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Factors Affecting Satisfaction and Loyalty Toward Islamic Banking

Due to changing landscape of competition, Islamic Banks must consider both the Muslim and non-Muslim segment and pay attention to the factors that shape their satisfaction and loyalty. This study aims to investigate the effect of fairness, service quality, and image on the satisfaction and loyalty of Islamic Banking consumers both in Muslim and non-Muslim segments. This research uses survey methods and path analysis methods. The results show that fairness, service quality, and image have influence on the satisfaction and loyalty of consumers in the Muslim and non-Muslim segments with varying magnitude and significance. Fairness also has the most significant influence on the satisfaction and loyalty of non-Muslim consumers. The influence of fairness in the nonMuslim consumer segment is greater than the influence in the Muslim segment. This can be an indication that non-Muslim consumers perceive Islamic Banking products to have a fairer scheme than conventional products.