The influence of critical factors on customer retention

Customer retention is the main strategy used by Islamic banking to achieve success in commercial competition. This study aims to determine the determinants of customer retention at Bank NTB Syariah. The approach used is quantitative using the Structural Equation Model (SEM) approach based on Partial Least Square (PLS). The sample used in this study were customers of Bank NTB Syariah. The results showed that the variables of trust, Islamic business ethics, and relationship marketing have a significant positive effect on customer retention at Bank NTB Syariah. While the variables of service and satisfaction have no effect on customer retention.