The Influence of Sharia Banks’ Corporate Image and Sharia Service Standardization on the Intention to Recommend to Others: The Mediating Role of Customer Satisfaction

Abstract

Grounded in marketing theory, the current study aims to investigate the role of corporate image and service standardization on the intention to recommend to others, as well as the role of customer satisfaction as a mediator. Following a quantitative research design, the cross-sectional field survey was conducted on a sample of 200 customers of Islamic banks in Indonesia. The data were analyzed through SmartPLS and SPSS to test the proposed hypotheses, and the results revealed a positive significant impact of Sharia banking image and Sharia service standardization on people’s intention to recommend the service to others. Similarly, customer satisfaction also revealed a positive impact on the intention to make recommendations. Additionally, the mediation of customer satisfaction rendered significant support from study results as proposed in the theoretical model. The study is incremental in Islamic banking literature for integrating and testing a unique theoretical framework in an Indonesian context. Several theoretical and policy implications as well as future research directions are suggested.

Marketing Tactics and Corporate Image: The Key to Maintaining Loyalty

“…Narteh and Braimah (2020) emphasized the importance of a strong corporate reputation for business organizations. The company image itself is an important variable in customer satisfaction (Warsito et al, 2022). There was a positive relationship between reputation and corporate loyalty and the mediating effect of relational satisfaction and trust (Damberg et al, 2022).…”

“…Company image is the backbone for expanding profits, surviving competition, winning new clients (Putro & Rachmat, 2019), and insight into buyers (Younis & Hammad, 2021). Banking image is a factor that the Sharia banking industry needs to pay attention to (Warsito et al, 2022). It becomes a model for customers in determining their attitudes.…”

The Role of Worship Values in Enhancing the Efficiency of Islamic Commercial Banks: A Data Envelopment Analysis (DEA) Approach

“…This underscores the critical role banks play in meeting the financial needs of both local and international transactions, as well as investment activities. However, despite the growing importance of banking services, Islamic banks face marketing challenges compared to their conventional counterparts, with consumers showing varying degrees of loyalty towards traditional banking services (Warsito et al, 2022;Nugraha et al, 2022).…”

Assessing the evolution of banking reputation literature: a bibliometric analysis

“…see Haryanto and Budiman, 2015; Soliha et al ., 2019; Rishi et al ., 2022) and Islamic banks (e.g. see Riyadi, 2021; Sudarsono et al ., 2021; Warsito et al ., 2022) and compared the image of Islamic and conventional banks (e.g. see Al-Tamimi et al ., 2009; Butt et al ., 2022).…”

“…see Abd-El-Salam et al ., 2013) by considering it a significant predictor of customers’ behavioral intentions (Ryu et al ., 2012) or explained it by focusing specifically on financial institutions (such as bank image) (e.g. see Bravo et al ., 2009; Hamid et al ., 2020; Warsito et al ., 2022).…”