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Islamic banks: Contrasting the drivers of customer satisfaction on image, trust, and loyalty of Muslim and non‐Muslim customers in Malaysia

Muslim Amin (International Business School, Universiti Teknologi Malaysia, Kuala Lumpur, Malaysia)
Zaidi Isa (Faculty of Science and Technology, Universiti Kebangsaan Malaysia, Selangor Darul Ehsan, Malaysia)
Rodrigue Fontaine (Faculty of Economics and Management Sciences, International Islamic University Malaysia, Kuala Lumpur, Malaysia)

International Journal of Bank Marketing

ISSN: 0265-2323

Article publication date: 22 February 2013

9375

Abstract

Purpose

The purpose of this study is to investigate customer satisfaction and its effect on image, trust, and customer loyalty for Islamic banks.

Design/methodology/approach

The study uses data from Islamic banks and dual‐window Islamic banks, pertaining to two different customer segments (Muslims and non‐Muslims).

Findings

The results indicate that customer satisfaction has a significant relationship with image, image has a significant relationship with trust, and trust has a significant relationship with customer loyalty for both customer segments. Furthermore, significant differences occur in the effect of customer satisfaction on image, image on trust, and trust on customer loyalty between Muslim and non‐Muslim customers.

Practical implications

The findings suggest that Muslim customers establish relationships with Islamic banks because they trust that Islamic banks are Shariah compliant. Therefore, providing secure banking products that are fully compliant with Islamic principles are necessary.

Originality/value

This research is important as it clearly demonstrates that the loyalty of Muslim and non‐Muslim customers to Islamic banks is influenced by customers being satisfied, as well as the image of and trust in Islamic banks. In this context, when customers are unwilling to trust Islamic banks, they are also unwilling to be loyal.

Keywords

Citation

Amin, M., Isa, Z. and Fontaine, R. (2013), "Islamic banks: Contrasting the drivers of customer satisfaction on image, trust, and loyalty of Muslim and non‐Muslim customers in Malaysia", International Journal of Bank Marketing, Vol. 31 No. 2, pp. 79-97. https://doi.org/10.1108/02652321311298627

Publisher

:

Emerald Group Publishing Limited

Copyright © 2013, Emerald Group Publishing Limited

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