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Loyalty towards Islamic banking: service quality, emotional or religious driven?

Loyalty towards Islamic banking: service quality, emotional or religious driven? This paper aims to integrate and examine three loyalty routes (i.e. service quality, emotional attachment and religiosity) in developing customer loyalty towards Islamic banking.Design/methodology/approachData were collected from 412 Islamic bank customers from Indonesia. Variance-based structural equation modelling was applied to evaluate the association between service quality, emotional attachment, religiosity and customer loyalty.FindingsThis study reveals that customer loyalty is more driven by emotional attachment and religiosity rather than by perceived service quality. Although not directly affecting customer loyalty, service quality strengthens customer satisfaction towards Islamic banks.Practical implicationsThis study provides an opportunity for Islamic bank managers to increase their customer loyalty through the development of emotional attachment and religiosity. To improve customer loyalty, this study suggests that Islamic banks have to provide prompt, accurate and non-personal service. It is also important for Islamic bank managers to keep the bank operation compliant with the Sharia law.Originality/valueThis study is the first attempt to assess the three loyalty routes simultaneously in influencing customer loyalty. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Islamic Marketing Emerald Publishing

Loyalty towards Islamic banking: service quality, emotional or religious driven?

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References (48)

Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
1759-0833
DOI
10.1108/jima-01-2018-0007
Publisher site
See Article on Publisher Site

Abstract

This paper aims to integrate and examine three loyalty routes (i.e. service quality, emotional attachment and religiosity) in developing customer loyalty towards Islamic banking.Design/methodology/approachData were collected from 412 Islamic bank customers from Indonesia. Variance-based structural equation modelling was applied to evaluate the association between service quality, emotional attachment, religiosity and customer loyalty.FindingsThis study reveals that customer loyalty is more driven by emotional attachment and religiosity rather than by perceived service quality. Although not directly affecting customer loyalty, service quality strengthens customer satisfaction towards Islamic banks.Practical implicationsThis study provides an opportunity for Islamic bank managers to increase their customer loyalty through the development of emotional attachment and religiosity. To improve customer loyalty, this study suggests that Islamic banks have to provide prompt, accurate and non-personal service. It is also important for Islamic bank managers to keep the bank operation compliant with the Sharia law.Originality/valueThis study is the first attempt to assess the three loyalty routes simultaneously in influencing customer loyalty.

Journal

Journal of Islamic MarketingEmerald Publishing

Published: Jan 14, 2020

Keywords: Islamic banking; Customer loyalty; Religiosity; Service quality; Customer satisfaction; Emotional attachment

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