The Triggering Factors of Preferred Customer’s Loyalty in Sharia Banking

Abstract

This study aims to determine the effect of service quality on customer loyalty with satisfaction and trust as moderating variables at PT. Bank Sumut Sharia. The research design is an explanatory type. The research population is all preferred customers at Bank Sumut Sharia with a total of 113 customers determined by nonprobability sampling. The analysis technique uses moderated regression analysis with residual method. The results of the study prove that the service quality variable has a significant effect on preferred customer loyalty. The variables of satisfaction and trust did not significantly moderate the influence of service quality variables on preferred customer loyalty. The indicator of satisfaction variable that contributes to low preferred customer's loyalty is performance. An indicator of trust that contributes to low preferred customer's loyalty is the benevolence dimension.