You want my loyalty? Treat me fairly! A study of Islamic banking customers in South Africa

IF 3.1 Q2 BUSINESS Journal of Islamic Marketing Pub Date : 2024-09-17 DOI:10.1108/jima-06-2023-0178
Mornay Roberts-Lombard, Daniël Johannes Petzer
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引用次数: 0

Abstract

Purpose

The purpose of this study is to investigate possible drivers of loyalty amongst Islamic banking customers in Gauteng, South Africa. We ponder the relationships of service fairness (a secondorder reflective construct) with perceived value, satisfaction, and loyalty.

Design/methodology/approach

Data were obtained from Islamic banking customers in South Africa using interview-administered questionnaires. A total of 350 responses were perceived as being suitable for data analysis. The measurement and structural models were measured through structural equation modelling.

Findings

Service fairness and perceived value were found to be important drivers of loyalty within this context.

Research limitations/implications

This study demonstrates that service fairness and perceived value are precursors to the future loyalty intentions of Islamic banking customers. As such, they should be nurtured as key elements of the relationship building process.

Practical implications

The study guides South African Islamic banks and South African banks with Islamic windows to better understand how service fairness (interactional, procedural and distributive) fosters satisfaction, perceived value and loyalty (attitudinal and behavioural).

Originality/value

Enhancing comprehension of the relationship between service fairness and customer loyalty, with satisfaction and perceived value playing intermediary roles, represents an unexplored avenue in academic research within the context of Islamic banking in an emerging African market.

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你想得到我的忠诚?公平待我!南非伊斯兰银行客户研究
本研究旨在调查南非豪登省伊斯兰银行客户忠诚度的可能驱动因素。我们思考了服务公平性(二阶反思性建构)与感知价值、满意度和忠诚度之间的关系。共有 350 份答复被认为适合用于数据分析。研究限制/影响本研究表明,服务公平性和感知价值是伊斯兰银行客户未来忠诚意向的先决条件。该研究指导南非伊斯兰银行和设有伊斯兰窗口的南非银行更好地了解服务公平性(互动性、程序性和分配性)如何促进满意度、感知价值和忠诚度(态度和行为)。原创性/价值加强对服务公平性和客户忠诚度之间关系的理解,满意度和感知价值发挥中介作用,是非洲新兴市场伊斯兰银行业务背景下学术研究中一个尚未探索的途径。
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来源期刊
CiteScore
8.40
自引率
28.10%
发文量
80
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.
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