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Expressive relationship between religion and emotional bonding on consumers’ loyalty in the banking sector

Ratna Dewi (Department of Management, Universitas Muslim Indonesia, Makassar, Indonesia)
Hastuti Mulang (Department of Management, Universitas Muslim Indonesia, Makassar, Indonesia)
Junaidi Junaidi (Department of Accounting, Universitas Muhammadiyah Palopo, Palopo, Indonesia)

Journal of Islamic Marketing

ISSN: 1759-0833

Article publication date: 17 May 2024

76

Abstract

Purpose

This study aims to examine the role of religion on Indonesia’ Muslim consumers’ emotional bonding and loyalty.

Design/methodology/approach

The sample consists of 505 and structural equation modelling was used to confirm research hypotheses.

Findings

The results indicated that religion has a positive and significant effect on Muslim consumers’ emotional bonding; furthermore, emotional bonding play an important role in mediating the relationship between consumers’ religiosity and consumers’ loyalty.

Research limitations/implications

Future research is required to confirm the validity of this study throughout the sector and among Muslim banking consumers.

Practical implications

Bank managers also promote their consumers as change agents to recommend their companies to others. It is also essential in strengthening the relationship between consumers and the companies.

Originality/value

This study provided the Muslim consumers’ loyalty standpoint, the study enlightened bank managers about consumers’ loyalty through religiosity and emotional bonding.

Keywords

Citation

Dewi, R., Mulang, H. and Junaidi, J. (2024), "Expressive relationship between religion and emotional bonding on consumers’ loyalty in the banking sector", Journal of Islamic Marketing, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/JIMA-01-2023-0010

Publisher

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Emerald Publishing Limited

Copyright © 2024, Emerald Publishing Limited

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