Sharia and Trust: Uncovering the Influence of Governance, Performance, and Religiosity on Non-Muslim Customer Loyalty in Islamic Banks

This study aims to analyze the influence of governance, performance, and religiosity on the loyalty of non-Muslim customers in Islamic banks, with trust as a mediating variable in this relationship. Although Islamic banks were initially designed to serve Muslim customers, the development of the industry has shown a significant increase in the number of non-Muslim customers. However, studies examining the factors influencing non-Muslim customer loyalty are still limited. This study used a quantitative approach by collecting data through questionnaires from non-Muslim customers in Islamic banks in Indonesia. The data were analyzed using Structural Equation Modeling (SEM) to test the relationship between the variables. The results indicate that corporate governance and performance do not have a positive effect on customer loyalty, which subsequently leads to customer loyalty. On the other hand, religiosity has a direct influence on customer loyalty. These findings emphasize the importance of religious values ​​in building trust and loyalty among non-Muslim customers in Islamic banks. This research provides an important contribution to the development of Islamic banking management strategies to be more inclusive and effective in attracting and retaining non-Muslim customers.