The role of Islamic marketing ethics for customer loyalty in Islamic banking through customer satisfaction

Abstract

This study aims to build a conceptual and empirical model of Islamic marketing ethics’ influence on Islamic banks’ customer loyalty through customer satisfaction on salesperson services and customer satisfaction to Islamic banks over the year 2020. This study develops a new theoretical model, namely the ethical behaviour of Islamic marketing which is predicted to influence customer loyalty in Islamic banks by integrating customer satisfaction variables. The marketing ethics measurement model in the current research was built employing the Islamic marketing concept approach. The research paradigm used in this study is post-positivistic. The data were collected from 217 customers of Islamic banks in Central Java utilizing the purposive sampling technique. The results showed that Islamic ethical behaviour has a significant impact on customer loyalty directly or indirectly through customer satisfaction. Customer satisfaction with core services has a direct impact on customer loyalty at Islamic banks.