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THE EFFECT OF SERVICE AND PRODUCT QUALITY ON CUSTOMER SATISFACTION THROUGH CUSTOMER AWARENESS OF ISLAMIC BANKS IN WEST SUMATERA, INDONESIA
Corresponding Author(s) : Yulfis Wandi
Humanities & Social Sciences Reviews,
Vol. 8 No. 1 (2020): January
Abstract
Purpose of the study: This study is to examine the effect of service quality and product quality of Islamic banks on customer satisfaction through customer awareness as a variable intervening in Islamic Banking in West Sumatera.
Methodology: In this study, a model with five parameters with 20 questions was used, so the minimum number of respondents for this study sample was 100 respondents. The data used study are primary data collected using survey methods through the distribution of questionnaires directly to respondents. Data analysis used with path analysis.
Main Findings: The results showed that the indirect effects of service quality and quality of Islamic bank products on customer satisfaction through awareness had a positive and significant relationship. They also revealed that consumers are aware of Islamic banking products and services. The reason they chose Islamic banks was because of profitability and religious principles. As a result of this finding, it can help the Islamic banking industry in its efforts to formulate promotional policies that are suitable for attracting more banking customers.
Research limitations/implications: The results of this study are expected to encourage and motivate the management of Islamic banks in West Sumatra to further improve product quality and service quality to the wider community so that it will further increase public awareness and understanding of Islamic banks.
Novelty/Originality of this study: Islamic banking management needs to know how to look after their customers, even though they appear to be satisfied, but the level of competition in the financial services industry is greater than before, so as a menu of banking services companies must increasingly improve their services in proportion to the needs of customers.
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- Abou-Youssef, M. M. H., Kortam, W., Abou-Aish, E., & El-Bassiouny, N. (2015). Effects of religiosity on consumer attitudes toward Islamic banking in Egypt. Marketing Intelligence and Planning. DOI: https://doi.org/10.1108/IJBM-02-2015-0024
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- Armstrong, Kotler (2015), Marketing an Introducing. Prentice-Hall twelfth Edition, England: Pearson Education, Inc.
- Badara, M. S., Kamariah Nik Mat, N., Muhd Mujtaba, A., Nayef Al-Refai, A., Musa Badara, A., & Abubakar, F. M. (2013). Direct Effect of Service Quality Dimensions on Customer Satisfaction and Customer Loyalty in the Nigerian Islamic Bank. Management.
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- Bawono, A., & Oktaviani, M. F. R. (2016). Analisis Pemahaman, Produk, dan Tingkat Religiusitas terhadap Keputusan Mahasiswa IAIN Menjadi Nasabah Bank Syariah Cabang Salatiga. Muqtasid: Jurnal Ekonomi dan Perbankan Syariah. https://doi.org/10.18326/muqtasid.v7i1.29-53 DOI: https://doi.org/10.18326/muqtasid.v7i1.29-53
- BI. (2012). Outlook Perbankan Syariah 2013. Seminar Akhir Tahun Perbankan Syariah 2013.
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- Hair J.F. et.al (1995), “Multivariate Data Analysis With Reading", Fourth Edition, Prentice-Hall. New Jersey.
- Hamza, H., & Kachtouli, S. (2014). Competitive Conditions and Market Power of Islamic and Conventional Commercial Banks. Journal of Islamic Accounting and Business Research. https://doi.org/10.1108/JIABR-05-2012-0030 DOI: https://doi.org/10.1108/JIABR-05-2012-0030
- Khattak, N. A., & Rehman, K.-U. (2015). Customer Satisfaction and Awareness of Islamic Banking System in Pakistan. African Journal of Business Management. Vol. 4(5), pp. 662-671.
- Kotler, Keller, (2012). Marketing Management, 14th, Person Education.
- Ltifi, M., Hikkerova, L., Aliouat, B., & Gharbi, J. (2016). The Determinants of the Choice of Islamic Banks in Tunisia. International Journal of Bank Marketing. https://doi.org/10.1108/IJBM-11-2014-0170 DOI: https://doi.org/10.1108/IJBM-11-2014-0170
- Lupiyoadi,R. (2013). ManajemenPemasaranJasa.Jakarta :SalembaEmpat.
- McCarthy, Jerome, E.; Perreault, William D, (2003). Dasar-dasarPemasaran, Edisikelima, alihBahasa :AgusDarma. Jakarta :Erlangga.
- Naser, K., Salem, A. Al, & Nuseibeh, R. (2013). Customers' Awareness and Satisfaction of Islamic Banking Products and Services: Evidence from the Kuwait Finance House. International Journal of Marketing Studies. https://doi.org/10.5539/ijms.v5n6p185 DOI: https://doi.org/10.5539/ijms.v5n6p185
- Osman, ’Ismah, Ali, H., Zainuddin, A., Rashid, W. E. W., & Jusoff, K. (2014). Customers Satisfaction in Malaysian Islamic Banking. International Journal of Economics and Finance. https://doi.org/10.5539/ijef.v1n1p197
- Rohendi, A. (2014). Pengaruh Kualitas Pelayanan Bank Syariah Terhadap Nilai, Kepuasan Serta Loyalitas Nasabah di Kota Bandung. Jurnal Ecodemica: Jurnal Ekonomi, Manajemen, dan Bisnis.
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- Sugianto, A. (2008). Fatwa MUI Tentang Bunga Bank (Studi terhadap Pangangan Masyarakat Mlangi). UIN Sunan Kalijaga Yogyakarta.
- Tjiptono, Fandy. (2014), PemasaranJasa – Prinsip, Penerapan, danPenelitian, Andi Offset, Yogyakarta.
- Yulianti, R. T. (2016). Pola Ijtihad Fatwa Dewan Syari’ah Nasional MUI Tentang Produk Perbankan Syari’ah. La_Riba. https://doi.org/10.20885/lariba.vol1.iss1.art5
References
Abou-Youssef, M. M. H., Kortam, W., Abou-Aish, E., & El-Bassiouny, N. (2015). Effects of religiosity on consumer attitudes toward Islamic banking in Egypt. Marketing Intelligence and Planning. DOI: https://doi.org/10.1108/IJBM-02-2015-0024
Ahmed, H. (2016). Islamic Banking and Shari’ah Compliance : A Product Development Perspective. Journal of Islamic Finance.
Armstrong, Kotler (2015), Marketing an Introducing. Prentice-Hall twelfth Edition, England: Pearson Education, Inc.
Badara, M. S., Kamariah Nik Mat, N., Muhd Mujtaba, A., Nayef Al-Refai, A., Musa Badara, A., & Abubakar, F. M. (2013). Direct Effect of Service Quality Dimensions on Customer Satisfaction and Customer Loyalty in the Nigerian Islamic Bank. Management.
Bagus A. Daniel, Joy E Tulung, J. B. M. (2016). Eksplorasi Aspek Analisis Kredit Syariah. Jurnal Emba. Vol 4, No 4.DOI: https://doi.org/10.35794/emba.v4i4.15288
Baron, R. M., and Kenny, D. A. (1986). The Moderator-Mediator Variable Distinction in Social Psychological Research: Conceptual, Strategic, and Statistical Considerations. Journal of Personality and Social Psychology, 51(6), 1173-1182. https://doi.org/10.1037//0022-3514.51.6.1173 DOI: https://doi.org/10.1037/0022-3514.51.6.1173
Bashir, Sharif. M. (2013). Analysis of Customer Satisfaction with the Islamic Banking Sector : Case of Brunei Darussalam. Asian Journal of Business and Management Sciences.
Bawono, A., & Oktaviani, M. F. R. (2016). Analisis Pemahaman, Produk, dan Tingkat Religiusitas terhadap Keputusan Mahasiswa IAIN Menjadi Nasabah Bank Syariah Cabang Salatiga. Muqtasid: Jurnal Ekonomi dan Perbankan Syariah. https://doi.org/10.18326/muqtasid.v7i1.29-53 DOI: https://doi.org/10.18326/muqtasid.v7i1.29-53
BI. (2012). Outlook Perbankan Syariah 2013. Seminar Akhir Tahun Perbankan Syariah 2013.
Buchory, HerryAchmaddanDajslim Saladin. (2010). ManajemenPemasaran, Linda Karya, Bandung.
Cohn, A., Fehr, E., & Marechal, M. A. (2014). Business Culture and Dishonesty in the Banking Industry. Nature. https://doi.org/10.1038/nature13977 DOI: https://doi.org/10.1038/nature13977
EY. (2016). World Islamic Banking Competitiveness Report 2016. EY.
Ghozali, Imam. (2001). AplikasiAnalisis Multivariate Dengan Program SPSS. Semarang: BadanPenelitiUniversitasDiponegoro.
Hair J.F. et.al (1995), “Multivariate Data Analysis With Reading", Fourth Edition, Prentice-Hall. New Jersey.
Hamza, H., & Kachtouli, S. (2014). Competitive Conditions and Market Power of Islamic and Conventional Commercial Banks. Journal of Islamic Accounting and Business Research. https://doi.org/10.1108/JIABR-05-2012-0030 DOI: https://doi.org/10.1108/JIABR-05-2012-0030
Khattak, N. A., & Rehman, K.-U. (2015). Customer Satisfaction and Awareness of Islamic Banking System in Pakistan. African Journal of Business Management. Vol. 4(5), pp. 662-671.
Kotler, Keller, (2012). Marketing Management, 14th, Person Education.
Ltifi, M., Hikkerova, L., Aliouat, B., & Gharbi, J. (2016). The Determinants of the Choice of Islamic Banks in Tunisia. International Journal of Bank Marketing. https://doi.org/10.1108/IJBM-11-2014-0170 DOI: https://doi.org/10.1108/IJBM-11-2014-0170
Lupiyoadi,R. (2013). ManajemenPemasaranJasa.Jakarta :SalembaEmpat.
McCarthy, Jerome, E.; Perreault, William D, (2003). Dasar-dasarPemasaran, Edisikelima, alihBahasa :AgusDarma. Jakarta :Erlangga.
Naser, K., Salem, A. Al, & Nuseibeh, R. (2013). Customers' Awareness and Satisfaction of Islamic Banking Products and Services: Evidence from the Kuwait Finance House. International Journal of Marketing Studies. https://doi.org/10.5539/ijms.v5n6p185 DOI: https://doi.org/10.5539/ijms.v5n6p185
Osman, ’Ismah, Ali, H., Zainuddin, A., Rashid, W. E. W., & Jusoff, K. (2014). Customers Satisfaction in Malaysian Islamic Banking. International Journal of Economics and Finance. https://doi.org/10.5539/ijef.v1n1p197
Rohendi, A. (2014). Pengaruh Kualitas Pelayanan Bank Syariah Terhadap Nilai, Kepuasan Serta Loyalitas Nasabah di Kota Bandung. Jurnal Ecodemica: Jurnal Ekonomi, Manajemen, dan Bisnis.
Rusydiana, A. S. (2016). Analisis Problem Pengembangan Perbankan Syariah Di Indonesia: Aplikasi Metode Analytic Network Process. Esensi, 6(2). https://doi.org/10.15408/ess.v6i2.3573 DOI: https://doi.org/10.15408/ess.v6i2.3573
Souiden, N., & Rani, M. (2015). Consumer Attitudes and Purchase Intentions toward Islamic Banks: The influence of Religiosity. International Journal of Bank Marketing. https://doi.org/10.1108/IJBM-10-2013-0115 DOI: https://doi.org/10.1108/IJBM-10-2013-0115
Sugianto, A. (2008). Fatwa MUI Tentang Bunga Bank (Studi terhadap Pangangan Masyarakat Mlangi). UIN Sunan Kalijaga Yogyakarta.
Tjiptono, Fandy. (2014), PemasaranJasa – Prinsip, Penerapan, danPenelitian, Andi Offset, Yogyakarta.
Yulianti, R. T. (2016). Pola Ijtihad Fatwa Dewan Syari’ah Nasional MUI Tentang Produk Perbankan Syari’ah. La_Riba. https://doi.org/10.20885/lariba.vol1.iss1.art5