Customer Retention Strategies And Digital Innovation In Islamic Bank Gold Services

• Muhammad Andik Diantoro

  Universitas Muhammadiyah Sidoarjo

• Rizal Fahmy Likhumy Robby

  Universitas Muhammadiyah Sidoarjo

• Hansya Maulana

  Universitas Muhammadiyah Sidoarjo

• Satrio Sudarso

  Universitas Muhammadiyah Sidoarjo

General Background The Islamic banking industry rapidly develops through modern precious metal investment facilities to meet public demand for safe and compliant assets. Specific Background Bank Syariah Indonesia KC Jenggolo provides precious metal installment products; however, internal data from 2023 to 2025 records a consistent decline in new, existing, and returning clientele. Knowledge Gap Previous studies emphasize the importance of marketing mixes in financial institutions, but few address the specific operational failures causing client attrition in sharia-compliant installment facilities. Aims This research identifies the factors causing the clientele decline and formulates precise marketing and operational frameworks. Results Using a qualitative descriptive method with fifteen respondents, findings indicate that the primary obstacles lie within the People, Promotion, and Process components of the marketing mix. Specifically, conventional offline promotions, inadequate staff communication skills, and limited mobile application features drive client dissatisfaction. Novelty The study provides a targeted diagnostic of sharia investment facilities, linking specific technological deficits directly to clientele attrition patterns over a three-year period. Implications Financial institutions must prioritize human resource training, transition to integrated online promotional campaigns, and upgrade mobile application functionalities to maintain competitive market positioning and investor loyalty.

Highlights: 

• The continuous decline in clientele stems from deficits in personnel competence, promotional reach, and technological processes.

• Conventional offline marketing fails to attract modern investors compared to targeted online promotional campaigns.

• Upgrading mobile application features with installment tracking and payment reminders is crucial for securing investor loyalty.

Keywords: Marketing Mix, Sharia Investment, Customer Loyalty, Mobile Application, Promotional Campaign

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