Abstract
This study aims to analyze the effect of Brand Image, Service Quality, and Customer Value on Customer Satisfaction of Bank Muamalat Indonesia. Where, customer satisfaction is part of the formation and to grow market share, in general, and increase the rank of Bank Muamalat in the Islamic Banking Industry. Multiple linear regression analysis was used to test three independent variables namely brand image, service quality, and customer value on customer satisfaction. The research data came from 150 customer respondents who saved at Bank Muamalat Indonesia Ciputat, BSD, and Cipulir branches. The results showed that the brand image variable did not significantly influence the customer satisfaction of Bank Muamalat Indonesia, while the variable service quality and customer value had a significant positive effect on customer satisfaction of Bank Muamalat Indonesia. However, a good reputation, Identical to Islamic Banks, trusted and Islamic, needs to be attached and socialized to strengthen the brand image. On the other hand, the speed of service is a factor of customer satisfaction that needs major attention, and speed of service creates a strong customer value regarding expected performance. Keyword: Islamic Bank, Customer value, Brand Image, Service Quality, Customer Satisfaction JEL Classification : M31 DOI: https://doi.org/10.32479/irmm.9939
Highlights
The development of Sharia Banks in Indonesia has not been encouraging, with the Sharia Bank market share of only 5.7%, and by early 2019 around 5.94%
The level of the independent variable on customer satisfaction was 0.435 times (43.5%), followed by the customer value 0.418 times (41.8%), and the lowest was the brand image of 0.079 times (7.9%)
Which in accordance with Lone and Bhat (2018) that consumers have the same perception between Sharia banks and Conventional Banks about service quality by ignoring Islamic labels
Summary
The development of Sharia Banks in Indonesia has not been encouraging, with the Sharia Bank market share of only 5.7%, and by early 2019 around 5.94%. Low market share of the overall banking market share. Research needs to be done to find out the cause of the low penetration of Islamic banks, among others it is necessary to conduct research on the factors that influence the satisfaction of consumers who can maintain and develop market share. The third rank is occupied by BRI Syariah, fourth by BNI Syariah, and the fifth by Mega Syariah Bank. Based on the service quality index, Bank Muamalat was ranked fourth (Table 1). In terms of brand, Bank Muamalat was ranked 4th, shown in the following Table 2
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