When love leads the way! Conceptualizing triangular theory of love and expectations-confirmation theory in Islamic banking

Abstract

Purpose This study aims to analyze the mediating effect of brand love (BRL) on the relationship between service quality and brand addiction (BRA) among Islamic banks. Past studies have noted that customer satisfaction as the primary means of studying customer behaviour needs to be reconsidered because even satisfied customer switch brands, and the dissatisfied customer have repurchasing intentions. Therefore, considering BRL and BRA can be a new way of studying customer behaviour in Islamic banking. Design/methodology/approach This study used a structured questionnaire administered to 380 customers of Islamic banks. The study used structural equation modelling and Process Macro test in the analysis. Findings The empirical findings of this study suggest that service quality is positively and significantly related to BRL and that BRL positively and significantly relates to BRA. Furthermore, the findings indicate that BRL mediates the relationship between service quality and BRA. Research limitations/implications The findings of this study have revealed that the triangular theory of love and expectation-confirmation theory can be combined to explain the relationship between service quality and loving relationships among customers of Islamic banks. Practical implications The study provides ways in which service providers can use service qualities to manage BRL and addiction. Based on the positive and significant relationships, managers of Islamic banks can build service qualities that are vital for creating BRL and BRA. Originality/value The link between service quality, BRL and BRA is not adequately established, especially in Islamic banking. This is important to be established because studying consumer psychology is currently considered a vital strategy for customer repurchasing and switching barriers in the modern banking business. Furthermore, integrating two theories, the triangular theory of love and expectation-confirmation theory, provide a new way of combining two theoretical aspects from different disciplines.

Love thinketh no evil: mediation role of brand love on consumer religiosity and consumer forgiveness in Tanzanian Islamic banking

“…The findings of the study suggest that consumer forgiveness is influenced by consumer religiosity through brand love. The results imply that when a consumer adheres to specific religious teachings that guide the consumer–brand relationship, they are more likely to forgive a brand with religious associations, facilitated by their emotional connection to the brand (Ismail, 2022). This sentiment is supported by religious teachings that emphasize the significance of love for fostering forgiveness (Fetscherin and Sampedro, 2019).…”

“…Other scholars, such as Javed et al (2015), suggested that acceptance, commitment, respect, care and trust are indicators to measure love. The study by Ismail (2022) reported that indicators of love, such as commitment and trust, are vital in reducing customer switching behavior. Popp et al (2016) and Shuv-Ami et al (2020) highlighted that brand love implies the highest intensity and a long-lasting relationship with various interrelated affective, conative, cognitive and behavioral elements, rather than a specific, single, temporary love emotion.…”

“…Amani (2022) and Wei and Ran (2019) indicate that the feeling of emotional connection between the brand and the consumer is an important mechanism that influences consumers to replace negative emotions with positive ones. Recent literature suggests that emotional connections in the form of love are more significant in influencing consumers to exhibit compassion and generosity toward brands that experience service failures or fail to meet expectations (Ismail, 2022).…”

“…This abundance of alternatives has made the banking sector particularly susceptible to significant consumer switching. While customer satisfaction has traditionally been publicized as a solution for reducing customer switching, recent evidence suggests that both satisfied and dissatisfied customers may still switch (Amani, 2022; Ismail, 2022). Fetscherin and Heinrich (2015) argue that positive brand relationships, such as consumer forgiveness, can establish a competitive advantage in the banking industry.…”

“…Therefore, this study aims to investigate the relationship between consumer religiosity and consumer forgiveness when mediated by brand love. Brand love was selected as a mediator because past studies indicate that it plays a more significant role in influencing consumers to exhibit compassion and generosity toward brands that experience service failures or fail to meet expectations (Ismail, 2022; Javed et al , 2015). The study examines consumer forgiveness within the context of consumers’ spiritual values and the charismatic spiritual value of the brand.…”