Peningkatan Efektivitas Pemasaran Jasa Perbankan Islam Melalui Pemahaman Terhadap Segmentasi Pelanggan

Burhanuddin Yusuf


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 traveler) were differentiating by customers’ perception of service quality. The business customers has a higher focus on service quality and on 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 differen-tiating variabel of religious segments.

DOI: 10.15408/aiq.v5i2.2564


marketing strategy; segmentation; Islamic banking

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DOI: 10.15408/aiq.v5i2.2564


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