Abstract:

This research aims to observe how do and how far internal and relational marketing influence on customer satisfaction and its effect toward the customer loyalty of Bank KalSel Sharia in Banjarmasin City, Indonesia. This research is an explanatory research in which the population is the customers of Bank KalSel Sharia that are chosen by using Non-Probability Sampling, 135 customers are chosen as samples. The data are collected by using questionnaires and then analyzed by using SmartPLS (Structural Equation Modeling). The results of this research show that: (1) Relational marketing is not capable of directly and significantly influencing customer loyalty. However, it does have indirect and significant influence towards customer loyalty through customer satisfaction. (2) Internal marketing is capable of significantly influencing customer satisfaction and customer loyalty. (3) Relational and internal marketing are capable of significantly influencing customer satisfaction. (4) Customer satisfaction is capable of significantly influencing customer loyalty. (5) Internal Marketing is capable of significantly influencing relational marketing.   The results of this research show that customer satisfaction can be used as aa booster of Relational and internal marketing for customer loyalty.