Widyarini, Journal of Islamic Economics Lariba (2018). vol. 4, iss 2, pp.

83-96
DOI : 10.20885/jielariba.vol4.iss2.art3

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Loyalty of Islamic bank’s costumers: A meta-
analysis study
Widyarini

Received : 10 Agustus 2018

Accepted : 21 September 2018
Abstract
Published : 29 Desember 2018 This study was a meta-research, i.e., using some journals about topics that
have the same flow, to be analyzed and drawn conclusions and suggestions.
Corresponding Author: Widyarini, UIN
Sunan Kalijaga, Yogyakarta, Indonesia This research aims to provide an additional variable that idea 1) affect the
Email: [email protected] decision to become a customer and 2) factors influence customer loyalty,
particularly Islamic banks. The results show that the researchers were less
sensitive against the selection of the respondent bank. Researchers should
strictly separate between saving a customer with financing, voluntary or
forced to have the saving. Each group has a different sensitivity. Variables
that are influencing the decisions to a become a bank saving customers
are Compliance, quality of service (Assurance, Responsiveness, Empathy,
and Tangibles, Reliability).
Future research needs the addition of Trust1 as variables to influence
decision making becomes a customer. Trust2 and Religiosity (social piety)
as variables change the satisfaction of the customer to become a loyalist.

Keywords: Compliance, Service Quality, Trust, Religiosity, Decisions

Become Customers, Satisfaction, Loyalty.

INTRODUCTION
The success of the service industry operational activities lies in many factors, but one crucial key
that must be done by the service industry is to make buyers feel satisfied. To make buyers feel
satisfied, it can be done through a variety of approaches that relate to the desires of prospective
buyers. However, it needs to be realized that human behaviors are very diverse, so the precision
approach should consider differences in background.
Service offerings are different from goods because services are not tangible, so to be able to satisfy
buyers, different (specific) strategies are needed. So that the implementation of the strategy is right,
the marketing department needs to conduct periodic research  on the behavior of buyers and
competitors’ strategies.  This is necessary because  human behavior always changes according
to the development of education,  insight,  technology, culture, socio-economic class, and other
factors. Changes in strategy are sometimes needed to create customers as well as cultivate loyalty.
Loyal consumers are needed for the development of the company.
The characteristics of loyal customers are those who repurchase from the same company and notify
other potential customers through  ‘word of mouth’(Evans and  Richard,  1994).  Thus the loyal
customers will be a keyword of the banks’ success. Empirically, bank customer loyalty is influenced by
employee ethical behavior (salesperson), customer satisfaction and trust (Roman, 2003); customer
satisfaction  (  Moutinho and Smith,  2000). This indicates that banks have a significant positive
impact on loyalty. There are a lot of other variables which logically influences customer satisfaction,
among others, are;
Compliance,  quality of service,  word of mouth, positive, religiosity, image, trust and customer
value.  Of course, the taking of  independent  variables  on satisfaction is viewed  from the critical
side in the view of the researcher.
Variables that cause satisfaction   need to be known  by managers,  before continuing

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to  customer  loyalty, so that manager policies become appropriate.  In general, buyers are
satisfied first, then become loyal. Although not all customers are satisfied, they must be loyal; but
loyal customers are satisfied.  Customer loyalty is one of the themes of marketing research that
has become an essential concern for managers, because of the stiff competition, especially in the
service industry (Stevens, 2000).
To establish loyal customers, the cost is much cheaper than the cost of promotional activities. Loyal
customers tend to do  positive  Word of mouth  (WOM).  WOM is  generally more trusted by
prospective customers than  official  information  from the service industry. For example: through
advertising from the management of the bank. Positive WOM  can bring thousands of customers.
On the contrary, customer dissatisfaction can present a negative WOM that can eliminate
thousands of customers in a relatively short time.  Negative WOM is very difficult to control by
bank management. WOM can be equated with providing recommendations for prospective bank
customers in the bank selection. Loyal customers are not easily affected by tantalizing offers from
other banks. For this reason, management must be able to convince its customers or prospective
customers that the bank they manage  can provide the best quality.
Interesting to observe Islamic banking services industry, until now, the Muslim society is
considered ‘not yet fully convinced’ that interest is  ‘’riba’’(haram) or have not been convinced that
Islamic banks have applied the guidance of Islam correctly. This is evident from how the Muslim
community still chooses to be conventional bank customers or chooses to be a second customer,
which is the conventional banks and Islamic banks.
What causes Islamic bank customers to be dissatisfied or disloyal? of course Muslim communities
‘will not be customers of conventional banks.’ This is important, considering that Islamic banks are
an alternative way that Muslims hope to avoid the practice of usury in the form of saving
money(savings) or borrowing money (debt/financing). To get the answer, it is not an easy job,
because the bank will not provide the information transparently. The approach we can do is to get
information from customers about its perception against certain banks.
The formation of a bank will affect the bank’s operational activities. Islamic Bank first established in
Indonesia  by private institutions  in 1991  named  Bank Muammalat  (  Syafi’i Antonio, 2001) after
that many Islamic banks were established in the form of sharia commercial banks and sharia
business units, by conventional banks. Formed Islamic banks from conventional banks  tend
to follow the management style of the forming bank. Sometimes there is confusion in the application
of sharia. If this occurs, then there is no significant difference between the operations of the Bank
Syariah Conventional Banks.
The product offers bank services in the form of services (non-tangible) so that prospective buyers
must consider many factors before deciding on a choice.  To measure how likely the match is in
purchasing these services, an approach needs to be done through several things.  One of the
crucial factors  service  measurement  is an approach through service.  Why is that?  Based on
service, prospective buyers can predict the level of satisfaction. Of course, the basic service is not
enough to measure customer satisfaction. Almost all management banks are trying to provide the
best service. For this reason, an approach is needed through several variables as supporters, for
example; technological sophistication, the establishment of a positive image, the location of ATMs
in strategic places, compliance, customer value, trust, and religiosity.
Field marketing tends to look at the issue of customer behaviors. Perception is a conventional
method, because of its limited data, an assessment of the banks’ operational activities through
the insights of its customers. While customer’s perceptions are strongly influenced by their
respective backgrounds, including the workplace environment,  education, socio-economic class,
religious insight,  social environment, community,  culture, experience  or character / human
nature, regardless of all the problems of the Islamic bank, it is interesting to observe the various
factors that influence satisfaction leads to customer loyalty.
Many studies on customer satisfaction have been carried out. One source of the reference results
is Parasuraman. et.  al.  ,  which  uses variable  quality of service (service quality, servqual) which
are; Tangibles,  Reliability,  Responsiveness,  Assurance, and  Empathy  as satisfaction determinant
variables  (  1988  A).  The  next  researchers  use  servqual  (or part of  servqual  )  which is  combined
with other variables  according to their ideas.  The results of  this research are  still very  diverse,

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greatly influenced by  ‘who is the  population  ‘  and research location. Nevertheless, research of
development with the same topic must always be done, in order to keep track of changes in
behavior, or finding new variables so that they can be adopted in the same case. Giving the best
solution to the problems from the results of research is the right action to be still able to survive.

Customer dissatisfaction can be determined by management through several indications, among

others: The decrease in the number of customers (and customers’ savings book closing passive), or
the increase in complaints, criticisms, and suggestions. The bank’s management’s task is to try to
keep its customers from moving to other banks, by fixing their weaknesses.
It needs to be realized that Islamic banks have diverse characteristics, especially those related to the
origin of the customers being customers. The origin of a person who becomes a savings customer
of a Sharia Bank can be divided into :
1. On behalf of yourself (believing that Islamic banks are true star’s).
2. A recommendation from others (friends, relatives, etc.).
3. For the willingness of the place to work (because of the collaboration of the institution to pay
salaries through the bank). For this case, it can be said that the customers were ‘forced.’
4. Open a savings account as a consequence of using financial services/ forced.

The origin of being a customer affects the criticality of the level of satisfaction. Customers are
‘forced’ to have a more sensitive tendency to conduct an assessment of the bank’s operational
performance. On the other hand, the sensitivity of assessments to services, saving customers has
a different tendency to financing customers, as a result of the risks that must be received.

Literature Review
Many factors influence customer satisfaction and have been studied. Each research result is
interesting to observe, considering that each researcher determines the influence variables
differently, which are considered necessary from the eyes of the researcher. The following are
several studies  about bank customer satisfaction. This satisfaction problem  is  chosen with the
assumption that it opens the way to being loyal.
Achieving quality products and services has become an important concern
in the 1980s. This study offers several views and prepositions that relate directly to the buyer’s
perception of the quality of services. Prepositions and recommendations to stimulate researchers
about the quality of services offered ( Parasuraman, Zeithaml, and Berry, 1988 B).
At the beginning of this study, they use ten dimensions that exist in the buyer, which are;
That exists in the buyer, access,  communication, competence, courtesy, credibility, reliability,
responsiveness, security, tangibles, understanding / knowing the customers, to be able to compare
between expectations and performance associated with service quality. In comparison between
expectation and reality, of course, it could not escape the problem of gaps (gap).
Based on the results of the validity and reliability test, Parasuraman et al. Reduce five determinants,
so that the determinants that can be used as a measure of service quality are: (1) Tangibles, (2)
Reliability, (3) Responsiveness, (4) Assurance (a combination of seven previous determinants
communication, credibility, security, competence, courtesy, understanding and Access)  and  (5)
Empathy ( Parasuraman, Zeithaml and Berry , 1988 B ).
The next study was conducted using a five-dimensional service quality model to evaluate the effect
of customer satisfaction on Arab Bank customers in the city of Irbid. The results show that the
higher the quality of service, the higher customer satisfaction. The dimensions of service quality
play an important role in this model, namely:  tangibility, responsiveness, reliability, empathy,
and security. This research also shows that service quality is the right tool to measure customer
satisfaction in the banking sector in Arabian Banks. Therefore, practitioners of the banking sector
assume that this instrument is the primary tool for evaluating, supporting and improving service
quality (Al-Azzam, 2015).

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Othman and Owen  (2011) added one variable to Islamic banks for the variables proposed by
Parasuraman et. al . (1988b), namely Compliance (adherence), thus the acronym transformed into
CARTER  (Compliance,  Assurance, Responsiveness, Tangibles, empathy, reliability). Othman and
Owen focused on evaluating Service Quality (SQ) knowledge and practices by adopting new models
in the management of Islamic Banks. Customer research object Kuwait Finance House (KFH). The
study of Othman and Owen covers fields: it is necessary for Islamic banks to apply SQ; measure
instruments and take quality measurements for each dimension. Number of samples as many as
360 customers were spread in KFH
head office and 22 branch offices. The results of his research said that Islamic banks must be able
to place cultural differences when adopting SQ and suggest  new  models  measure SQ  using  (C)
ARTER. A strong relationship between SQ and customer satisfaction are in the implementation of
the Carter system (both input-output overall satisfaction).
Hashemi  and  Abbasi  (2014)  examined the impact of electronic service quality on customer
satisfaction at Mellat Bank in Khorramabad.  This research  uses independent variables:  service,
accessibility, safety and security and the dependent variable of customer satisfaction. The elite is
done for customers in all branches of the Bank, with a sample of 113 customers. The results showed
that service, safety, and security had a significant effect on customer satisfaction. While accessibility
does not affect customer satisfaction ( Hashemi and Abbasi, 2014) 
Hoq, Sultana, and Amin (2010) examined the effects of customer trust, satisfaction, and image on
customer loyalty in the Syariah Bank Malaysia sector. This research was conducted on conventional
banks that opened Islamic banks (Islamic Bank of Malaysia Berhad and Bank Muamalat Malaysia)
and non-Islamic banks, namely: Maybank and Commercial Banks, using Muslim and non-Muslim
respondents.   The results showed that there was no  significant  difference  between the Muslim
and non-Muslim customers to trust, satisfaction and loyalty image Islamic Bank and Commercial
Bank ( Hoq, Sultana, and Amin, 2010). Image banks will play a role in trust; trust will affect bank
loyalty; Customer satisfaction will have a direct impact on the image through value.
Satisfaction has a significant effect on customer loyalty. Similar research has also been carried out by
Ha in Hoq et al. (2010) Ha research shows that high levels of customer confidence sare possible to
turn customer satisfaction into customer loyalty. Meanwhile, Jabnoun and Khalifa in Hoq stated that
Islamic banking customers were not significantly affected by reliability and service image because
they were more concerned with the sincerity, trust and religious aspects of the service.
The purpose behind Ahmad, Rustam and Dent’s research (2011) is to comprehend  the
reason customers  choose Islamic banks. The population of this study was the IIUM
student of Kuala Lumpur  (population  of  15.000  students  from 28 countries).  The sampling
method uses  stratified random sampling, the number of samples  is 214 respondents,
the composition of men and women is almost balanced (50.9 %: 49.1%). The research method is
descriptive  -  qualitative.  Research  variables  include: location convenience  (ATM location, public
parking facilities, bank office location, bank parking facilities,  bank working hours, head office
location); financial benefits (low cost , ease of obtaining financing, foreign exchange differences,
credit card withdrawal fees); technology and physical facilities (24-hour ATM service, ATM distribution
in various locations, number of branch offices, convenience of bank rooms, bank appearance,
bank employee clothing)  and bank brands  (bank reputation, employee friendliness, confidence,
family recommendations, recommendations friend,  institution reference group)  .  Conclusion
of research results : bank selection factors, which are : in customer action ( score 3 , 78 ) ; bank
brand  (  score 3.76  )  ;recommendation  (  score 3.76  )  ;  technology and  physical facilities  (  score
3.74 ) ; convenience (score 3, 55 ) ; financial benefits  ( score 3.31 ) .
Lee and Moghavvemi (2015)  adopted the  Servqual  model  incomplete  because  only uses the
first four dimensions which are treated as  three dimensions.  These dimensions are  physical
appearance, empathy, reliability, and security.  Servqual  Model  consists of  five dimensions,;
responsiveness  variable is  not used. In the research, it is conducted that three additional
dimensions are needed o complete the three existing dimensions: Price, Convenience and Online
Banking. Dimension Service Quality will affect directly to Perceived Value; then Perceived Value and
employee competency affect customer satisfaction: customer satisfaction as well as  image (as
an intermediate variable) and customer confidence effect on  loyalty.  Then the  data is analyzed
using Structural Equation Modeling (SEM) to test the relationship of all variables. The results of

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the study show that the dimensions of physical appearance, empathy, security reliability and
online has a significant positive relationship with perceived value. The conclusion of the research
results shows that the quality of service, customer satisfaction, bank image, and trust are important
determinants of customer loyalty.
The research was conducted at several branch offices of Bank Mega Syariah  in
Jakarta, beginning in 2012. Variables studied the influence of satisfaction are;
compliance (compliance), assurance(assurance), reliability (rely on),  tangible (physical
appearance), empathy (empathy) and responsiveness ( response). The results of his research show
that the dimensions of service quality have a significant positive effect on customer satisfaction on
Islamic banks. ( Ambardi Juniawan, 2014 ).
Some of the above studies show that various variables influencing customer satisfaction of Islamic
banks have been studied, and service variables (quality) are considered capable of being used as
one of the critical assessments to determine the level of satisfaction of service buyers. Research on
this has been done on various populations from various countries (including Indonesia), models,
reviews from various sides, the results show that the majority of proposed hypotheses are proven.
However, there needs to be further investigated in order to obtain other key variables, as a variable
that causes the level of customer satisfaction and continues to loyalty.  The conclusion of research
results: knowing the level of buyer satisfaction is significant, in order to determine the business
strategy of the next period and the formation of loyalty.
The research objectives are formulated to find answers to the plot  which affects customer
loyalty.  The formulated model aims  to  provide a critical  understanding  of concepts and
measurement of  customers loyalty: elements of service quality, complaint handling, and
development.  While  customer satisfaction is antecedent and has consequences  significant
to  customer  loyalty, this study uses  respondents as many as  119 bank customers  Indonesian
People’s Semarang  Pattimura  Branch. Data analysis uses SEM,  Amos 16.0  program.  The
results showed: the quality of service and handling complaints had a positive impact on customer
satisfaction. Image development and customer satisfaction have a positive effect on loyalty ( Adi
Krismanto, 2009).
In the study of the factors influencing customer loyalty at Bank BRI Semarang Branch Pattimura,
researchers used a statistical model of service quality and complaint handling that had a positive
effect on satisfaction. While Citra has a direct effect on loyalty.  
From some of the results of the research, it  is interesting  to look more closely  at the  variable
religiosity which is one of the factors influencing the selection of Islamic banks. Jabnoun, Khalifa
and Hoq have  tried inserting variable and Jabnoun, Khalifa and Haq have tried to enter the
religiosity variable from the service, and the results are significant. However, it has not included
religiosity in the context of social piety. The relationship is as a consequence of its social piety to
measure the level of satisfaction in assessing the operational activities of Islamic banks. Glock and
Stark  in  Azam  et al.  (2011)  mentioned the dimensions of religiosity include:  Dimensions of
Experimental;  Intellectual; Consequential.  All port and Ross  (2005)  measured religiosity using
two constructs, which are intrinsic and extrinsic religiosity.  Whereas  Youssef, Abou-Aish, and
El-Bassioun  (2011)  research  on  Islamic Behavioural Religion Scale  (IBRS) in Cairo is a Muslim
religiosity scale that is associated with consumer behavior. The strength of his research involves
sharia experts, sociology, psychology, and marketing. Based on the opinions of the experts,
modifications were made to obtain three dimensions, namely: Islamic Doctrinal, Intrinsic Religiosity
and Extrinsic Religiosity. Youssef, Abou-Aish, and El-Bassioun stated that IBRS is very appropriate
to measure research on the attitudes and behavior of buyers of Islamic-based products such as
Islamic banks.

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A summary of the above research results is tabulated as follows:

Table 1: Summary of Previous research

Researcher Title Variable Results

Parasuraman, A Conceptual Model Tangibles, Reliability, All significant variables
Zeithaml and of Service Quality R e s p o n s i v e n e s s ,
Berry, 1988B and Its Implication for Assurance, Empathy
Future Research
Al-Azzam,Widyarini,JournalofIslamicEconomicsLariba(2018).vol.4,iss.
2015 The Impact of Service Quality of2,161Ͳ192 service is a Quality of service measuring
Quality Dimensions  on measure of customer tool customer satisfaction
Customer Satisfaction: satisfaction in the
A Field Study of Arabic banking sector at Arab
Banks in Irbid City, Banks
5HVHDUFKHU 7LWOH 9DULDEOH 5HVXOWV
Jordan
$EEDVL DQG VHFXULW\DQG VLJQLILFDQW VHFXULW\
Abdul Qawi Adopting and Measuring service Add a  Compliance
0HDVXULQJ HIIHFWRQVDWLVIDFWLRQ
Othman and Lynn Measuring Customer quality usingDFFHVVLELOLW\ CARTER variable for ARTER
&XVWRPHU
Owen, 2011 Service (SQ) Quality $FFHVVLELOLW\ QR HIIHFW
6HUYLFH
in Islamic Banks: This RQVDWLVIDFWLRQ
Case Study of Kuwait 64
4XDOLW\ LQ
Finance House
,VODPLF
Hashemi and Adopting and Service, safety, security Service, safety, significant
%DQNV
Abbasi, 2014 Measuring Customer and security effect on
Service (SQ) Quality 7KLV &DVH satisfaction.
in Islamic Banks: This accessibility 6WXG\ RI

Case Study of Kuwait .XZDLW Accessibility no effect on

Finance House )LQDQFH satisfaction
M o h a m m a d The Effect of Trust Image +RXVH banks will play Image  trust
Ziaul Haq, Nigar Customer 0RKDPPDG Loyalty a7KH role in trust;  trust
(IIHFW ,PDJH EDQNV ZLOO ,PDJHÆWUXVW
Sultana, and in Islamic Banking will affect bank Trust loyalty
=LDXO +DT RI 7UXVW SOD\ D UROH LQ
Muslim Amin, Sector loyalty;  Customer 7UXVWÆOR\DOW\
1LJDU &XVWRPHU WUXVWWUXVW Customer
ZLOO
2010 satisfaction will have
6XOWDQD DQG /R\DOW\ LQ DIIHFW EDQN &XVWRPHU
a direct impact on satisfaction  value
VDWLVIDFWLRQÆYDOXH
  0XVOLP ,VODPLF
the imageOR\DOW\&XVWRPHU
through (mediation)  image
$PLQ %DQNLQJ VDWLVIDFWLRQ ZLOO PHGLDWLRQÆLPDJH
value. Satisfaction has
 a6HFWRU
significantKDYH effect D onGLUHFW
Satisfaction loyalty
6DWLVIDFWLRQPHŒOR\DO
customer loyalty LPSDFW RQ WKH W\
LPDJH WKURXJK
Khalid Ahmad, Brand Preference in Customer interactions, bank selection factor:
Ghulam Ali and Islamic Banking bank  YDOXHbrands, customer interaction (score
Dent, 2011 r e c o m m e n6DWLVIDFWLRQ
d a t i o n s KDV
, 3.78);  bank brand (score
technology, and D physical 3 . 7 6 ) ; re c o m m e n d a t i o n
VLJQLILFDQW
  facilities, convenience,
HIIHFW (score
RQ 3.76);technology
financial benefits FXVWRPHUOR\DOW\and physical facilities (score
3.74);convenience (score 3,
.KDOLG %UDQG &XVWRPHU EDQN VHOHFWLRQ IDFWRU
55); financial benefits (score
$KPDG 3UHIHUHQFH LQWHUDFWLRQV FXVWRPHU LQWHUDFWLRQ
3.31)
*KXODP $OL LQ ,VODPLF EDQNEUDQGV VFRUH EDQN
Lee and The Dimension of Service quality, image, service  quality, customer
M o g h a v v e m i , Service Quality and satisfaction, bank image,
2015 Impact on Customer Customer satisfaction, and trust are important 175

Satisfaction, Trust, trust, loyalty determinants of customer

and Loyalty: A Case of loyalty
Malaysian Banks
A m b a r d i Islamic Service Quality of Islamic Service quality has a
Juniawan, 2014 Quality and Customer services, significant positive effect
Satisfaction at Sharia on customer satisfaction on
Commercial Banks in Customer satisfaction Islamic banks
Jakarta

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Researcher Title Variable Results

Adi Krismanto, Analysis of Factors Quality of service, Service quality and handling
2009 Affecting Customer handling complaints, complaints have a positive
Loyalty (Case Study impact on customer
at PT Bank Rakyat Customer satisfaction, satisfaction.  Image
Indonesia Semarang loyalty development and customer
Pattimura Branch) satisfaction have a positive
effect on loyalty

THEORETICAL BACKGROUND
Sharia Bank services (products) aim to help each other (benefit of the people), through the sale and
purchase of products or profit sharing. Islamic banks should be more attractive to Muslims because
they state their activities do not contain usury because usury is forbidden. Usury is forbidden from
the QS. Al-Baqarah, which means:

God destroyed usury and fertilized alms. Moreover, Allah does not like every person who remains in
disbelief, and always sins (QS. Al-Baqarah: 276)

Referring to the paragraph, the thing that needs to be known by the customer is that knowledge of
the operational activities of the Islamic bank is entirely free from usury or not. Operational activities
are said not to contain usury if they comply with sharia rules.  In conducting scientific research,
it is deemed necessary to ask several questions about  the bank’s operational activities.  This
questionnaire is essential to know that customers only believe in the ‘logo’ of sharia or that the
customer knows the kesyar’ian of the Islamic bank. Given the development of Islamic bank product
offerings is not necessarily syar’i  in the real sense. The customer trusts, without cross checking.
Religiosity or level of devotion in Islam is not only seen from the side ritual piety but must also
be seen from the side of social piety to achieve the piety of mutaqqin (devoted servants) or by
other terms, believers who are virtuous charity ( Musthofa Bisri, 2016). The ritual of worship relates
vertically, so it is
complicated to measure. On the other hand, if someone is asked about the implementation of the
ritual of worship, he tends to give answers normatively what should be done. This is reasonable
because everyone does not want to show weakness/oversight itself on its obligations. In carrying
out research, it is strongly recommended not to measure about ritual worship recklessly. The basis
used to measure religiosity is to use the assumption that ritual worship is proper. It is interesting to
examine the social piety associated with customers in making bank selections to save money. The
higher the level of piety someone is, he will be cautious in his actions. So that the level of piety
(religiosity) will affect its satisfaction in its position as a customer of Islamic banks.
They even tend to reject things that are ‘not by their religious understanding,’ of course, all of these
things are according to the perception of what is seen and associated with the interpretation of the
verses of the Qur’an and Hadith.
The religiosity of a customer can be measured  in several ways.  According to  Glock and Stark
in Bawono (2013), Religiosity measurements include five dimensions, namely: idiological (belief),
ritualistic (religious practice), experiential (experience), intellectual (religious knowledge),
consequential (practice).
Confidence  (trust)  is a reaction (assessment) that occurs in a person at the time to see or hear
‘something’ to do with him using his perception, assessed by the ability that is in each person. This
trust will be stronger, when people have their own experience, especially in using services. Services
are not tangible so that the assessment of each person is possible differently depending on their
background.  Trust in the purchase of services is very specific because the basis of reference
assessment is very diverse. Trust will be formed when seeing and hearing about fulfilling his wishes,
which will occur at the beginning of the determination of decision making and after becoming a

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customer by using his ‘glasses.’

Trustworthiness of prospective customers of the Syariah Bank can be formed because of positive
images that are known through WOM or advertisements from various print or electronic media.
Interest will turn into a decision when prospective customers get much information and need the
product. This condition occurs because services are not visible, so only specific signals can be used
as a means of assessment. With the passage of time and experience in several transactions after
becoming a bank customer, customers will know more about the conditions of the operations of
Islamic banks, more clearly. The impact is that the level of trust can increase or decrease according
to the perceptions it receives. Trust in various studies using various models, Leedan Moghavvemi
(2015), showing customer trust is a supporting factor for customer loyalty.
The research model can be done differently from the previous research because the fundamental
review from the critical side for researchers is possibly different. It becomes an interesting study,
if the position of trust is developed from applying many things: (1) positioned as the influence
variable of the buying decision, (2) as a supporting variable for buying decisions that affect
satisfaction. Trust 1 and trust 2 use different indicators, because trust (1) occurs because of listening
factors (information from word of mouth ), while trust (2) after making a purchase, so it already has
its own experience.
If it is described, the alternative is as follows:

Trust     decision to become a customer

The decision to become a customer     Trust    Satisfaction
The decision to become a customer     Trust     Satisfaction  Loyalty
Trust  Decision to become Customers  Trust   Satisfaction  Customer loyalty

From several studies on bank customer satisfaction, the majority of researchers did not sort out
savings customers with financing customers (borrowers of funds). Services for financing customers
are generally carried out by customer service, while tellers serve funding matters. This condition
indicates a different part of the service.
Who should be judged, of course, must be right, in order to obtain valid data? On the other hand,
the sensitivity of valuations from deposit customers with financing customers (borrowers of funds)
is very different in several respects. So it is feared that the result of data with inappropriate sources
will have an impact on the results of the study.
Services are not tangible, but they can be felt. The same service from the same bank officer, it
is possible to give different levels of satisfaction to different customers. This happens, because
each customer has different characteristics and backgrounds, so the level of feeling (perception) he
receives is possible differently.  Background  meant, among other things: the level of education,
insight, religiosity, socioeconomic class, the working environment or location of residence and
culture.  
The decision to become a Sharia Bank customer is sometimes based on customer’s perceptions of
the sharia ‘logo,’ so this ‘ke-syar’ian’ is one of the variables influencing decision making to become
a customer and customers are expected to feel satisfied. Choosing the Islamic bank is part of the
implementation of the rules of religion because it expects its income to be a blessing. The customer
feels that he has implemented Islamic law in order to save or fulfill his needs by taking financing
products. On the other hand, there are still many questions from the public regarding the sharia
compliance of the Islamic banks
Research on the influence of variable religiosity on the satisfaction of Sharia Bank customers needs
to be done, in order to find out ‘who is the profile’ of actual customers. Variations in the level of
one’s faith and social piety will provide an assessment of the operational activities of Islamic banks
differently.
Thus customer religiosity is possible to be one of the factors influencing satisfaction related to
Islamic bank operational activities.

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DATA ANALYSIS
Based on the results of several studies that have been carried out, it shows many variables
that influence customer satisfaction, namely: compliance, service quality, image, level of trust,
convenience of location, financial benefit, technological advancement, physical facilities, bank
name, online or take part of the quality of service, the results of which affect customer satisfaction
or customer loyalty.
Of course, each researcher tried to determine the variable using a statistical model according
to the importance of the researchers’ eyes. Many other variables can be applied, according to
technological developments, times and behavior changes. An interesting thing to look at is that
bank products are services, but in determining the model, the researchers have not started from
the influence variables of the decision to become customers. The measurement of buying decision
making is difficult to measure, considering that the field is more focused on psychology or the
creation of new statistical models. Making a new statistical model requires its expertise and accuracy
towards GAP that is likely to emerge. However, if possible research begins with decision making,
customer satisfaction can lead to loyalty. If this is done, the results of the study are expected to be
able to provide scientific contributions.
When customers decide on the choice of Islamic banks, they will see from many sides, including
information through word of mouth (WOM), colleagues or the environment, following the
development of Islamic banks or other factors that can add positive insight to certain Islamic
banks.
Hon et al. have entered the variable trust and satisfaction the results have a significant effect on
loyalty while Jabnoun in his research stated that trust influences customer satisfaction.
The trust will emerge even though only one of the many products that he knows can be felt
positive value. Trust in this sense, has nothing to do with religion, but more about what is seen (not
necessarily understood) for something that is known to be good, will shape a person’s perception
that all kinds of products offered are right too. They assume there is no need for proof, even though
the sample does not meet the requirements. Trust in Islamic banks will influence the decision to
become a customer and if you already understand the real conditions, then feel how much the
level of satisfaction. Trust can occur before the decision making or felt after making decisions. By
these reasons, the addition of the variable, trust ( trust  1 ) is recommended to be included in the
statistical model as a decision to become a customer or trust 2 as variable influencing customer
satisfaction.
The addition of two variables of religiosity and trust needs further research to develop the results
of previous studies.  If it is proven to influence the decision making of sharia bank customers, then
the influence variable of sharia bank customer decisions becomes CARTER (Compliance, Assurance,
Responsiveness, Tangibles, Empathy, Reliability and Trust 1).
The next stage is the decision to become customers,  trust  2  and customer religiosity (social
piety) affect satisfaction.  After  customers are satisfied, they are expected to be loyal  and form
a positive WOM.
The definition of religiosity is not always synonymous with religion  (Asmaun Sahlan, 2012).
Religion refers to the institution of devotional service to God in its official, juridical, regulatory
and legal aspects whereas religiosity sees more aspects that are “in the depths of the conscience”
personally. Furthermore, according to Muhaimin in Sahlan (2012), religiosity is more profound
than a seemingly formal religion.
Religiosity is more abstract, which in its attitude contains some commendable actions, including
honesty, fairness, ethics, discipline, and responsibility. An interesting question is: does religion
influence the country’s economic, political and social views or do these factors affect religiosity?
This question began to be an afterthought about obedience to Islam (by reference to the Qur’an
and Hadith) which would influence economic, political and social behavior. In other words, should
religion be seen as a dependent or independent variable? 
Religiosity according to Bawono (2013) is the manifestation of diversity in various aspects of human
life which consists of five dimensions, named: ideological;  Ritualistic;  Experiential;  Intellectual
and Consequential. Ideological measurements are how the level of Muslim belief in the truth of

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religious teachings, especially against fundamental and dogmatic teachings (Ancok and Nashori
Suroso, 2008).
Religiousness  can be viewed from several sides, depending on the purpose of
measurement, among others, religiosity in worship emphasizes vertical relations with Allah
SWT.  Religiosity  ‘amaliah  muamalat’ emphasizes more on attitude in order to apply their
understanding of worship, hereafter termed social piety. Factors of religiosity include ideological
(belief), ritualistic ( practice of religion); experience (experience); intellectual (religious knowledge)
and consequential (practice) . 
Ideology is the level of Muslim belief in the truth of religious teachings, especially against fundamental
and dogmatic teachings. Ritualistic refers to the degree of obedience of Muslims in doing ritual
activities as instructed and taught by their religion.  Experiential refers to  how far the influence
of Muslims in feeling and experiencing religious feelings and experiences. Intellectuality refers to
the level of knowledge and understanding of Muslims towards their religious teachings, especially
regarding the basic teachings of their religion (about the akhlaqul karimah), as contained in the
scriptures.
Consequential understanding will refer to how the level of behavior of a Muslim is motivated by
his religious teachings (about akhlaqul karimah), namely how individuals relate to their world,
especially with other humans.
Social piety emphasizes consequences because the assessment is carried out on the application
of Islamic bank operational activities from the customer’s point of view. On the other hand,
intellectuals must be used as a basis in the assessment of each. In other words, the indicator that
can be applied in the assessment of the success of Islamic banks is intellectual (religious knowledge)
and consequential (practice).
Trust according to Paul and Olson (2014) is the personal understanding of the buyer regarding the
information produced by the interpretation process. This process is very influential on behavior
(buying decisions). Of course, the trust will also be formed after becoming a customer of a Sharia
Bank. So that this trust can be reviewed from before deciding to become a customer, or after
becoming a customer, this has an impact on the level of satisfaction of the customer concerned.
Question indicators may have similarities for several items because it is proof of previous trust and
items about attitude for customer satisfaction assessment.
Zeithaml, Bitner, and Gremler (1996) define services: as deeds  (actions, procedures,
activities ), intangibles processes and performance. Whereas according to Adrian Pane (in Yazid)
is an economic activity that has many elements (values ​​or benefits), intangibles related to it, and
involves many interactions with consumers or ownership of goods, but does not result in ownership
transfers. Changes in the condition of services can occur, and the production of service can have
or have no connection with physical products (Yazid, 2008). On the other hand, Kotler and Keller
(2009) define services: every action or performance that can be offered by one party to another
whose essence is not tangible and does not produce any ownership. The production can or is not
related to physical products.
Islamic banks sell services because they are not tangible but the benefits can be felt. Characteristics
of the service according to Kotler and Keller (2009) is: Not intangibles ( intangibility  ), integral
( inseparability ), varied ( variability ) and can be destroyed ( perishability). Services are not tangible,
so buyers have difficulty measuring the quality of their services. To identify the quality of service, it
can be seen from the determination of five things, in the following order: a guarantee ( Assurance ),
reliability ( Reliability ), physical appearance ( Tangibles ), empathy ( Empathy) and responsiveness
( Responsiveness).
Assurance (guarantee), is the creation of an atmosphere that can foster a sense of security and
safety (risk-free), as well as various conditions that can eliminate a sense of doubt on the customer’s
thinking. Assurance consists of several components, including credibility, communication, security,
competence or courtesy was shown. Reliability ( Reliability  ) is the ability of firms in providing
services that have been promised with immediate, accurate and satisfactory. Reliability includes
two things, which is; work consistency ( performance ) and ability to be trusted. For example service
on schedule, security guarantees for money saved by customers.

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Tangible/physical appearance ( Tangibles ), is the ability of the company to show its existence to
external parties. For example building, waiting room, modern equipment, employee appearance.
Concern ( Empathy ) is giving the attention of the employees to the customers who are sincere
and be able to establish good relations between people in order to understand customer desires.
To create this, employees must have sufficient insight, and be able to put themselves in the face
of customers. Responsiveness is the actions of employees in providing services to customers,
including speed and accuracy under normal conditions and particular cases. Being professional in
doing service is a way to make customers satisfied.
Bank customers can be divided into two major groups, namely depositors and borrowing customers or
users of funds.  Viewed from the point of their reaction to the services provided will be very
different.  Fund depositors whether in the form of demand deposits, savings  deposits  or
time deposits will be associated with many parties within the bank; like CS or teller. If they feel
uncomfortable or don’t get the service available according to their wishes, they will move to another
bank. This condition shows that depositors will be very sensitive to the services of the bank. When
viewed more detailed, customer demand deposits, savings, and time deposits also have a different
character. Current accounts are usually aimed at facilitating business transactions, so their focus
of attention is transfer speed, ease of deposit and availability of adequate clearing facilities. Profit
sharing tends not to be noticed by current account customers. Saving clients more emphasis on
ease of taking the money in cash, therefore attention is focused on the quality and availability of
service teller ATM.
Savings customers sometimes save their funds in a relatively long time, so that the results of the
funds provided by the customer begin to be noticed. Deposit customers are generally said to be
unemployed fund owners, so their attention is a security factor and for the results promised by
the bank. As for borrowing customers, the situation is different. Customers who borrow funds are
people or institutions that need funds to realize their desires. If they get ‘bad treatment,’ they will
remain patient, because they withdraw applications and move to other banks in fear that they will
get difficulties or delay the acquisition of funds. This difficulty arises. Requirements for each bank
are very likely not the same. So if the customer wants to move to another bank, then they must
prepare a ‘new’ file that is very troublesome. This situation encourages customers to ‘accept what
they are’ for the services provided by the bank.
Research on customers must be clear, and outline groupings can be divided into two, named as
deposit customers with financing customers. The main reason is sensitivity to money security.
Savings customers will be more careful in their attitude because they invest the money in the bank.
Financing customers are less sensitive because they ‘need’ the money, so the faster their needs are
met, the better . Financing customers feel there is no risk of loss if the bank turns out later to have
a problem. By this fact, the behavior of loggers and financing is very different.
Measurement behavior in the marketing field uses customer perceptions because these perceptions
are determinants of decision making that will lead to satisfaction and or loyalty. Customer
perceptions vary, so the valuation is based on the dominance of customer answers.

CONCLUSION
In research on bank customer satisfaction, there needs to be segregation of savings and financing
customers, because the sensitivity of valuation is different. In research on saving customers, it is
necessary to sort out ‘voluntary’ savings customers with ‘forced’ savers, because ‘forced’ savers are
usually more critical. Service seller banks, it is necessary to sort, cause variables to become bank
customers, satisfaction variables and loyalty variables. Need to add independent variables of trust
( Trust 1 ) for decision making to become customers. Trust 2 is an intermediate variable as a cause of
satisfaction together with religiosity (social piety).

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