74 http://journal.iaingorontalo.ac.id/index.php/au

74 http://journal.iaingorontalo.ac.id/index.php/au

The Influence of Service Quality, Religious Commitment and Trust on The Customers’ Satisfaction and Loyalty and Decision to Do The Transaction in Mandiri Sharia Bank of Jawatimur

Religious commitment is a basis for the Islamic community to chose the bank, in which they do their economic transaction.

The relationship of religious commitment and loyalty can be stated that the religious commitment related to the visible and invisible activities. Visible activities such as, muamalah activities (economic activities), muasyaroh (social

activities), dakwah (promoting the good deeds and prohibiting the bad deeds) 52 . The customers with high religious commitment would not do their economic activities, social activities, or their Islamic syiar randomly. These kinds of customers highly believed that all their activities should be in line with the religious teaching or syar’i. These kinds of customers would tend to be loyal to sharia banks based on their religious beliefs, without considering or comparing the quality of services of that bank to other banks, customers with high level of religious commitment would be directly loyal and would not switch to other banks. Loyalty is characterized by on-going and regular transaction and recommending that sharia bank to their colleagues or the members of their religious activities.

Invisible activities of the customer with high religious commitment happen inside their minds. The practical dimensions covered their obedience behavior and their fanaticism toward the religious indoctrination, which are shown through their commitment toward the religious indoctrination. The consequences would be visible in the customers’ daily lives. The actualization of the customers religious values are internalized and integrated into all aspects of their lives. Automatically, the customers with high religious commitment would

be fanatic toward the sharia banking products. This fanaticism toward the sharia banking products is a manifestation of religious indoctrination that they practice in their daily lives 53 . Customers’ satisfaction significantly influenced the customers’ loyalty toward the Mandiri Sharia Bank. This means that the more satisfied the customers toward the services provided by the Mandiri Sharia Bank, the more loyal they would be toward the products and services of the Mandiri Sharia Bank. This loyalty attitude of the customers is influenced by their belief, emotion and satisfied feelings, as well as the expectation of the customers themselves. In addition to that, the bank has to be able to transform this satisfied feeling into happiness. For the bank, this is a challenge to create a special, beneficial, and long-term relationship between the bank and its customers. Personal approaches conducted by the bank to enable them to listen and find out whether the services

52 Dewi Sartika, Ali Mubarok, Indari Laasati. Hubungan antara Religius Commitment dengan keputusan menggunakan jasa Bank Syariah pada Dosen Unisba.

Jurnal Ilmu Sosial, Ekonomi dan Humaniora. Vol. 6 No. 2. 2011, h. 23. 53 ibid

Al-Ulum Volume 15 Number 1 June 2015 ISSN 1412-0534, E ISSN 2442-8213 75

Rachmad Hidayat and Sabarudin Akhmad

and products that they are offering has met needs/expectation of the customers as well as to quickly responds to the demands and complaints from the customers.

The study conducted by Bouldinget al., stated that the loyalty of the customers were due to accumulated satisfaction/dissatisfaction over a period of time in addition the product’s quality 54 . Loyalty would be formed due to the habit and long history of consumption of particular banking products. Characteristics of customers based on the length ot time they have had been customers of Mandiri Sharia Bank was dominated by the long-time customers, in which, almost 93% of the customers are the customers that have been customers and have relationship with the Mandiri Sharia Bank customers for more than two years. This shows that the customers of the Mandiri Sharia Bank are loyal customers, which is proven by their repeated transaction of products and services of Mandiri Sharia Bank that they have felt.

Bank which can provide long term satisfaction makes the customers loyal and repeat their banking transaction. There is relationship between service quality

and customers satisfaction toward the customers’ loyalty 55 . Customers’ loyalty significantly influenced the willingness to buy and the quality of services has

smaller influence toward the repeated transaction compared to the customers’ satisfaction 56 . This study revealed that customers’ satisfaction influenced the

customers’ loyalty, which is defined as willingness to repeat transaction. If the customers valued a product or service could give additional value for the customers then the customers would be satisfied with the service or products

offered 57 . This condition would create an emotional tie or relationship between the bank and the customers. This emotional relationship is called loyalty of the customers toward the bank.

Customers’ satisfaction is an evaluation toward an inherent surprise attached to the acquisition of a product and consumption experience 58 . But it has

also to be kept in mind that the customers’ expectation is formed based on the past transaction experience, colleagues’ comments, as well as the promises made

54 Boulding, W., Staelin Kalra, and Zeithaml. V., A. A Dynamic Process Model of Service Quality: From Expectations to Behavior Intentions. Journal of Marketing

Research. Vol. 30 , 1993,p. 7. 55 Bloemer, Josee., Ko de Ruyter and Pascal Peeters. Investigating drivers of

bank loyalty: the complex relationship between image, service quality and satisfaction. The International Journal of Bank Marketing. Vol. 16. 1998, p. 276.

56 Cronin, J. Joseph Jr. and Taylor, Stevent A. Measuring Service Quality: A Reexanination and Extention. Journal of Marketing. Vol. 46. 1992. 55.

57 Butz, Howard E. Jr. and Goodstein, Leonard D. Measuring Customer Value: Gaining The Strategic Advantage. Journal Organizational Dynamics.Vol. 24, 1996, h.

6. 58 Oliver R. L. Measurement and Evaluation of Satisfaction Process in Retail

Setting. Journal of Retailing. Vol. 1981, p. 25.