Uncovering the Complexity of Customer Loyalty in Islamic Banks: The Relationship between Service Quality, Experience, and Brand Image through Customer Satisfaction
DOI:
https://doi.org/10.37680/ijief.v4i2.6486Keywords:
Islamic Banking; Customer Loyalty; Service Quality; Customer Experience; Brand Image; Customer SatisfactionAbstract
The Islamic banking sector in Indonesia, especially after the merger of Bank Syariah Indonesia (BSI) in 2021, has shown tremendous growth. However, maintaining customer loyalty remains a significant challenge in this competitive landscape, with various factors potentially affecting customer retention in Islamic banking. This study investigates the relationship between service quality, customer experience, and brand image on customer loyalty at BSI KCP Mojokerto Gajah Mada, with customer satisfaction as a mediating variable. This study uses a quantitative approach using a structured questionnaire distributed to 110 customers selected through purposive sampling. Data analysis was conducted using Partial Least Square Structural Equation Modeling (PLS-SEM) to test the direct relationship and mediation effects. The study findings reveal that service quality and brand image directly affect customer loyalty, while customer experience requires the mediation of customer satisfaction to affect loyalty. In particular, service quality is negatively correlated with loyalty when mediated through satisfaction. Customer satisfaction effectively mediates the relationship between brand image and loyalty as well as between customer experience and loyalty. This study demonstrates the complex nature of customer loyalty formation in Islamic banking, suggesting that banks should focus on maintaining consistent service quality while building a strong brand image and positive customer experiences.
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References
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Dharmansyah, A., Razak, I., & Indratjahjo, H. (2019). The Effect of Quality of Service and Corporate Image on Customer Loyalty Through Customer Satisfaction in Informa Innovative Furnishings. International Journal of Business and Applied Social Science, 5(6).
Fadilla, N., Syahriza, R., Harianto, B., & Islam Negeri Sumatera Utara, U. (2024). Pengaruh Promotion, Service Quality, and Customer Experience Terhadap Loyalitas Nasabah Pada Bank Syariah Indonesia Cabang Medan Pulo Brayan. Jurnal Ilmiah Ekonomi Islam, 10(02), 1514–1523.
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Keni, K., & Sandra, K. K. (2021). Prediksi Customer Experience Dan Service Quality Terhadap Customer Loyalty: Customer Satisfaction Sebagai Variabel Mediasi. Jurnal Muara Ilmu Ekonomi Dan Bisnis, 5(1), 191. https://doi.org/10.24912/jmieb.v5i1.11196
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Lesmana, R., Sutarman, A., & Sunardi, N. (2021). Building A Customer Loyalty Through Service Quality Mediated by Customer Satisfaction. American Journal of Humanities and Social Sciences Research, 5(3), 38–45.
Lyna, L., & Prasetyo, S. I. (2021). Pengaruh Website Quality, Customer Experience, dan Service Quality Terhadap Loyalitas Pelanggan Online Shop Lazada di Kota Surakarta. INVEST : Jurnal Inovasi Bisnis Dan Akuntansi, 2(1), 53–63. https://doi.org/10.55583/invest.v2i1.133
Madjowa, I. S., Levyda, L., & Abdullah, S. (2023). Tingkat Loyalitas Pelanggan Ditinjau dari Kualitas Pelayanan Melalui Variabel Moderating Kepuasan Konsumen. Jesya, 6(1), 184–193. https://doi.org/10.36778/jesya.v6i1.909
Maria, S., Hakim, Y. P., & Darma, D. C. (2020). Perceptions of service quality and corporate image against satisfaction and customer loyalty. KnE Social Sciences, 9-25.
Massora, A., & Widyanti, I. (2021). Pengaruh Kualitas Pelayanan dan Citra Perusahaan Terhadap Kepuasan Pelanggan serta Implikasinya Terhadap Loyalitas Pelanggan PT. Bank Syariah Mandiri Cabang Thamrin Jakarta. JURNAL MANAJEMEN FE-UB, 9(1).
Mulyaningsih, L. A., & Suasana, I. G. A. K. G. (2016). Pengaruh kualitas layanan dan citra perusahaan terhadap kepuasan nasabah pada bank ocbc nisp di denpasar. E-Jurnal Manajemen Unud, 5(1), 1-30.
Nugraha, R. I. C., & Solekah, N. A. (2021). Anteseden Loyalitas Nasabah : Islamic Branding, Kualitas Layanan dan Kepercayaan. Jurnal Nusantara Aplikasi Manajemen Bisnis, 6(2), 283–296. https://doi.org/10.29407/nusamba.v6i2.15770
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Safitri, V. N., & Widyastuti, E. (2023). Peran Kepuasan Dalam Memediasi Pengaruh Customer Experience, Word Of Mouth Dan Kualitas Layanan Mobile Banking Terhadap Loyalitas Nasabah. Al-Bank: Journal of Islamic Banking and Finance, 3(1), 71. https://doi.org/10.31958/ab.v3i1.8133
Safitri, D., & Hayati, A. F. (2022). Pengaruh Harga dan Kualitas Layanan Terhadap Loyalitas Pelanggan Melalui Kepuasan Pelanggan Sebagai Variabel Intervening Jasa Online Maxim. Jurnal Ecogen, 5(1), 25-36.
Satria, F., & Diah Astarini. (2023). Pengaruh Kualitas Pelayanan Dan Kepuasan Nasabah Terhadap Loyalitas Nasabah Dimediasi Oleh Kepuasan Nasabah. Jurnal Ekonomi Trisakti, 3(1), 1911–1924. https://doi.org/10.25105/jet.v3i1.16124
Sultoni, H., & Mardiana, K. (2021). Pengaruh Merger Tiga Bank Syariah BUMN Terhadap Perkembangan Ekonomi Syariah. Jurnal Eksyar : Jurnal Ekonomi Syariah, 08(01), 17–40.
Susanti, N., & Syahrian, A. (2019). Pengaruh Kualitas Pelayanan Terhadap Kepuasan Nasabah (Pada PT. Bank Syariah Mandiri Cabang Pondok Pinang). Jurnal Ilmiah Feasible (Jif), 1(1), 55.
Ulfa, A. (2021). Dampak Penggabungan Tiga Bank Syariah di Indonesia. Jurnal Ilmiah Ekonomi Islam, 7(2), 1101–1106. https://doi.org/10.29040/jiei.v7i2.2680
William, & Tiurniari, P. (2020). Kualitas pelayanan dan fasilitas terhadap kepuasan pelanggan pada Bengkel Mazda Di Kota Batam. Jurnal EMBA, 8(1), 1987–1996.
Yosephine Simanjuntak, D. C., & Purba, P. Y. (2020). Peran Mediasi Customer Satisfaction dalam Customer Experience Dan Loyalitas Pelanggan. Jurnal Bisnis Dan Manajemen, 7(2), 171–184. https://doi.org/10.26905/jbm.v7i2.4795
Yunita, M. (2018). Analisis Pengaruh Persepsi Masyarakat, Citra Perusahaan dan Pendapatan Terhadap Keputusan Menabung di Bank Syariah (Studi Kasus pada Nasabah Bank BRI Syariah Kantor Cabang Semarang) (Doctoral dissertation, IAIN SALATIGA).
Zulkarnain, R., Taufik, H., & Ramdansyah, A. D. (2020). Pengaruh Kualitas Pelayanan dan Kualitas Produk Terhadap Loyalitas Nasabah dengan Kepuasan Nasabah sebagai variabel Intervening (Studi Kasus Pada PT Bank Syariah Mu’amalah Cilegon). Jurnal Manajemen Dan Bisnis, 1–24.
Zaid, S., PALILATI, A., MADJID, R., & BUA, H. (2021). Impact of service recovery, customer satisfaction, and corporate image on customer loyalty. The Journal of Asian Finance, Economics and Business, 8(1), 961-970.
Andrew, W., Hatane, S., & Edwin, J. (2013). Analisa Pengaruh Perceived Quality Terhadap Perceived Value Konsumen Pengguna Intrenet Mobile XL di Surabaya. Jurnal Manajemen Pemasaran Petra, 1(1), 1–12.
Avidha, S. N., & Budiatmo, A. (2020). Pengaruh Kualitas Pelayanan Dan Brand Image Terhadap Loyalitas Pelanggan Melalui Kepuasan Pelanggan Sebagai Variabel Intervening (Studi Pada Pelanggan ISP Fixed MNC Play Media Di Semarang). Jurnal Ilmu Administrasi Bisnis, 9(4), 626–633. https://doi.org/10.14710/jiab.2020.28947
Baron, R. M., & Kenny, D. A. (1986). The moderator–mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations. Journal of Personality and Social Psychology, 51(6), 1173–1182. https://doi.org/10.1037/0022-3514.51.6.1173
Budiarno, B., Udayana, I. B. N., & Lukitaningsih, A. (2022). Pengaruh Kualitas Layanan, Kualitas Produk Terhadap Kepuasan Pelanggan Dalam Membentuk Loyalitas Pelanggan. Equilibrium: Jurnal Penelitian Pendidikan Dan Ekonomi, 19(02), 226–233. https://doi.org/10.25134/equi.v19i02.4531
Cantona, E., & Tunjungsari, H. K. K. (2019). Brand Image Dan Product Performance Terhadap Customer Loyalty: Customer Satisfaction Sebagai Mediasi. Jurnal Manajerial Dan Kewirausahaan, 1(2), 307. https://doi.org/10.24912/jmk.v1i2.5091
Darmawan, D. (2018). The effect of service quality, customer satisfaction and corporate image on customer loyalty in the banking sector in Indonesia.
Dharmansyah, A., Razak, I., & Indratjahjo, H. (2019). The Effect of Quality of Service and Corporate Image on Customer Loyalty Through Customer Satisfaction in Informa Innovative Furnishings. International Journal of Business and Applied Social Science, 5(6).
Fadilla, N., Syahriza, R., Harianto, B., & Islam Negeri Sumatera Utara, U. (2024). Pengaruh Promotion, Service Quality, and Customer Experience Terhadap Loyalitas Nasabah Pada Bank Syariah Indonesia Cabang Medan Pulo Brayan. Jurnal Ilmiah Ekonomi Islam, 10(02), 1514–1523.
Fathony, A., Saifuddin, S., & Nabila, N. (2022). Dampak Kualitas Pelayanan, Citra Perusahaan, dan Kepuasan Nasabah terhadap Loyalitas Konsumen di BMT UGT Sidogiri Cabang Semampir Probolinggo. Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah, 4(6), 1877-1896.
Febrianti, I. N., & Keni, K. (2021). Pengaruh Experiential Marketing dan Service Quality terhadap Customer Loyalty: Customer Satisfaction sebagai Variabel Mediasi. Jurnal Manajemen Bisnis Dan Kewirausahaan, 5(1), 56. https://doi.org/10.24912/jmbk.v5i1.10400
Ghozali, M., Azmi, M. U., & Nugroho, W. (2019). Perkembangan Bank Syariah Di Asia Teng gara: Sebuah Kajian Historis. Falah: Jurnal Ekonomi Syariah, 4(1), 44. https://doi.org/10.22219/jes.v4i1.8700
Hair, J. F., Ringle, C. M., & Sarstedt, M. (2011). PLS-SEM: Indeed a Silver Bullet. Journal of Marketing Theory and Practice, 19(2), 139–152. https://doi.org/10.2753/MTP1069-6679190202
Harfika, J., & Abdullah, N. (2017). Pengaruh Kualitas Pelayanan Dan Fasilitas Terhadap Kepuasan Pasien Pada Rumah Sakit Umum Kabupaten Aceh Barat Daya. Jurnal Balance, 44(1), 44–56.
Hidayatullah, A. F., & Solekah, N. A. (2024). Pengaruh Kualitas Pelayanan, Citra Perusahaan Dan Ikatan Emosional Terhadap Loyalitas Nasabah Dengan Kepuasan Nasabah Sebagai Variabel Intervening Di Koperasi BMT UGT Nusantara. Journal of Economic, Bussines and Accounting (COSTING), 7(4), 8679–8691. https://doi.org/10.31539/costing.v7i4.7950
Image, E. B., Awareness, B., Marketing, E., Loyalitas, T., Bank, N., & Kota, M. (2024). R eslaj : Religion Education Social Laa Roiba Journal R eslaj : Religion Education Social Laa Roiba Journal. 6, 3900–3917. https://doi.org/10.47476/reslaj.v6i8.2347
Jubaidi, J., Munawaroh, C., Sari, A. P., & Parair, A. A. (2024). Pengaruh Kualitas Layanan Terhadap Kepuasan Nasabah Pada Bank Syariah Indonesia Cabang Samarinda. 5(6), 768–775.
Keni, K., & Sandra, K. K. (2021). Prediksi Customer Experience Dan Service Quality Terhadap Customer Loyalty: Customer Satisfaction Sebagai Variabel Mediasi. Jurnal Muara Ilmu Ekonomi Dan Bisnis, 5(1), 191. https://doi.org/10.24912/jmieb.v5i1.11196
Kharisma, N. N. D., & Rahmatika, A. N. (2021). Asset and Liability Management Di Bank Syariah Indonesia (Study Komparatif Sebelum Dan Sesudah Marger). JoEMS (Journal of Education and Management Studies), 4(4), 1–6. https://doi.org/10.32764/joems.v4i4.514
Kurniyawati, E., & Anggadha, F. (2024). Pengaruh Kualitas Layanan dan Penanganan Keluhan terhadap Loyalitas Nasabah dengan Kepuasan sebagai Variabel Intervening (Studi Kasus BPRS Suriyah Cabang Salatiga). Jurnal BAABU AL-ILMI: Ekonomi Dan Perbankan Syariah, 5(2), 142-152.
Lesmana, R., Sutarman, A., & Sunardi, N. (2021). Building A Customer Loyalty Through Service Quality Mediated by Customer Satisfaction. American Journal of Humanities and Social Sciences Research, 5(3), 38–45.
Lyna, L., & Prasetyo, S. I. (2021). Pengaruh Website Quality, Customer Experience, dan Service Quality Terhadap Loyalitas Pelanggan Online Shop Lazada di Kota Surakarta. INVEST : Jurnal Inovasi Bisnis Dan Akuntansi, 2(1), 53–63. https://doi.org/10.55583/invest.v2i1.133
Madjowa, I. S., Levyda, L., & Abdullah, S. (2023). Tingkat Loyalitas Pelanggan Ditinjau dari Kualitas Pelayanan Melalui Variabel Moderating Kepuasan Konsumen. Jesya, 6(1), 184–193. https://doi.org/10.36778/jesya.v6i1.909
Maria, S., Hakim, Y. P., & Darma, D. C. (2020). Perceptions of service quality and corporate image against satisfaction and customer loyalty. KnE Social Sciences, 9-25.
Massora, A., & Widyanti, I. (2021). Pengaruh Kualitas Pelayanan dan Citra Perusahaan Terhadap Kepuasan Pelanggan serta Implikasinya Terhadap Loyalitas Pelanggan PT. Bank Syariah Mandiri Cabang Thamrin Jakarta. JURNAL MANAJEMEN FE-UB, 9(1).
Mulyaningsih, L. A., & Suasana, I. G. A. K. G. (2016). Pengaruh kualitas layanan dan citra perusahaan terhadap kepuasan nasabah pada bank ocbc nisp di denpasar. E-Jurnal Manajemen Unud, 5(1), 1-30.
Nugraha, R. I. C., & Solekah, N. A. (2021). Anteseden Loyalitas Nasabah : Islamic Branding, Kualitas Layanan dan Kepercayaan. Jurnal Nusantara Aplikasi Manajemen Bisnis, 6(2), 283–296. https://doi.org/10.29407/nusamba.v6i2.15770
Pesa Nugraha, P. (2023). Keunikan Model Marketing Dari Mulut Ke Mulut Dalam Era Digital. Jurnal Multidisiplin Indonesia, 2(10), 3160–3169. https://doi.org/10.58344/jmi.v2i10.589
Rini, A. R., & Hasan, I. (2022). Peran Service Quality dan Relationship Marketing terhadap Loyalitas Nasabah dengan Kepuasan Nasabah sebagai Variabel Intervening. Journal of Economic, Bussines and Accounting (COSTING), 6(1), 1059-1066.
Safitri, V. N., & Widyastuti, E. (2023). Peran Kepuasan Dalam Memediasi Pengaruh Customer Experience, Word Of Mouth Dan Kualitas Layanan Mobile Banking Terhadap Loyalitas Nasabah. Al-Bank: Journal of Islamic Banking and Finance, 3(1), 71. https://doi.org/10.31958/ab.v3i1.8133
Safitri, D., & Hayati, A. F. (2022). Pengaruh Harga dan Kualitas Layanan Terhadap Loyalitas Pelanggan Melalui Kepuasan Pelanggan Sebagai Variabel Intervening Jasa Online Maxim. Jurnal Ecogen, 5(1), 25-36.
Satria, F., & Diah Astarini. (2023). Pengaruh Kualitas Pelayanan Dan Kepuasan Nasabah Terhadap Loyalitas Nasabah Dimediasi Oleh Kepuasan Nasabah. Jurnal Ekonomi Trisakti, 3(1), 1911–1924. https://doi.org/10.25105/jet.v3i1.16124
Sultoni, H., & Mardiana, K. (2021). Pengaruh Merger Tiga Bank Syariah BUMN Terhadap Perkembangan Ekonomi Syariah. Jurnal Eksyar : Jurnal Ekonomi Syariah, 08(01), 17–40.
Susanti, N., & Syahrian, A. (2019). Pengaruh Kualitas Pelayanan Terhadap Kepuasan Nasabah (Pada PT. Bank Syariah Mandiri Cabang Pondok Pinang). Jurnal Ilmiah Feasible (Jif), 1(1), 55.
Ulfa, A. (2021). Dampak Penggabungan Tiga Bank Syariah di Indonesia. Jurnal Ilmiah Ekonomi Islam, 7(2), 1101–1106. https://doi.org/10.29040/jiei.v7i2.2680
William, & Tiurniari, P. (2020). Kualitas pelayanan dan fasilitas terhadap kepuasan pelanggan pada Bengkel Mazda Di Kota Batam. Jurnal EMBA, 8(1), 1987–1996.
Yosephine Simanjuntak, D. C., & Purba, P. Y. (2020). Peran Mediasi Customer Satisfaction dalam Customer Experience Dan Loyalitas Pelanggan. Jurnal Bisnis Dan Manajemen, 7(2), 171–184. https://doi.org/10.26905/jbm.v7i2.4795
Yunita, M. (2018). Analisis Pengaruh Persepsi Masyarakat, Citra Perusahaan dan Pendapatan Terhadap Keputusan Menabung di Bank Syariah (Studi Kasus pada Nasabah Bank BRI Syariah Kantor Cabang Semarang) (Doctoral dissertation, IAIN SALATIGA).
Zulkarnain, R., Taufik, H., & Ramdansyah, A. D. (2020). Pengaruh Kualitas Pelayanan dan Kualitas Produk Terhadap Loyalitas Nasabah dengan Kepuasan Nasabah sebagai variabel Intervening (Studi Kasus Pada PT Bank Syariah Mu’amalah Cilegon). Jurnal Manajemen Dan Bisnis, 1–24.
Zaid, S., PALILATI, A., MADJID, R., & BUA, H. (2021). Impact of service recovery, customer satisfaction, and corporate image on customer loyalty. The Journal of Asian Finance, Economics and Business, 8(1), 961-970.
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2024-12-31
How to Cite
Laili, S. N., & Hasan, I. (2024). Uncovering the Complexity of Customer Loyalty in Islamic Banks: The Relationship between Service Quality, Experience, and Brand Image through Customer Satisfaction. Indonesian Journal of Islamic Economics and Finance, 4(2), 357–376. https://doi.org/10.37680/ijief.v4i2.6486
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