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Peningkatan Efektivitas Pemasaran Jasa Perbankan Islam Melalui Pemahaman Terhadap Segmentasi Pelanggan
Yusuf, Burhanuddin
Yusuf, Burhanuddin
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Abstract
This article discusses the customer segmentation of Islamic bank in Indonesia to Improve marketing effectiveness of Islamic banking services. There are three segments of customers in Islamic banking industry: business customers, rational customers, and religious customers. This study found that the levels of customer’s satisfaction/dissatisfaction at the three segments (business, rational, and religious traveller) were differed by customers’ perception of service quality. The business customers have a higher focus on service quality and time performance factors. In addition, the profit sharing factor is the differentiating variable in the level of satisfaction/dissatisfaction for rational customers. The application of sharia principles is the differentiating variable of religious segments.
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2013-07
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With permission of the license/copyright holder