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

Journal Article

Amin, Muslim . 2013

• Publication Work Type: Research Paper
• Publication Online URL: http://www.emeraldinsight.com/0265-2323.htm
• Issue Number: 2
• Volume Number: 31
• Pages: 79-97

Publication Abstract

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 Cross-cultural, Customer satisfaction, Image, Trust, Customer loyalty, Islamic banks,
Banks, Malaysia
Paper type Research paper