CORE SERVICE AND CUSTOMER SATISFACTION: THE ROLE OF ISLAMIC MARKETING ETHIC IN SHARIA BANKING

Abstract

This study analyzed the influence of Islamic marketing ethics and its impact on customer satisfaction to the core service in Sharia banking. This study used quantitative method with variable of customer satisfaction and variable of customer trust toward services. The three regions, namely Semarang, Surakarta, and Banyumas are used as a place to study. Totally 165 respondents are taken as the data. The result shows that by variable indicator of customer satisfaction with core services measured, there are found that gentleness, generosity, and itsar (customer priority) has an average of 21,1879 with the agreeing category (19.3-24.6). Meanwhile, the average value of customer trust in the sales force is 51,6061, with the category strongly agree (49.3-60).