An Analysis of Customer Satisfaction Levels in Islamic Banks Based on Marketing Mix as a Measurement Tool

Abstract

This research aims to determine the level of customer satisfaction, priority customer categories at BNI Syariah Bank in Surakarta based on the marketing mix and to find out whether there is a difference between the level of satisfaction and the level of importance received by priority customers based on customer categories. This research is a quantitative descriptive research. The population of this research is all priority customers at BNI Syariah Bank in Surakarta, amounting to 352, while the sample in this study was 78 samples which were taken using simple random sampling technique. The analysis of the research data is loaded through Importance-Performance Analysis, where the variables are measured by an ordinal scale. To determine the level of depth of analysis that has been carried out, the categories of the answers are contained in one diagram, in the form of a Cartesian diagram which informs what is experienced in the form of the performance of the marketing attributes. There are 7 (seven) variables used in this study which are measured using a Likert scale. The results of the research that have been conducted show that customers have been satisfied with the marketing mix attributes in the form of products, places, promotions, people, processes and attributes in the form of physical evidence at BNI Syariah Bank in Surakarta, but these customers are not satisfied with the marketing mix attribute in the form of price. , because until now, Islamic banks are known to be more expensive than conventional banks. There is no difference between the level of satisfaction and the level of interest received by priority customers based on customer categories.