Ratna Dewi, Hastuti Mulang and Junaidi Junaidi
This study aims to examine the role of religion on Indonesia’ Muslim consumers’ emotional bonding and loyalty.
Abstract
Purpose
This study aims to examine the role of religion on Indonesia’ Muslim consumers’ emotional bonding and loyalty.
Design/methodology/approach
The sample consists of 505 and structural equation modelling was used to confirm research hypotheses.
Findings
The results indicated that religion has a positive and significant effect on Muslim consumers’ emotional bonding; furthermore, emotional bonding play an important role in mediating the relationship between consumers’ religiosity and consumers’ loyalty.
Research limitations/implications
Future research is required to confirm the validity of this study throughout the sector and among Muslim banking consumers.
Practical implications
Bank managers also promote their consumers as change agents to recommend their companies to others. It is also essential in strengthening the relationship between consumers and the companies.
Originality/value
This study provided the Muslim consumers’ loyalty standpoint, the study enlightened bank managers about consumers’ loyalty through religiosity and emotional bonding.