The Effect of Corporate Communication and Service Quality On Customer Loyalty and Satisfaction in Sharia Banking
The Effect of Corporate Communication and Service Quality On Customer Loyalty and Satisfaction in Sharia Banking
The Effect of Corporate Communication and Service Quality On Customer Loyalty and Satisfaction in Sharia Banking
Journal of Asian Finance, Economics and Business Vol 8 No 3 (2021) 1267–1274 1267
Received: September 30, 2020 Revised: January 30, 2021 Accepted: February 16, 2021
Abstract
This study aims to analyze the effect of corporate communication and service quality on loyalty mediating satisfaction. The population of
this study is 384 Islamic bank customers in North Sumatra. This research is quantitative research using the survey method. The number
of research samples was 384 customers. Characteristics of this research sample were (1) Savings customers who actively carried out
transactions in Islamic banks (2) Savings customers who had used bank services for at least 1 year (3) Savings customers who used
services directly and individually. The data analysis technique used in this study was the Partial Least Squares-Structural Equation Model
(SEM-PLS) analysis technique, using Warp-PLS 3.0 software. This study investigates the largest Islamic banks in North Sumatra, namely
Bank Syariah Mandiri, Bank BNI Syariah, and Bank BRI Syariah. The results show that company communication has a positive and
significant effect on satisfaction, service quality has a positive and significant effect on satisfaction, company communication has a positive
and significant effect on loyalty, service quality has a positive and significant effect on loyalty, satisfaction has a positive and significant
effect on loyalty. There is also a significant effect of satisfaction on the relationship between company communication and loyalty, and the
relationship between service quality and loyalty. This study contributes to Islamic banking to increase customer loyalty.
Economics and Business, Universitas Sumatera Utara, Indonesia facing an uphill task of reorienting itself with changing
[Postal Address: Jalan Dr. T. Mansur No. 9, Padang Bulan, Medan technology and varying customer demand. (Panda, 2003).
Baru, Medan, Sumatera Utara 20222, Indonesia] The deciding factors for good customer service are customer
Email: [email protected] satisfaction and loyalty. Service quality is the most important
Lecturer, Faculty of Economics and Business, Universitas Sumatera
2
Utara, Indonesia. element that customers consider to select their bankers and
Lecturer, Faculty of Economics and Business, Universitas Sumatera
3
establish a long-term relationship with them (Lymperopoulos
Utara, Indonesia. et al., 2006).
Lecturer, Faculty of Economics and Business, Universitas Sumatera
4
(Dusuki & Abdullah, 2007). Quality of service, customer customers (Leninkumar, 2017; Hindasah & Nuryakin, 2020).
satisfaction, and loyalty are effective elements to keep the Lam et al. (2004) defined customer loyalty as repeatedly
company away from the competition and ahead of competitors patronizing the service provider and recommending the
(Zeithaml et al., 1996). Based on this, maintaining the level service provider to other customers. In recent years,
of service quality desired by consumers is very important for customer loyalty to bank services has become a focal point
companies to have an advantage over competitors (Brown for marketers and researchers. This is so because the ability
& Bitner, 2006). Customers will switch to other products of the banks to attract customers and retain them on a long-
if other banks are able to offer more benefits (Harrison, term basis is strongly related to their profitability (Keisidou
2000). Therefore, Islamic banks must be able to survive by et al., 2013). Therefore, banks need to put in place customer
improving company communication, service quality, and loyalty programs. Following the extant literature, Ganiyu
customer satisfaction. Research related to service quality et al. (2012) highlighted that customers display loyalty by
and customer satisfaction has been previously studied (Tam, re-buying products despite attractive competitive alternatives
2004). However, customer loyalty in the service sector has that might propel them to try out competing products; commit
been difficult to understand and must be further investigated a substantial amount of money to the firm’s product line and
to better understand its relationship with customer satisfaction service; endorse and promote the firm’s goods or services
and service quality (Hutchinson et al., 2009). The company to other customers, and offer the firm truthful feedback as
considers service quality as an important tool to maintain regards the performance of their products/services. Such
the company’s competitiveness in the market by offering displays of loyalty to a retail bank are demonstrations
superior products (Murugiah & Akgam, 2015; Baber, 2019). of trust in the organizational values of a bank known for
In other words, customers can be attracted by the high- quality service delivery that satisfies the banking needs of
quality services offered by banks; therefore, banks must customers, who are therefore encouraged to repeat purchase.
have various ways to be competitive in the market (Angur Loyalty is a very important concept in marketing. Loyal
et al., 1999). Satisfaction has a positive and significant effect consumers are crucial for companies to stay afloat. A bank
on customer loyalty; if customers are satisfied, they tend to is said to be successful if it can provide the best results
be more loyal (Soliha et al., 2019). for its customers. The closer the relationship between the
Customer satisfaction and loyalty are not company goals, bank and its customers, it means that the bank has been able
but they have direct economic value, such as high income to deliver performance that is expected from its customers
and market share (Anderson & Sullivan, 1993). Service and vice versa. Satisfaction can create customer loyalty.
providers usually seek loyal customers, because they are an Customer satisfaction is an evaluation of the performance
important source of competitive advantage (Woodruff, 1997) of a product or service. Customers are satisfied if the bank is
and ultimately a way to achieve profitability (Anderson et al., able to provide service performance that exceeds customer
1994) Yet, other studies suggest that customer satisfaction expectations. If the performance offered is the same as the
does not guarantee loyalty to the banking sector (Beckett expected performance or can even exceed the expected
et al., 2000). Banks have an important role in economic performance, the customer will be satisfied. Customer
and financial growth in North Sumatra. North Sumatra’s satisfaction will be felt after the customer uses the services
economic growth is strongly influenced by an effective offered; satisfied customers tend to be more loyal. One
banking system. This study investigates the largest Islamic of the factors to determine loyal and satisfied customers
banks in North Sumatra, namely Bank Syariah Mandiri, is corporate communication. Good communication
Bank BNI Syariah, and Bank BRI Syariah. This study to customers without interference will result in good
aims to find out the mediation effect of satisfaction on the reception. In this case, the communication in question is
relationship between company communication and loyalty, the communication between the bank and its customers.
and between service quality and loyalty. No previous studies Banks should be able to establish good communication so
have examined such a relationship model. Therefore, this that there are no misunderstandings with their customers.
research is potentially important for further research. Proper company communication will create satisfied and
loyal customers. Furthermore, service quality is an approach
2. Literature Review to managing business processes to ensure satisfaction from
customers which will help to improve the competitiveness
2.1. Customer Loyalty and effectiveness of the banking industry. Service quality is
very important especially for the growth and development
The banking sector has exhibited tight competition of business in the service sector. If the quality of service is
across the globe and to ensure competitiveness in the considered by the company, it will create customer loyalty
industry, banks are now paying attention to the retention of through satisfaction.
Adelina LUBIS, Ritha DALIMUNTHE, Yeni ABSAH, Beby Karina FAWZEEA /
Journal of Asian Finance, Economics and Business Vol 8 No 3 (2021) 1267–1274 1269
Corporate Communication
(CC)
Customer’s Satisfaction Customer’s Loyalty (LY)
(ST)
H2: Service quality (SQ) has a positive and significant It is known that the outer loading value of each indicator
effect on customer satisfaction (ST). on the corporate communication variables, service quality,
H3: Corporate communication (CC) has a positive and satisfaction, and loyalty are all > 0.50 and the p-value is
significant effect on customer loyalty (LY). significant because it is < 0.05. This means that the indicators
H4: Service quality (SQ) has a positive and significant used in this study have shown convergent validity. Reliability
effect on customer loyalty (LY). testing is measured using composite reliability and Cronbach
H5: Satisfaction (ST) has a positive and significant effect alpha. The general rule of thumb is that a Cronbach’s alpha
on customer loyalty (LY). of 0.70 and above is good (Hair et al., 2011) (Table 2).
H6: Satisfaction (ST) mediates corporate communication The value of composite reliability and Cronbach’s alpha
and loyalty. for each research construct is > 0.70. This shows that all
H7: Satisfaction (ST) mediates service quality and constructs meet the criteria of composite reliability or can
loyalty. be trusted. Independent Q-squared for the path coefficient,
that is, the effect of corporate communication and service
3. Research Method quality on satisfaction is 0.573 or 57.30%, greater than the
effect of corporate communication, service quality, and
This research is quantitative research using the survey satisfaction on loyalty of 0.544 or 54.40%. Based on these
method. This study investigates the largest Islamic banks in results, the overall value meets the test criteria, so there is a
North Sumatra, namely Bank Syariah Mandiri, Bank BNI strong reason for further analysis. Then the validity test is
Syariah, and Bank BRI Syariah. The number of research based on the average variance extracted (AVE) value. The
samples was 384 customers. The sampling method used recommended AVE value is above 0.5 (Sholihin & Ratmono,
was the purposive sampling method, which is the sample 2013). It is known that all AVE values > 0.5, which means
criteria that the researchers based on the research objectives. they have met the validity requirements based on AVE. The
Characteristics of this research sample were (1) Savings result for the path coefficient and the significance test for
customers who actively carried out transactions in Islamic direct and indirect effects is shown in Figure 2.
banks (2) Savings customers who had used bank services The probability values of APC and ARS are significant,
for at least 1 year (3) Savings customers who used services that is P < 0.001 which means < 0.05, and AVIF value =
directly and individually (non-collectively). The data 2.326 less than 5. This means that the proposed model is
analysis technique used in this study was the Partial Least fit (Sholihin & Ratmono, 2013). Next analyses showed the
Squares-Structural Equation Model (SEM-PLS) analysis path coefficients and the value of the significance of direct
technique, using Warp-PLS 3.0 software. effects.
The path coefficient of CC to ST is 0.399, which is
4. Results positive, with a p-value < 0.001, which means <0.05
(significance level), so CC has a positive and significant
The first evaluation of the outer model is convergent effect on ST. The path coefficient of SQ to ST is 0.430
validity. Convergent validity states that tests having the same which is positive, with a p-value < 0.001 which means <0.05
or similar constructs should be highly correlated. To measure (significance level), then SQ has a positive and significant
convergent validity, combined loading, and cross-loading effect on ST.
were used. An indicator is said to meet convergent validity The path coefficient of CC to LY is 0.219, which
if it has a value of > 0.4–0.7 and a p-value is significant at is positive, with a p-value <0.001, which means <0.05
<0.05 then the indicator is declared valid (Hair et al., 2011). (significance level), then CC has a positive and significant
Table 1 is the combined loading and cross-loading value of effect on LY. The path coefficient of SQ to LY is 0.287 which
each indicator in the research variable: is positive, with a p-value < 0.001 which means < 0.05
Adelina LUBIS, Ritha DALIMUNTHE, Yeni ABSAH, Beby Karina FAWZEEA /
Journal of Asian Finance, Economics and Business Vol 8 No 3 (2021) 1267–1274 1271
CC SQ ST LY SE P-value
CC1 (0.865) –0.093 –0,069 0.139 0.031 <0.001
CC2 (0.821) –0.039 –0.090 –0.073 0.042 <0.001
CC3 (0.885) 0.074 0.035 –0.099 0.035 <0.001
CC4 (0.863) 0.054 0.120 0.031 0.038 <0.001
SQ1 0.020 (0.856) 0.032 –0.036 0.034 <0.001
SQ2 –0.015 (0.828) 0.070 –0.125 0.036 <0.001
SQ3 0.013 (0.877) –0.125 0.003 0.029 <0.001
SQ4 –0.023 (0.860) –0.125 0.126 0.031 <0.001
SQ5 0.004 (0.864) 0.097 0.027 0.034 <0.001
ST1 0.002 0.084 (0.896) 0.104 0.044 <0.001
ST2 0.060 –0.088 (0.883) 0.058 0.035 <0.001
ST3 –0.064 0.003 (0.853) –0.169 0.033 <0.001
LY1 –0.052 –0.035 0.113 (0.867) 0.037 <0.001
LY2 0.027 0.021 –0.070 (0.920) 0.038 <0.001
LY3 0.023 0.012 –0.038 (0.895) 0.035 <0.001
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