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

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satisfaction can be marked by the emergence of the competition, which can be a statistical and dynamic customer
customer's desire to re-transaction. experience. Customer satisfaction is a consumer's feeling
about product performance in which consumers have
According to Rahman (2015); Andaç, et al. (2016) digital expectations about the product and feel satisfied if the
marketing is a strategy used by a company by utilizing product's performance is above the average consumer desire
technology that is developing as it is today, such as the (Sudari, et al, 2019).
internet. Banon, et. al., (2021) said that digital marketing is part
of management science that utilizes internet network H2: There is a positive direct relationship between
technology which aims to expand and accelerate marketing customer experience and customer
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 Relationship Marketing and Customer
measure in-depth communication with customers to retain and Satisfaction
gain customers (Ghotbifar, et al., 2017; Yasmin, et al., 2015).
Relationship Marketing focuses on orientation to customer
Customer experiences are personal and extraordinary, they retention, continuous customer contact, customer value, long
involve customer perception and participation, engage term scale, and an emphasis on customer service. High
customers emotionally, share with others and are temporarily commitment to meet customer expectations and quality that is
remembered (Sharma & Rather, 2015). In a study conducted the concern of all staff (Yang, et al., 2016). Satisfaction can be
by Sukwadi (2015) customer experience includes personal used as a foundation when building and developing a
responses that are not objective and have the obligation to business, mutual benefits and long-term relationships with
interact directly or indirectly with the company's organization. customers (Herath&Herath, 2019).
Customers have positive initiatives in interacting with the
company's organization after making transactions, using H3: There is a positive direct relationship between
products, and giving an assessment of the products used. relationship marketing and customer satisfaction

The concept of relationship marketing has emerged as a

result of the changes, developments and technological Digital Marketing and Relationship Marketing
advances that have taken place in the field of marketing.
Relationship marketing is a business philosophy developed Adaptive digital marketing is a process that is most likely to
from the need to maintain a committed current customer base happen to technology. Corporate organizations work with
for the organization which involves strengthening relationships customer partners to create, communicate, and maintain
with current customers and retaining them rather than seeking values for all stakeholders (Kotane, et al., 2019); (Klaus, 2011).
new customers (Ojiaku et al., 2017). Another opinion says that Relationship marketing refers to customer retention,
relationship marketing will create strengthening and relationship development, and making interesting relationships
maintaining strong relationships with customers and with customers. It even involves understanding and managing
stakeholders (Aldaihani & Ali, 2019). the relationship between the customer and the provider (Akbari
et al., 2016); (Tandon, et al, 2020).
Based on the description of the literature above, the
following is an explanation of each hypothesis: H4: There is a positive direct relationship between digital
marketing and relationship marketing

Digital Marketing and Customer Satisfaction

Customer Experience and Relationship
Digital marketing, according to Yasmin et al., (2015) and
Naderian & Baharun (2013), is one of the promotional Marketing
processes using internet media including online advertising,
Customer experience can be defined as customer value
marketing email, social media, text messages, affiliate
driven by experience, co-created, and context dependent
marketing, search engine optimization, pay per click and social
which is the result of customer integration and joint value
messages that can be changed easily and updated and can be
creation efforts (Tronvoll, 2014); (Afifi &Amini, 2018). Marketing
disseminated in any form of propaganda. Customer satisfaction
is a strategy to strengthen the relationship between
is characterized by feelings of liking or disliking the
management and customers and emerge various mutually
performance of a product or service and their expectations
binding interests with parties who have the same vision as the
(Nobar & Rostamzadeh, 2018); (Ayoola & Ibrahim, 2020).
company's organization (Aka, et al., 2016).
H1: There is a positive direct relationship between digital
H4: There is a positive direct relationship between
marketing and customer satisfaction
customer experience and relationship marketing

Customer Experience and Customer Methodology

Satisfaction
This study uses descriptive and quantitative analysis and
According to Mihardjo, et al, (2019); Nobar&Rostamzadeh uses survey methods. The study was conducted in the
(2018) customer experience brings a new ecosystem in province of Lampung and used a sample of 250 respondents.
industry 4.0, especially when it interacts with customers The response rate was measured using a closed design and
through interaction channels. Customer experience has a instrument and sent using email. It is hoped that this design
multilevel approach based on differences in ecosystem and can increase the response rate. In addition, the authors took

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

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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

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From the sub-structure test 1, the path coefficient (γη1ξ1) is Sub-Structure 2 Equation
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 value found, namely sub-structure 1 is
The path coefficient (γη1ξ2) is 0.14, and the tvalue = 2.13 described in the equation persamaan η2 = γ21ξ1+ γ22ξ2 +
>ttable (0.05: 250) = 1.65, meaning that it rejects Ho and the β21η1 + ζ2. This test will result in a decision to test hypotheses
path coefficient γη1ξ2 is significant. 3, 4 and 5.

Picture 2. Sub-structure Path Coefficient 2

In the results of the sub-structure test 2, the coefficient is significant.

(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 The calculation of the path coefficient and tvalue that will be
significant. The path coefficient (γη2ξ2) is 0.23 and the t-value used to test the hypothesis, then that all standardized loading
= 3.41 >ttable (0.05: 250) = 1.65, then Ho is rejected and the factors, namely the path coefficient is greater than 0.05 and the
path coefficient γη2ξ2 is significant. The path coefficient t-value is 1.65, so Ho is rejected and significant. Means a
(βη2η1) is 0.16 and the tvalue = 1.97 >ttable (0.05: 250) = standardized solution diagram for each variable through a
1.65, meaning that it rejects Ho and the path coefficient βη2η1 linear program structural relationship described as follows:

Picture 3. Standardized Solution Path Diagram

by other variables, (2) The total effect of variables ξ1 and ξ2 to

Better to revise 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
In Picture 3, which is the standardized solution, in addition there are other mediating variables, namely η1 of 0.51, while
to the direct effect, there is also an indirect effect and total the total effect is 0.51 + 0.094 = 0.604, and (4) the indirect
effect between exogenous variables (ξ) and endogenous effect of variable ξ2 to η2 is 0.14 x 0.16 = 0.022 because it is
variables (η). The linear structural relationship regarding the mediated by another variable, namely η2 of 0.23, so the total
standardized effect total shows that: (1) The value of the effect effect is 0.23 + 0.022 = 0.252.
ξ1 and ξ2 towards η1 and η2 is the same as the direct effect
coefficient of each latent variable, because it is not mediated

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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.

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Positive Direct Effect of Variable (Digital researchers. Furthermore, this paper would not be feasible
Marketing) ξ1on Variable (Relationship without the unwavering assistance, support, and work of their
articles, who accompanied them to successfully complete the
Marketing) η1 research. They also wish to thank their family and friends for
their unwavering support. Last but not least, they wish to
Hypothesis 4 has a positive direct effect of ξ1 on η1. This
express their heartfelt thanks to the Almighty for providing them
study resulted in a positive direct effect of variable ξ1 on
with sufficient grace, strength, and wisdom during the research.
variable η1 with a value of tvalue>ttable, namely 7.66 > 1.65,
and it was concluded that hypothesis 4 was accepted.
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