Expressive relationship between religion and emotional bonding on consumers’ loyalty in the banking sector

IF 3.1 Q2 BUSINESS

Journal of Islamic Marketing Pub Date : 2024-05-17 DOI:10.1108/jima-01-2023-0010

Ratna Dewi, Hastuti Mulang, Junaidi Junaidi

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引用次数: 0

Abstract

Purpose This study aims to examine the role of religion on Indonesia’ Muslim consumers’ emotional bonding and loyalty. Design/methodology/approach The sample consists of 505 and structural equation modelling was used to confirm research hypotheses. Findings The results indicated that religion has a positive and significant effect on Muslim consumers’ emotional bonding; furthermore, emotional bonding play an important role in mediating the relationship between consumers’ religiosity and consumers’ loyalty. Research limitations/implications Future research is required to confirm the validity of this study throughout the sector and among Muslim banking consumers. Practical implications Bank managers also promote their consumers as change agents to recommend their companies to others. It is also essential in strengthening the relationship between consumers and the companies. Originality/value This study provided the Muslim consumers’ loyalty standpoint, the study enlightened bank managers about consumers’ loyalty through religiosity and emotional bonding.

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宗教与情感纽带对银行业消费者忠诚度的表达关系

研究结果研究结果表明，宗教对穆斯林消费者的情感纽带有积极而显著的影响；此外，情感纽带在调解消费者宗教信仰与消费者忠诚度之间的关系方面发挥着重要作用。研究局限性/启示未来的研究需要在整个行业和穆斯林银行消费者中证实本研究的有效性。原创性/价值本研究提供了穆斯林消费者的忠诚度观点，使银行管理者了解到消费者通过宗教信仰和情感纽带建立的忠诚度。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Islamic Marketing BUSINESS-

CiteScore

8.40

自引率

28.10%

发文量

期刊介绍： Launched in 2010, Journal of Islamic Marketing (JIMA) was the first journal dedicated to investigating Marketing’s relationship with Islam, in theory and practice, across Muslim majority and minority geographies. JIMA tackles the nuances associated with Muslim consumption patterns, doing business in Muslim markets, and targeting Muslim consumers. When considering the acronyms for the emerging economies to watch: in 2001 it was BRIC (Brazil, Russia, India, and China); and more recently in 2013 MINT (Mexico, Indonesia, Nigeria, Turkey), and CIVETS (Columbia, Indonesia, Vietnam, Egypt, Turkey and South Africa) – then it is apparent that economies with large Muslim populations are growing in importance. One quarter of the world''s population are Muslim, with well over half of Muslims today under the age of 25 - which prompted Miles Young, Global CEO of Ogilvy, to assert that Muslims are the "third one billion", following interest in Indian and Chinese billions, in terms of market opportunities.