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

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.