ISSN:1582-2559

GENERAL MANAGEMENT

The Influence of Digital Marketing,

Customer Experience and Relationship
Marketing on Customer Satisfaction
Suharto 1*, Suyanto 2, Suwarto 3

1, 2, 3 Universitas Muhammadiyah Metro, Metro City, Lampung 34381, Indonesia

Email: hartoumm@gmail.com
*Corresponding Author

Received: 04.06.2022 Accepted: 08.09.2022 Published: 01.11.2022 DOI: 10.47750/QAS/23.191.32

Abstract

This study discusses customer satisfaction in financial services organizations. The data collection method used was
a questionnaire distributed to 250 banking customers and analyzed using the Lisrel SEM program. Research
findings indicate that banking organizations that use internet technology in marketing can have an impact on
customer satisfaction. Customer value obtained based on experience and good service can strengthen customer
relationships. This research was conducted in the Indonesian context. However, the findings of this study have the
opportunity to be generalized and applied to financial organizations in other countries.

Keywords: Digital Marketing, Customer Experience, Relationship Marketing and Customer Satisfaction

strategies that can affect customer satisfaction is digital

Introduction
Several recent studies in the field of management discuss
consumer satisfaction associated with employee behavior in
corporate organizations. In contrast to Ayoola & Ibrahim's
(2020) research on customer satisfaction in the aviation
industry, this study discusses customer satisfaction associated
with consumer behavior in the banking industry. Customer
satisfaction is a high achievement for a company engaged in
all industries, especially profit-oriented organizations.
This study discusses how the use of internet technology is
used to increase customer satisfaction, both through
experience and relationships. The behavior and desires of
customers will be easily known by management when internet
technology is used optimally by employees and consumers
when products and services will be introduced (Pushpender et
al., 2021). Thus, it is necessary to measure digital marketing,
customer experience, marketing relationships and customer
satisfaction in the banking industry.
Service quality indicators are part of the requirements to
obtain customer satisfaction. Evaluation of transactions made
by customers on company products is one measure of the
fulfillment of customer needs (Setiawan & Sayuti, 2017); Chen,
C.K. et al. (2022). Meanwhile, according to Abd Ghani, et al.
(2017); Sao & Tri (2021) customer satisfaction plays a
mediating role between customer services. The benefits
obtained by consumers are a form of perception of ease of use
and will ultimately determine the choice for internet banking
technology.
Corporate organizations can create customer satisfaction
not only by paying attention to the quality of services provided,
but also by several things that can have a good impact on the
banking sector, such as the marketing strategy implemented.
In today's rapidly changing technology, the use of internet
media is very influential in advancing a company. One of the
marketing (Simon & Michael. (2021). Digital marketing is a
promotion using the internet and online that allows easy
identification of consumer needs, leading to the constant
development of new products, able to satisfy consumers Baltes
(2016). Digital marketing has now become one of the areas of
doing business in every market and started with modes of
communication and has complemented the addition of others,
but most importantly, to develop and maintain long-term
relationships with various parties in the market (Kaur, 2017).
According to Genlin & Jie (2015) customer experience has
become the key to deciding whether new applications and
services are acceptable to customers. Customer experience is
one method that is becoming more and more used to solve
problems that arise. In the business context, it is defined as the
collective outcome of various actions between brands and
consumers (Tivasuradej& Pham, 2019).
Relationship Marketing will work most effectively when the
customer is highly involved in the product or service; there is
an element of personalization; and customers are interested in
being part of Gaurav's (2016) relationship building activities. A
similar opinion is expressed by Mornay & Daniel (2021), who
note that relationship marketing is one of the management
activities that prioritizes relationships with customers, through
efforts to place customers in a better position.
Literature Review
Customer satisfaction is a state in which the customer is
satisfied, either on the quality of the product or the overall
interaction experienced by the customer (Basari & Shamsudin,
2020); (Hapsari, et al., 2016). Alnaser, et al. (2018) in his
research said that customer satisfaction is defined as a service
process to complete and meet customer expectations.
Pushpender & Anupret (2021) further said that customer

Q UAL IT Y 282
Access to Success Vol. 23, No. 191/ November 2022

GENERAL MANAGEMENT
satisfaction can be marked by the emergence of the
customer's desire to re-transaction.
According to Rahman (2015); Andaç, et al. (2016) digital
marketing is a strategy used by a company by utilizing
technology that is developing as it is today, such as the
internet. Banon, et. al., (2021) said that digital marketing is part
of management science that utilizes internet network
technology which aims to expand and accelerate marketing
reach. In its use, social media such as Facebook is not only a
mass social communication medium but also one of the largest
digital marketing platforms. Digital marketing can be defined as
the process of using digital technology to integrate, target, and
measure in-depth communication with customers to retain and
gain customers (Ghotbifar, et al., 2017; Yasmin, et al., 2015).
Customer experiences are personal and extraordinary, they
involve customer perception and participation, engage
customers emotionally, share with others and are temporarily
remembered (Sharma & Rather, 2015). In a study conducted
by Sukwadi (2015) customer experience includes personal
responses that are not objective and have the obligation to
interact directly or indirectly with the company's organization.
Customers have positive initiatives in interacting with the
company's organization after making transactions, using
products, and giving an assessment of the products used.
The concept of relationship marketing has emerged as a
result of the changes, developments and technological
advances that have taken place in the field of marketing.
Relationship marketing is a business philosophy developed
from the need to maintain a committed current customer base
for the organization which involves strengthening relationships
with current customers and retaining them rather than seeking
new customers (Ojiaku et al., 2017). Another opinion says that
relationship marketing will create strengthening and
maintaining strong relationships with customers and
stakeholders (Aldaihani & Ali, 2019).
Based on the description of the literature above, the
following is an explanation of each hypothesis:
Digital Marketing and Customer Satisfaction
Digital marketing, according to Yasmin et al., (2015) and
Naderian & Baharun (2013), is one of the promotional
processes using internet media including online advertising,
marketing email, social media, text messages, affiliate
marketing, search engine optimization, pay per click and social
messages that can be changed easily and updated and can be
disseminated in any form of propaganda. Customer satisfaction
is characterized by feelings of liking or disliking the
performance of a product or service and their expectations
(Nobar & Rostamzadeh, 2018); (Ayoola & Ibrahim, 2020).
H1: There is a positive direct relationship between digital
marketing and customer satisfaction
Customer Experience and Customer
Satisfaction
According to Mihardjo, et al, (2019); Nobar&Rostamzadeh
(2018) customer experience brings a new ecosystem in
industry 4.0, especially when it interacts with customers
through interaction channels. Customer experience has a
multilevel approach based on differences in ecosystem and
283
ISSN:1582-2559
competition, which can be a statistical and dynamic customer
experience. Customer satisfaction is a consumer's feeling
about product performance in which consumers have
expectations about the product and feel satisfied if the
product's performance is above the average consumer desire
(Sudari, et al, 2019).
H2: There is a positive direct relationship between
customer experience and customer
Relationship Marketing and Customer
Satisfaction
Relationship Marketing focuses on orientation to customer
retention, continuous customer contact, customer value, long
term scale, and an emphasis on customer service. High
commitment to meet customer expectations and quality that is
the concern of all staff (Yang, et al., 2016). Satisfaction can be
used as a foundation when building and developing a
business, mutual benefits and long-term relationships with
customers (Herath&Herath, 2019).
H3: There is a positive direct relationship between
relationship marketing and customer satisfaction
Digital Marketing and Relationship Marketing
Adaptive digital marketing is a process that is most likely to
happen to technology. Corporate organizations work with
customer partners to create, communicate, and maintain
values for all stakeholders (Kotane, et al., 2019); (Klaus, 2011).
Relationship marketing refers to customer retention,
relationship development, and making interesting relationships
with customers. It even involves understanding and managing
the relationship between the customer and the provider (Akbari
et al., 2016); (Tandon, et al, 2020).
H4: There is a positive direct relationship between digital
marketing and relationship marketing
Customer Experience and Relationship
Marketing
Customer experience can be defined as customer value
driven by experience, co-created, and context dependent
which is the result of customer integration and joint value
creation efforts (Tronvoll, 2014); (Afifi &Amini, 2018). Marketing
is a strategy to strengthen the relationship between
management and customers and emerge various mutually
binding interests with parties who have the same vision as the
company's organization (Aka, et al., 2016).
H4: There is a positive direct relationship between
customer experience and relationship marketing
Methodology
This study uses descriptive and quantitative analysis and
uses survey methods. The study was conducted in the
province of Lampung and used a sample of 250 respondents.
The response rate was measured using a closed design and
instrument and sent using email. It is hoped that this design
can increase the response rate. In addition, the authors took
Q UAL IT Y
Vol. 23, No. 199/November 2022 Access to Success
 ISSN:1582-2559

GENERAL MANAGEMENT
several steps, namely preparation, composition and finalization respondents were interested in being involved in the research
as well as calculating whether the respondents were interested and were able to fill out the answers to the questionnaires sent.
in being involved in the research and were able to fill out the
answers to the questionnaires sent.

This research uses quantitative descriptive analysis and Results And Discussion
survey method. The study was conducted in Lampung province
and used a sample of 250 respondents and was selected using
Testing Requirements Analysis
a non-probability sampling method through purposive sampling Normality Test
technique. The response rate is done using a closed design
and instrument and sent using email. It is hoped that this The normal test of data is used to evaluate the distribution
design can increase the response rate. In addition, the authors of the processed data. Based on data calculations using
took several steps, namely the preparation, preparation and SPSS, the following results are obtained:
finalization of the instrument, as well as calculating whether the

Latent Variable Value of α Value of Sig. Conclusion

ξ1 0,05 0,105 Normal
ξ2 0,05 0,077 Normal
η1 0,05 0,093 Normal
η2 0,05 0,153 Normal
Table 1. Normality Test

Based on Table 1 that all latent variables have a value of

Sig. more than 0.05 and all latent variable data have a normal Homogeneity Test
distribution.
The purpose of homogeneous measurement is to test the
nature of the data for latent, homogeneous or heterogeneous
variables in a population.

Latent Variable Value of α Value of Sig. Conclusion

η2over ξ1 0,05 0,075 Homogenous
η2over ξ2 0,05 0,083 Homogenous
η2over η1 0,05 0,090 Homogenous
η1over ξ1 0,05 0,074 Homogenous
η1over ξ2 0,05 0,582 Homogenous
Table 2. Homogeneity Test

Based on Table 2 shows that η2 over ξ1, η2 over ξ2, η2

over η 1, η1 over ξ1, and η1 over ξ2 have Sig. more than 0.05 Linearity and Regression Test
and it is stated that the data have the same variance.
Linearity and regression tests aim at finding the relationship
between each latent variable, by requiring that each variable
forms a linear line and significant regression or not.

Sig. of Regression Significance of Lin. of Regression Liniearity of

Latent Variable
Fvalue Ftable Regression tvalue ttable regression
η2over ξ1 1,28 2,64 Significant 6,26 1,65 Linear
η2over ξ2 1,61 2,64 Significant 4,34 1,65 Linear
η2over η1 1,17 2,64 Significant 3,63 1,65 Linear
η1over ξ1 1,95 2,64 Significant 9,61 1,65 Linier
η1over ξ2 1,22 2,64 Significant 2,86 1,65 Linear
Table 3. Linearity and Regression Test

The criteria for linearity and regression testing in this study

is when significant regression have a value of Fvalue<Ftable.
Thus, it can be assumed that the data is meaningful or
significant. For the regression linearity criteria if it has a
tvalue>ttable it can be concluded that the data has a linear
relationship.
Test of Construct Reliability dan Variance
Extracted
This calculation was carried out to determine the ability of
the construct to measure exogenous (ξ) and endogenous (η)
latent variables.

Q UAL IT Y 284
Access to Success Vol. 23, No. 191/ November 2022
 ISSN:1582-2559

GENERAL MANAGEMENT

Latent Variable Manifest Std. loading Std. loading² Error CR VE Conclusion

X1 0,73 0,53 0,46

X2 0,77 0,59 0,41
ξ1 0,56 0,83 Consistent
X3 0,84 0,71 0,29
X4 0,63 0,40 0,60
X5 0,88 0,77 0,23
X6 0,93 0,86 0,14
ξ2 0,76 0,93 Consistent
X7 0,78 0,61 0,39
X8 0,90 0,81 0,19
Y1 0,80 0,64 0,36
η1 Y2 0,94 0,88 0,11 0,76 0,91 Consistent
Y3 0,87 0,76 0,24
Y4 0,78 0,61 0,39
Y5 0,79 0,62 0,38
η2 0,52 0,81 Consistent
Y6 0,76 0,58 0,41
Y7 0,51 0,26 0,74
Table 4.Tests of Construct Reliability and Variance Extracted Results

Based on the summary of the results in Table 4, the the latent variable η1. The value of construct reliability 2 is 0.52
construct reliabilityξ1 is 0.56 smaller than 0.70 (CR<0.70) and less than 0.70 (CR<0.70) while the variance extracted value is
the variance extracted is 0.83 more than 0.50 (VE>0.50). This 0.81 above 0.50 (VE>0.50). This shows that the four manifest
means that the four manifest constructs have consistency in constructs have consistency in measuring the latent variable
measuring the latent variable ξ1. The value of construct η2.
reliabilityξ2is 0.76 greater than 0.70 (CR>0.70) and the
variance extracted is 0.93 more than 0.50 (VE>0.50). This
means that the four manifest constructs have consistency in
measuring the latent variable ξ2. The value of construct T-value Coefficient Calculation Results
reliabilityη1is 0.76 above 0.70 (CR>0.70) and the variance
After testing the requirements analysis, the next step is the
extracted value is 0.91 above 0.50 (VE>0.50). This means that
calculation and testing of each path coefficient.
the three manifest constructs have consistency in measuring

Path Coefficient
No. Variable Result Conclusion
SLF* tvalue
1. η2over ξ1 0,51 5,57 RejectsH0 Significant
2. η2over ξ2 0,23 3,41 RejectsH0 Significant
3. η2over η1 0,16 1,97 RejectsH0 Significant
4. η1over ξ1 0,59 7,66 RejectsH0 Significant
5. η1over ξ2 0,14 2,13 RejectsH0 Significant
Table 5.Resultsof Path Coefficient

ζ1. This test will produce decisions for hypotheses 1, and 2.

Sub-Structure Equation 1
The magnitude of the path coefficient found, namely sub-
structure 1 is written using the equation η1 = γ11ξ1 + γ12ξ2 +

Picture 1. Sub-structure Path Coefficient 1

285 Q UAL IT Y
Vol. 23, No. 199/November 2022 Access to Success

GENERAL MANAGEMENT
From the sub-structure test 1, the path coefficient (γη1ξ1) is
0.59 and the tvalue = 7.66 >ttable (0.05: 250) = 1.65, meaning
that it rejects Ho and the path coefficient γη1ξ1 is significant.
The path coefficient (γη1ξ2) is 0.14, and the tvalue = 2.13
>ttable (0.05: 250) = 1.65, meaning that it rejects Ho and the
path coefficient γη1ξ2 is significant.
Picture 2. Sub-structure Path Coefficient 2
In the results of the sub-structure test 2, the coefficient
(γη2ξ1) is 0.51 and the tvalue = 5.57 >ttable (0.05: 250) = 1.65,
meaning Ho is rejected and the path coefficient γη2ξ1 is
significant. The path coefficient (γη2ξ2) is 0.23 and the t-value
= 3.41 >ttable (0.05: 250) = 1.65, then Ho is rejected and the
path coefficient γη2ξ2 is significant. The path coefficient
(βη2η1) is 0.16 and the tvalue = 1.97 >ttable (0.05: 250) =
1.65, meaning that it rejects Ho and the path coefficient βη2η1
Picture 3. Standardized Solution Path Diagram
Better to revise
In Picture 3, which is the standardized solution, in addition
to the direct effect, there is also an indirect effect and total
effect between exogenous variables (ξ) and endogenous
variables (η). The linear structural relationship regarding the
standardized effect total shows that: (1) The value of the effect
ξ1 and ξ2 towards η1 and η2 is the same as the direct effect
coefficient of each latent variable, because it is not mediated
Q UAL IT Y
Access to Success Vol. 23, No. 191/ November 2022
ISSN:1582-2559
Sub-Structure 2 Equation
The path coefficient value found, namely sub-structure 1 is
described in the equation persamaan η2 = γ21ξ1+ γ22ξ2 +
β21η1 + ζ2. This test will result in a decision to test hypotheses
3, 4 and 5.
is significant.
The calculation of the path coefficient and tvalue that will be
used to test the hypothesis, then that all standardized loading
factors, namely the path coefficient is greater than 0.05 and the
t-value is 1.65, so Ho is rejected and significant. Means a
standardized solution diagram for each variable through a
linear program structural relationship described as follows:
by other variables, (2) The total effect of variables ξ1 and ξ2 to
η2 is the sum of the direct and indirect effects, (3) the indirect
effect of variables ξ1 to η2 is 0.59 x 0.16 = 0.094 because
there are other mediating variables, namely η1 of 0.51, while
the total effect is 0.51 + 0.094 = 0.604, and (4) the indirect
effect of variable ξ2 to η2 is 0.14 x 0.16 = 0.022 because it is
mediated by another variable, namely η2 of 0.23, so the total
effect is 0.23 + 0.022 = 0.252.
286
 ISSN:1582-2559

GENERAL MANAGEMENT

Picture 4. T-value Path Diagram

Modeling (SEM) are presented in the following table:

Goodness of Fit Test
Based on the results of the SEM test with LISREL, the
results of the goodness of fit test in Structural Equation

No. Index Result Recommended Value Conclusion

1 Probability X2 0,0000 <0,05 Marginal Fit
2 X2/df 1,96 <5 Good fit
3 RMSEA 0,062 <0,08 Good fit
4 AGFI 0,88 <0,90 Marginal fit
5 GFI 0,92 >0,90 Good fit
6 CFI 0,98 >0,90 Good fit
7 NFI 0,97 >0,90 Good fit
8 NNFI 0,98 >0,90 Good fit
9 IFI 0,98 >0,90 Good fit
10 RFI 0,96 ≥0,90 Good fit
11 ECVI 0,95 <5 Good fit
Table 6. Goodness of Fit Test Results Summary

Based on Lisrel's output, the overall fit test of the model of variable ξ1 on variable η2 with a value of tvalue>ttable,
using the χ2 test (chi square) was obtained from the Weighted namely 5.57 > 1.65, meaning that it can be concluded that
Least Squares chi-square value of 165.39 with a p-value of hypothesis 1 is accepted.
0.0000 <0.05 and it was concluded that the results of the χ2
test did not match as a whole. In addition, the comparison of
the value of χ2 with the degree of freedom (χ2 / df) is
165.39/84 = 1.96 <0.05 so it can be concluded that through Positive Direct Effect of Variable (Customer
controlling the complexity of the model (which is proxied by the Experience) ξ2on Variable (Customer
number of pressures of freedom), the model actually has a Satisfaction) η2
good fit which is quite good.
Hypothesis 2 has a positive direct effect of ξ2 on η2. The
The next test is that the RMSEA shows that it is smaller findings of this study indicate that there is a direct positive
than 0.08, so it can be concluded that the model has a good fit. effect of variable ξ2 on variable η2 with a value of tvalue>ttable
Furthermore, AGFI which shows test results less than 0.90, which is 3.41 > 1.65, and it is concluded that hypothesis 2 is
means that the model fit is less recommended, while GFI, CFI, accepted.
NFI, NNFI, IFI, RFI and ECVI show test results more than 0.90
so it can be concluded that the model fit is very good.
Positive Direct Effect of Variable
(Relationship Marketing) η1on Variable
Positive Direct Effect of Variable (Digital (Customer Satisfaction) η2
Marketing) ξ1on Variable (Customer
Satisfaction) η2 Hypothesis 3 has a positive direct effect of 1 on 2. The
results of this study indicate that there is a direct positive effect
Hypothesis 1 has a positive direct effect of ξ1 on η2. The of variable 1 on variable 2 with a value of tvalue>ttable that is
results of this study explain that there is a direct positive effect 1.97 > 1.65, and it can be stated that hypothesis 3 is accepted.

287 Q UAL IT Y
Vol. 23, No. 199/November 2022 Access to Success

GENERAL MANAGEMENT
Positive Direct Effect of Variable (Digital
Marketing) ξ1on Variable (Relationship
Marketing) η1
Hypothesis 4 has a positive direct effect of ξ1 on η1. This
study resulted in a positive direct effect of variable ξ1 on
variable η1 with a value of tvalue>ttable, namely 7.66 > 1.65,
and it was concluded that hypothesis 4 was accepted.
Positive Direct Effect of Variable (Customer
Experience) ξ2on Variable (Relationship
Marketing) η1
Hypothesis 5 has a positive direct effect of ξ2 on η1. The
results of this study indicate that there is a direct positive effect
of variable ξ2 on variable η1 with a value of tvalue>ttable which
is 2.13 > 1.65, and concludes that hypothesis 5 is accepted.
Conclusion
Based on the results of the study, it was found that digital
marketing had a direct and positive effect on customer
satisfaction. This shows that the information technology owned
by the company and utilizing social media can have an impact
on customer or customer responses in the form of satisfaction
with the services obtained. Through the use of internet media,
it can make it easier for customers to obtain the services or
information they need. The findings of this study are relevant to
the results of research conducted by Ayoola, J. B., & Ibrahim,
U. A. (2020). Customer experience has a direct and positive
effect on customer satisfaction. This shows that the customer
value as measured by the service received by the customer
can lead to a satisfaction response for the service received.
The results of this study are in accordance with the results of
research conducted by Nobar & Rostamzadeh (2018).
Relationship marketing has a direct positive effect on customer
satisfaction. This condition shows that if banking companies
can create, build, maintain and strengthen good relationships
with customers, banking companies can feel satisfaction with
what they get. The findings of this study are relevant to the
results of research conducted by Yang et al., 2016). Digital
marketing has a direct positive effect on relationship marketing.
This condition shows that the strategy used by corporate
organizations through the use of internet media is currently
developing, so that good relationships with customers can be
built. The service process and the provision of information
needed by customers can be done through the use of internet
technology. Good relationships with customers can be created
because the information needed is always available and can
be accessed quickly. The findings of this study are relevant to
the research conducted by Kotane et al., 2019; and Tandon et
al., 2020). And easy, customer experience has a direct positive
effect on relationship marketing. This condition shows that the
customer value measured using the service units provided to
customers can create, build, and maintain the strength of long-
term relationships with customers. The findings of this study
are relevant to the research conducted by Afifi & Amini, 2018,
and the research of Shaked, et al., 2021.
ACKNOWLEDGEMENTS:
The researchers would like to thank their institution, for
funding their research and preparing them to be competent
Q UAL IT Y
Access to Success Vol. 23, No. 191/ November 2022
ISSN:1582-2559
researchers. Furthermore, this paper would not be feasible
without the unwavering assistance, support, and work of their
articles, who accompanied them to successfully complete the
research. They also wish to thank their family and friends for
their unwavering support. Last but not least, they wish to
express their heartfelt thanks to the Almighty for providing them
with sufficient grace, strength, and wisdom during the research.
References
[1] Abd Ghani, M., Rahi, S., Yasin, N. M., & Alnaser, F. M. (2017).
Adoption of Internet Banking : Extending the Role of
Technology Acceptance Model ( TAM ) with. World Applied
Sciences Journal, 35(October), 1918–1929.
[2] Afifi, I., & Amini, A. (2018). Factors Affecting Relationship
Marketing In Creating Customer Loyalty In The Hospital
Services Business. ASEAN Marketing Journal, X(2), 91–108.
[3] Aka, D. O., Kehinde, O. J., & Ogunnaike, O. O. (2016).
Relationship Marketing and Customer Satisfaction: A
Conceptual Perspective. Binus Business Review, 7(2), 185.
https://doi.org/10.21512/bbr.v7i2.1502.
[4] Akbari, M., Kazemi, R., & Haddadi, M. (2016). Relationship
marketing and word-of-mouth communications: Examining the
mediating role of customer loyalty. Marketing and Branding
Research, 3(1), 63–74.
https://doi.org/10.33844/mbr.2016.60193.
[5] Aldaihani, F. M. F., & Ali, N. A. B. (2019). Impact Of
Relationship Marketing On Customers Loyalty Of Islamic
Banks In The State Of Kuwait. International Journal of
Scientific &Technology Research, 8(11), 788–802.
[6] Alnaser, F. M. I., Abd Ghani, M., & Rahi, S. (2018). Service
quality in Islamic banks: The role of PAKSERV model,
customer satisfaction and customer loyalty. Accounting, 63–
72. https://doi.org/10.5267/j.ac.2017.8.001.
[7] Andaç, A., Akbıyık, F., & Karkar, A. (2016). Customer
Satisfaction Factor in Digital Content Marketing: Isparta
Province as an Example. International Journal of Social
Science Studies, 4(5). https://doi.org/10.11114/ijsss.v4i5.1471.
[8] Ayoola, J. B., & Ibrahim, U. A. (2020). Effect of Electronic
Marketing on Customer Satisfaction: Evidence from Selected
Airlines Services in Nigeria. IOSR Journal of Business and
Management (IOSR-JBM), 22(1), 01–09.
[9] Baltes, L. P. (2016). Digital marketing mix specific to the IT
Field. Bulletin of the Transilvania University of Brasov.
Economic Sciences. Series V, 9(1), 33–44.
[10] Amelda, B., Alamsjah, F., & Elidjen, E. (2021). Does The
Digital Marketing Capability of Indonesian Banks Align with
Digital Leadership and Technology Capabilities on Company
Performance? CommIT (Communication and Information
Technology) Journal, 15(1), 9–17.
https://doi.org/10.21512/commit.v15i1.6663.
[11] Basari, M. A. M. D., & Shamsudin, M. F. (2020). Does
Customer Satisfaction Matters? Journal of Undergraduate
Social Science and Technology, 2(1), 1–15.
[12] Chen, C.-K., Reyes, L., Dahlgaard, J., & Dahlgaard-Park, S.
M. (2021). From quality control to TQM, service quality and
service sciences: a 30-year review of TQM literature.
International Journal of Quality and Service Sciences, 14(2),
217–237. https://doi.org/10.1108/ijqss-09-2021-0128.
[13] Gaurav, K. (2016). Impact of relationship marketing on
customer loyalty: Evidence from Indian automobile industry.
PURUSHARTHA-A Journal of Management, Ethics and
Spirituality, 9(1), 2–17.
[14] Zhang, G., & Xie, J. (2015). Study of Customer Experience
under the Circumstances of Mobile Internet. International
Journal of Multimedia and Ubiquitous Engineering, 10(2), 153–
158. https://doi.org/10.14257/ijmue.2015.10.2.14.
[15] Ghotbifar, F., Marjani, M. R., & Ramazani, A. (2017).
Identifying and assessing the factors affecting skill gap in
digital marketing in communication industry companies.
Independent Journal of Management &amp; Production, 8(1),
1–14. https://doi.org/10.14807/ijmp.v8i1.507.
288

GENERAL MANAGEMENT
[16] Hapsari, R., Clemes, M., & Dean, D. (2016). The Mediating
Role of Perceived Value on the Relationship between Service
Quality and Customer Satisfaction: Evidence from Indonesian
Airline Passengers. Procedia Economics and Finance, 35,
388–395. https://doi.org/10.1016/s2212-5671(16)00048-4
[17] Herath, H. M. A. K., & Herath, H. M. S. P. (2019). Impact of
Green Banking Initiatives on Customer Satisfaction: A
Conceptual Model of Customer Satisfaction on Green
Banking. Journal of Business and Management, 21(1), 24–35.
[18] Kaur, G. (2017). THE IMPORTANCE OF DIGITAL
MARKETING IN THE TOURISM INDUSTRY. International
Journal of Research -GRANTHAALAYAH, 5(6), 72–77.
https://doi.org/10.29121/granthaalayah.v5.i6.2017.1998.
[19] Klaus, P. (2011). Customer Experience: Are we measuring the
right things? International Journal of Market Research, 53(6),
115–122.
[20] Kotane, I., Znotina, D., & Hushko, S. (2019). ASSESSMENT
OF TRENDS IN THE APPLICATION OF DIGITAL
MARKETING. Scientific Journal of Polonia University, 33(2),
28–35. https://doi.org/10.23856/3303.
[21] Mihardjo, L. W. W., Sasmoko, S., Alamsjah, F., & Elidjen, E.
(2019). Digital leadership role in developing business model
innovation and customer experience orientation in industry
4.0. Management Science Letters, 1749–1762.
https://doi.org/10.5267/j.msl.2019.6.015.
[22] Roberts-Lombard, M., & Petzer, D. J. (2021). Relationship
marketing: an S–O–R perspective emphasising the
importance of trust in retail banking. International Journal of
Bank Marketing, 39(5), 725–750. https://doi.org/10.1108/ijbm-
08-2020-0417.
[23] Naderian, A., & Baharun., R. (2013). Relationship Marketing,
Customer Satisfaction and Loyalty Association Moderating by
Switching Cost. Archives Des Sciences, 66(5), 2–15.
[24] Khajeh Nobar, H. B., & Rostamzadeh, R. (2018). THE
IMPACT OF CUSTOMER SATISFACTION, CUSTOMER
EXPERIENCE AND CUSTOMER LOYALTY ON BRAND
POWER: EMPIRICAL EVIDENCE FROM HOTEL INDUSTRY.
Journal of Business Economics and Management, 19(2), 417–
430. https://doi.org/10.3846/jbem.2018.5678.
[25] Ojiaku, C. O., Aghara, O. V., & Ezeoke, O. L. (2017). Effect of
Relationship Marketing and Relationship Marketing Programs
on Customer Loyalty. International Journal of Business and
Management Review, 5(5), 58–71.
[26] Kumar, P., Mokha, A. K., & Pattnaik, S. C. (2021). Electronic
customer relationship management (E-CRM), customer
experience and customer satisfaction: evidence from the
banking industry. Benchmarking: An International Journal,
29(2), 551–572. https://doi.org/10.1108/bij-10-2020-0528
[27] Kumar, P., & Mokha, A. K. (2021). Relationship between E-
CRM, Customer Experience, Customer Satisfaction and
Customer Loyalty in Banking Industry: A Review of Literature.
RESEARCH REVIEW International Journal of
Multidisciplinary, 6(2), 127–137.
https://doi.org/10.31305/rrijm.2020.v06.i02.022.
[28] Rahman, S. M. (2015). Optimizing Digital Marketing for
Generation Y: An Investigation of Developing Online Market in
Bangladesh. International Business Research, 8(8).
https://doi.org/10.5539/ibr.v8n8p150
289
Vol. 23, No. 199/November 2022
ISSN:1582-2559
[29] Sao Mai DAM & Tri Cuong DAM. (2021). Relationship
between Service Quality, Brand Image, Customer Satisfaction,
and Customer Loyalty. Journal of Asian Finance, Economics
and Business, 8(3), 0858–0593.
[30] Gilboa, S., Seger-Guttmann, T., & Mimran, O. (2019). The
unique role of relationship marketing in small businesses’
customer experience. Journal of Retailing and Consumer
Services, 51, 152–164.
https://doi.org/10.1016/j.jretconser.2019.06.004.
[31] Setiawan, H., & Sayuti, A. J. (2017). Effects of Service Quality,
Customer Trust and Corporate Image on Customer
Satisfaction and Loyalty: An Assessment of Travel Agencies
Customer in South Sumatra Indonesia. IOSR Journal of
Business and Management, 19(05), 31–40.
https://doi.org/10.9790/487x-1905033140.
[32] Sharma, J., & Rather, R. A. (2015). Understanding the
Customer Experience: An Exploratory Study of A Category
Hotels. International Journal on Customer Relations, 3(2).
https://doi.org/10.21863/ijcr/2015.3.2.010
[33] Malesev, S., & Cherry, M. (2021). Digital and Social Media
Marketing - Growing Market Share for Construction SMEs.
Construction Economics and Building, 21(1).
https://doi.org/10.5130/ajceb.v21i1.7521.
[34] Sudari, S. A., Tarofder, A. K., Khatibi, A., & Tham, J. (2019).
Measuring the critical effect of marketing mix on customer
loyalty through customer satisfaction in food and beverage
products. Management Science Letters, 1385–1396.
https://doi.org/10.5267/j.msl.2019.5.012.
[35] Sukwadi, R. (2015). Utilizing Customer Experience
Management framework to create a delightful service
experience. International Journal of Industrial Engineering and
Management, 6(1), 29–42.
[36] Tandon, N., Kaur, S., & Verma, M. R. (2020). Analysis of
Relationship between Digital Marketing and Customer
Relationship Management. International Journal of Advanced
Science and Technology, 29(8s), 412–418.
[37] Tivasuradej, Y. C. T., & Pham, N. (2019). Advancing customer
experience practice and strategy in Thailand. Asia Pacific
Journal of Marketing and Logistics, 31(2), 327–343.
https://doi.org/10.1108/apjml-09-2017-0220.
[38] Åkesson, M., Edvardsson, B., & Tronvoll, B. (2014). Customer
experience from a self-service system perspective. Journal of
Service Management, 25(5), 677–698.
https://doi.org/10.1108/josm-01-2013-0016
[39] Yang, T. J., Tu, Y. C., & Shen, C. S. (2016). The influences of
relationship marketing in the housing brokerage market.
International Journal Of Commerce And Finance, 2(1), 169–
176.
[40] Yasmin, A., Tasneem, S., & Fatema, K. (2015). Effectiveness
of Digital Marketing in the Challenging Age: An Empirical
Study. The International Journal of Management Science and
Business Administration, 1(5), 69–80.
https://doi.org/10.18775/ijmsba.1849-5664-
5419.2014.15.1006.
Q UAL IT Y
Access to Success
Reproduced with permission of copyright owner. Further reproduction
prohibited without permission.