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THE MEDIATING ROLE OF GENERATION Z CUSTOMER SATISFACTION IN THE RELATIONSHIP BETWEEN SHARIA-BASED CUSTOMER SERVICE AND CUSTOMER LOYALTY AT BANK SYARIAH INDONESIA

Pengarang : Angelika Galis Shaomi, Nur Kholidah, Nur Kholid

Kata Kunci :Customer service, Sharia values, customer satisfaction, customer loyalty, Generation Z

In Islamic banking, sharia-based customer service has an important role in encouraging
sustainable relationships with Generation Z customers, who tend to assess service
quality critically and have high expectations toward service performance. The research
addresses whether value-based customer service directly translates into brand loyalty
or if it requires an intermediate emotional response. Consequently, the primary
objective is to evaluate how Sharia-based service quality contributes to loyalty
formation among Generation Z customers in Bank Syariah Indonesia through the
presence of customer satisfaction as an intermediate mechanism. The study adopted a
quantitative design and employed the Structural Equation Modeling technique to
process primary data gathered from 94 eligible respondents. The analytical model
focused on both technical service dimensions and Islamic ethical values, such as
integrity and empathy. The findings reveal that while Sharia-inspired customer service
significantly boosts satisfaction, it fails to produce a direct measurable effect on
customer loyalty. Instead, the results demonstrate a "full mediation" effect; satisfaction
acts as the essential bridge, where high-quality service leads to contentment, which
subsequently drives loyal behavior. This suggests that for the younger generation,
loyalty is not an immediate reaction to service encounters but a gradual outcome of
meeting their specific expectations for ethical and professional excellence.

NASKAH PUBLIKASI

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Properti	Nilai Properti
Organisasi	Universitas Muhammadiyah Pekajangan Pekalongan
Email	[email protected]
Alamat	Jl. Raya Pekajangan No. 1A Kedungwuni Pekalongan
Telepon	(0285) 7832294
Tahun	2026
Kota	Pekalongan
Provinsi	Jawa Tengah
Negara	Indonesia