Trust Dimensions Model in Creating Loyalty Stage for Service Consumers of Sharia Rural Banking

Abstract

The purpose of this study was to analyze the model of trust dimensions in creating loyalty stage for customers of corporate services as well as to examine trust dimensions consisting of customer’s disposition to trust, cognitive trust and affective trust to loyalty stage which consist of cognitive loyalty, affective loyalty, conative loyalty, and action loyalty.The research is a quantitative study with a survey method on sharia corporate services in banking, based on banking data analysis with Structural Equation Modeling (SEM).The results showed that there is no positive effect between customer's disposition to trust and cognitive loyalty. Moreover, there is a positive effect between cognitive trust and cognitive loyalty, a positive effect between cognitive trust and affective loyalty, a positive effect between affective trust and affective loyalty, a positive effect between affective trust and conative loyalty. Finally, there is positive effect between affective trust and action loyalty.Based on the findings, it can be concluded that there is a relationship between trust dimensions and loyalty stage, although not all the trust dimensions can directly create loyalty stage, i.e. the customer’s disposition to trust dimension.