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The influence of coproduction’s factors and corporate image toward attitudinal loyalty: Islamic financial banking services delivery in Malaysia

Norzalita Abd Aziz (Graduate School of Business, Universiti Kebangsaan Malaysia, Bangi, Malaysia)

Journal of Islamic Marketing

ISSN: 1759-0833

Article publication date: 11 June 2018




Islamic banking system has become mainstream with the increasing popularity and demand of its products and services, including that of non-Muslims and even among the Western market. This paper aims to attempt to explore the factors that influence the co-production of services as well consumer attitudinal loyalty based on consumers’ perception of Islamic financial banking services. It also tests how co-production and customer loyalty as well as corporate image relate to each other. The present study is set up in the context of Islamic financial banking service industry in Malaysia.


The data were collected using the survey method. Convenience sampling was used to collect 502 usable responses via self-administered questionnaires.


The hierarchical regression results show that communication and commitment have a significant influence on co-production of services, but competence has an insignificant relationship. Co-production and corporate image have a significant influence on the consumer attitudinal loyalty, whereas corporate image has significant influence on consumer commitment. The study findings show that the co-production fully mediates the relationship between the communication and attitudinal loyalty, whereas it partially mediates the relationship between commitment and attitudinal loyalty.

Research limitations/implications

Further research is required to determine other additional and broader range of constructs. Further testing is therefore required before any generalization of these results can be undertaken, and it would be useful to conduct future studies in other types of industries. There are four segments of Islamic financial services customers, namely, religious conviction group, religious conviction and economic group, ethical observant group and economic rationality group. It is interesting to examine these segments related to the current study on how each segment influences the co-production process and loyalty among them.


The sustainability of a service organization depends on understanding customers’ needs but it also relies on the involvement of its customers. Although similar to-production, value co-creation has been regarded as one of the most prioritized research topics in service and marketing; thus, future researchers might model the relationships based on this concept. Despite these, few studies have been conducted to understand the nature and implications of co-production concept in Islamic financial banking services. This study contributes to the knowledge, in particular, in the context of Islamic financial banking services, especially by integrating additional constructs in determining customers’ loyalty such as the corporate image. To a certain extent, it offers some important insights on the subject of co-production and customer loyalty that eventually will lead to value creation and sustainability of businesses.



Abd Aziz, N. (2018), "The influence of coproduction’s factors and corporate image toward attitudinal loyalty: Islamic financial banking services delivery in Malaysia", Journal of Islamic Marketing, Vol. 9 No. 2, pp. 421-438.



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