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Islamic bank customer satisfaction, trust, loyalty and word of mouth: the CREATOR model

Sadia Mehfooz Khan (Department of Business Administration, IQRA University, Karachi, Pakistan)
Muhammad Ali (UCSI Graduate Business School, UCSI University, Kuala Lumpur, Malaysia)
Chin-Hong Puah (Department of Economics, Faculty of Economics and Business, Universiti Malaysia Sarawak, Kota Samarahan, Malaysia)
Hanudin Amin (Labuan Faculty of International Finance, Universiti Malaysia Sabah, Kota Kinabalu, Malaysia)
Muhammad Shujaat Mubarak (College of Business Management, Institute of Business Management, Karachi, Pakistan)

Journal of Islamic Accounting and Business Research

ISSN: 1759-0817

Article publication date: 30 November 2022

122

Abstract

Purpose

This study aims to investigate two primary objectives. First, this study examines the influence of modified service quality dimensions on Islamic bank customer satisfaction using a compliance, reliability, empathy, assurance, tangible, operational efficiency, responsiveness (CREATOR) model. Second, the study explores the relationship between customer satisfaction, trust, loyalty and word of mouth (WOM) in Islamic banking of Pakistan.

Design/methodology/approach

The proposed model was analyzed using PLS-SEM-based approach. A total of 312 usable responses were used for data analysis.

Findings

The results indicate that all CREATOR dimensions have a significant positive impact on Islamic banks’ customer satisfaction. Similarly, this study also found a significant positive relationship between customer satisfaction, trust, loyalty and WOM. Overall, this study modified a well-established service quality framework by successfully implementing the CREATOR model in Islamic banking.

Originality/value

This study will provide helpful policy guidelines for Islamic bank managers improve their service quality and strengthen their relationships with existing and new customers. The authors are also sure that their proposed model will add value to the ongoing service quality literature by indicating the role of operational effectiveness in increasing customer satisfaction and promoting positive WOM.

Keywords

Citation

Khan, S.M., Ali, M., Puah, C.-H., Amin, H. and Mubarak, M.S. (2022), "Islamic bank customer satisfaction, trust, loyalty and word of mouth: the CREATOR model", Journal of Islamic Accounting and Business Research, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/JIABR-01-2022-0017

Publisher

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Emerald Publishing Limited

Copyright © 2022, Emerald Publishing Limited

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