Shariah Compliance and Customer Relationship Marketing as Predictors of Customer Loyalty in Islamic Banking Through the Moderating Role of Customer Satisfaction
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This study examines the simultaneous influence of Shariah compliance and customer relationship marketing on customer loyalty in Islamic banking, with customer satisfaction serving as a moderating variable. Drawing on commitment-trust theory and the expectation disconfirmation framework, this study advances a theoretically integrated model in which Shariah compliance operationalizes trust-building and customer relationship marketing operationalizes commitment-enhancement, with customer satisfaction functioning as a boundary condition that governs the conversion of these mechanisms into durable loyalty. The research population comprised customers of Bank Syariah Indonesia (BSI) in Yogyakarta. A quantitative research design was adopted, and data were gathered through structured questionnaires administered to 100 respondents selected via purposive sampling. Data analysis was conducted using Partial Least Squares Structural Equation Modeling (PLS-SEM) through SmartPLS Version 4. Supplementary robustness checks encompassing Gaussian copula endogeneity tests, nonlinearity assessments via Ramsey's RESET procedure, and FIMIX-PLS heterogeneity segmentation were employed to ensure the stability and credibility of all parameter estimates. The findings demonstrate that Shariah compliance exerts a significant positive influence on customer loyalty, customer relationship marketing positively and significantly affects customer loyalty, and customer satisfaction maintains a significant positive association with customer loyalty. However, customer satisfaction was found incapable of moderating the relationship between Shariah compliance and customer loyalty, whereas customer satisfaction significantly weakened the association between customer relationship marketing and customer loyalty. Notably, the negative moderating effect of customer satisfaction on the CRM-loyalty relationship constitutes a novel empirical contribution that extends the diminishing marginal returns logic to Islamic banking loyalty research. The findings provide actionable guidance for practitioners seeking to calibrate relational marketing investments according to the satisfaction profiles of target customer segments.
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