The Correlation between Satisfaction, Trust, and Loyalty with Individual Characteristics as a Moderator (Case Study on Bank Syariah Customers in East Java)

One of the important evidences of customer’s loyalty is satisfaction. When customers are satisfied, they will not hesitate to invite others to be the customers of the Islamic banks. The main focus of this research is to reveal and interpret the mediation role of the trust between satisfaction and loyalty, as well as to test the moderator role of individual characteristics in relation with the influence of satisfaction on loyalty. The analysis showed that customers who are satisfied will be loyal to Islamic banks if the customer have adequate educational background and knowledge about Islamic banking. The satisfied customers will enhance long-term relationship with the Islamic banks in form of mutual trust, good communication, and trust that the bank will provide good services. The satisfied customers will enhance the mutual trust and good communication, which eventually create customers loyalty.