The role of customer intimacy in increasing Islamic bank customer loyalty in using e-banking and m-banking

Abstract

Purpose

The purposes of this study are to develop an extended technology acceptance model (TAM) model by adding customer intimacy, perceived risk, trust and Sharia compliance as external variables, in which TAM is used as the evaluation method for the use of e-banking and m-banking by customers of Islamic bank; and to study the role of customer intimacy in increasing satisfaction and encouraging loyalty of Islamic bank customers in using e-banking and m-banking.

Design/methodology/approach

Data collection is carried out by the self-administered survey method with Islamic bank customers as target population. Multivariate analysis of variance and multiple linear regression are applied for data analysis.

Findings

Customer intimacy not only encourages the emergence of customer loyalty directly, but also affects the factors that determine customer loyalty itself, such as perceived usefulness, perceived ease of use, perceived risk, trust, sharia compliance and satisfaction. In other words, customer intimacy has a direct and indirect influence on loyalty.

Originality/value

This paper offers an extended TAM constructs to study the role of customer intimacy in increasing loyalty by considering various variables, namely, perceived risk, trust, Sharia compliance and satisfaction. Similar research is still very limited in the banking marketing literature, especially in Islamic banks context.

Citation

Mulia, D., Usman, H. and Parwanto, N.B. (2021), "The role of customer intimacy in increasing Islamic bank customer loyalty in using e-banking and m-banking", Journal of Islamic Marketing, Vol. 12 No. 6, pp. 1097-1123. https://doi.org/10.1108/JIMA-09-2019-0190