Effects of Islamic Brand Personality, Service Quality, Customer Motives and Customer Satisfaction on Customer Loyalty in Sharia Banks of Jambi City Under the Perspective of Tawhidi String Relation

DOI

10.2991/aebmr.k.210305.060How to use a DOI?

Keywords

Islamic Brand Personality, Service Quality, Customers’ Motives, Customers’ Satisfaction, Customer Loyalty

Abstract

The purpose of this study was to describe the relationships among the Tawhidi String Relation (TSR) variables including the evaluations regarding the direct influences of Islamic Brand Personality, Service quality, customers’ motives, customer satisfaction and customers’ loyalty. In this study, a Structural Equation Modeling-Partial Least Squares (SEM-PLS) technique was used for data evaluation. Data was collected by using a questionnaire with a random sampling method of 343 customers from 4 (four) Islamic banks in Jambi City. The results of this research revealed that Islamic Brand Personality has a positive and significant effect on service quality with a score value 0.734; Islamic Brand Personality Personality has a positive and significant effect on customers’ motives with a score value equal to 0.644; Islamic Brand Personality has a positive and significant effect on customer satisfaction with a score value 0.349; Islamic Brand Personality has a positive and significant effect on customers’ loyalty with a score value 0.088. Service Quality has a positive and significant effect on customer satisfaction with a score value 0.372; Service Quality has a positive and significant effect on customers’ loyalty with a score value equal to 0.454. Customer motive has a positive and significant effect on customer satisfaction with a score value 0.175; customer motive has a positive and significant effect on customers’ loyalty with a score value 0.177. Customer satisfaction has a positive and significant effect on customers’ loyalty with a score value 0.297. The influence of Islamic Brand Personality on customer loyalty with the use of both Service Quality variable and customer satisfaction as mediation variables, resulted in positive and significant effect as much as 0.606; while the influence of Islamic Brand Personality on customer loyalty with the use of both customer motives variable and customer satisfaction as mediation variables, resulted in a positive and significant effect as much as 0.337.

Copyright

© 2021, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Download article (PDF)

TY  - CONF
AU  - Rafidah
PY  - 2021
DA  - 2021/03/08
TI  - Effects of Islamic Brand Personality, Service Quality, Customer Motives and Customer Satisfaction on Customer Loyalty in Sharia Banks of Jambi City Under the Perspective of Tawhidi String Relation
BT  - Proceedings of the 2nd Southeast Asian Academic Forum on Sustainable Development (SEA-AFSID 2018)
PB  - Atlantis Press
SP  - 337
EP  - 341
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.210305.060
DO  - 10.2991/aebmr.k.210305.060
ID  - 2021
ER  -