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

Economic Annals-ХХI: Volume 187, Issue 1-2, Pages: 189-196

Citation information: Nasuka, M., Wijaya, T., & Hidayat, A. (2021). The role of Islamic marketing ethics for customer loyalty in Islamic banking through customer satisfaction. Economic Annals-XXI, 187(1-2), 189-196. doi:

Moh Nasuka
PhD (Islamic Economics), Associate Professor,
Department of Sharia Economy,
Local Government Faculty of Sharia Economy,
Nahdlatul Ulama Islamic University
Jalan Taman Siswa, Pekeng, Jl. Kauman, Kec. Tahunan, Kabupaten Jepara, Jawa Tengah, 59451, Indonesia

Tony Wijaya
PhD (Economics), Associate Professor,
Department of Management,
Faculty of Economy,
Yogyakarta State University
1 Jl. Colombo Yogyakarta, Karang Malang, Caturtunggal, Kec. Depok, Kabupaten Sleman, Daerah Istimewa Yogyakarta, 55281, Indonesia

Anas Hidayat
PhD (Economics), Associate Professor,
Department of Management,
Faculty of Business and Economics,
Islamic University of Indonesia
Ace Partadiredja Building, Ring Road Utara, Condongcatur, Sleman, Yogyakarta, 55283, Indonesia

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.

Keywords: Customer Loyalty; Islamic Ethics; Islamic Bank; Marketing; Customer Satisfaction

JEL Classifications: M31; G24

Acknowledgements and Funding: The authors received no direct funding for this research.

Contribution: The authors contributed equally to this work.



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Received 4.11.2020
Received in revised form 18.12.2020
Accepted 27.12.2020
Available online 28.02.2021