The Effect of Islamic Brand Image, Islamic Service Quality, and Customer Satisfaction on Customer Loyalty in Islamic Banking

Krisnanda Krisnanda; Linda Putri Nadia; Rizka Fatkhin Nisa; Ahmad Nilnal Munachifdlil’ula

Authors

Krisnanda Krisnanda Muria Kudus University, Indonesia
Linda Putri Nadia Muria Kudus University, Indonesia
Rizka Fatkhin Nisa Muria Kudus University, Indonesia
Ahmad Nilnal Munachifdlil’ula Muria Kudus University, Indonesia

Keywords:

Islamic Brand Image, Islamic Banking, Islamic Service Quality

Abstract

This study examines the effects of Islamic brand image, Islamic service quality, and customer satisfaction on customer loyalty in the Islamic banking sector, particularly in the context of increasing competition among Islamic financial institutions. This study adopts a quantitative approach using survey data from 140 Islamic bank customers. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS v. 3.2.9. The results reveal that Islamic Brand Image, Islamic Service Quality, and Customer Satisfaction positively influence Customer Loyalty, with Islamic Service Quality as the most dominant factor. These findings suggest that customer loyalty is strengthened by the consistency of sharia compliant service delivery, supported by a strong Islamic brand and satisfying service experiences. This study provides empirical evidence on the key determinants of customer loyalty in Islamic banking and highlights the central role of sharia compliant service quality alongside Islamic branding and customer satisfaction.

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