositions that determine consumer loyalty in a product that is influenced by marketing effectiveness. Besides, there is a mediating effect of Islamic personality and consumer perceived value satisfaction. This study also links value satisfaction and customer value loyalty. Islamic personality is a mediating variable. This study also discusses the combination of perceived value and consumer satisfaction into value satisfaction.