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THE IMAGE OF FINANCIAL INSTITUTION AS ISLAMIC 
BANK IN MEDIATION SERVICE QUALITY AND CUSTOMER 

SATISFACTION ON CUSTOMER LOYALTY IN PURWOKERTO

Chandra Warsito1

Abstract. The Image of Financial Institution as Islamic Bank In Mediation 
Service Quality and Customer Satisfaction on Customer Loyalty in 
Purwokerto. The paper aims to determine the effect of service quality on customer 
satisfaction, service quality, customer satisfaction and image on customer loyalty, 
quality of service to the company’s image, to determine the image of financial 
institutions in mediating the relationship variable quality of service and customer 
satisfaction on customer loyalty. The samples used were 110 customers and 
methods of analysis used is Structural Equation Modeling (SEM) test results find 
no significant effect of service quality on customer satisfaction; quality of service 
loyalty; customer satisfaction on customer loyalty; quality of service to the image of 
the company; customer satisfaction with the company’s image; and the image of the 
company loyalty; Image of financial institutions PT. BPRS BAS can be used as a 
variable relationship mediation variable service quality and customer satisfaction 
on customer loyalty.

Keywords: Image of financial institutions, satisfaction, quality of service, loyalty.

Abstrak. Gambaran Lembaga Keuangan Sebagai Bank Syariah Terhadap 
Kualitas Layanan dan Kepuasan Konsumen Pada Loyalitas Konsumen 
di Purwokerto. Artikel ini bertujuan untuk mengetahui pengaruh kualitas 
pelayanan terhadap kepuasan nasabah,  kualitas pelayanan, kepuasan nasabah 
dan citra terhadap loyalitas nasabah, kualitas pelayanan terhadap citra 
perusahaan, serta untuk mengetahui citra lembaga keuangan dalam memediasi 
hubungan variabel kualitas pelayanan dan kepuasan nasabah terhadap loyalitas 
nasabah.  Sampel yang digunakan adalah 110 nasabah dan metode analisis 
yang digunakan adalah Structural Equation Modelling (SEM). Hasil pengujian 
menemukan ada pengaruh signifikan dari kualitas pelayanan terhadap kepuasan 
konsumen; kualitas pelayanan terhadap loyalitas;  kepuasan konsumen terhadap 
loyalitas konsumen; kualitas pelayanan terhadap terhadap citra perusahaan; 
kepuasan konsumen terhadap citra perusahaan; dan citra perusahaan terhadap 
loyalitas; Citra lembaga keuangan PT. BPRS BAS dapat digunakan sebagai 
variabel pemediasi hubungan variabel kualitas pelayanan dan kepuasan nasabah 
terhadap loyalitas nasabah.

Kata Kunci: gambaran lembaga keuangan, kepuasan, kualitas layanan, 
loyalitas

First draft: February, 3rd 2015, Revision: March, 10th 2015, Accepted: April, 2nd  2015 
1 IAIN Purwokerto. Jl. Jenderal Ahmad Yani, Purwokerto, Central Java, Indonesia
Email: warsitochandra@yahoo.co.id



Al-Iqtishad: Vol. VII No. 2, Juli 2015 218

Introduction

High competition in the banking industry is not directly force the banking 
company to adjust with the phenomena occurring in the community. To be able 
to win the competition, the banking industry is currently vying to improve service 
to its customers, all of which are intended to increase customer satisfaction. Every 
banking company is required to deliver maximum performance to customers, 
because of the positive or negative a service company is highly dependent on the 
assessment of the community to get such services. The better the service provided is 
of a bank, the higher the likelihood of the trust of customers to obtain services that 
are offered, which in turn is able to realize customer loyalty.

The image of the company is one of the factors used to build customer 
loyalty. The image is a reality in which the program development and improvement 
of the image based on the fact. If the image does not correspond with reality and 
good performance then it is an error in Communication Company. A good image 
is indicative of the company’s success in providing services capable of satisfying its 
customers (Arafah, 2004). 

Efforts to establish the company in the long term can also be done by increasing 
customer satisfaction. Customer satisfaction can be achieved if the company is able 
to realize the expectations of customers. The achievement of the expectations on the 
customer will give effect customers to stay afloat and not move to another company. 
Especially on emotionally, customers have a special affinity with the personnel in 
the company, it will facilitate relations between companies and customers. The 
relationship with the customer will make a customer more loyal to the company.

The high customer interest in a variety of Islamic banking transactions led 
idea in the banking business people to establish BPR of Sharia and one that stands 
in Purwokerto is PT. BPRS BAS (Bina Amanah Satria). In its activities, PT. BPRS 
BAS (Bina Amanah Satria) operates sharia. There are Islamic financial institutions in 
Purwokerto, providing a wide range of alternative transactions, all of which is done 
by sharia. For that, PT. BPRS BAS (Bina Amanah Satria) need to create the image 
that customers easily identify and easy to remember if society requires banking 
transactions. The existence of image appearance on banking company raises an open 
competition between banks.

High competition in the Islamic banking business, making companies need 
to prepare themselves with better service to make customers feel satisfied with the 
services provided. Enhancing the quality of service was done to the satisfaction of 
customers so that customers remain loyal with company.

Quality of care is influenced by two factors, namely the expected service and 



Chandra Warsito: The Image of Financial Institution as Islamic Bank  219

perceived service (Tjiptono, 2001). Suitability of service received by customers in 
the hope, perceived good and satisfactory, if the ideal is said to exceed customer 
expectations, and vice versa if the received lower than expected will be badly perceived 
by customers (Kotler, 1999). Zeithaml, et all, (in Tjiptono, 2001) states that the 
customer expectation is customer confidence before buying a product which that 
used as a standard in assessing the performance of product.

Services can be given a firm, if the customer comes transaction. And 
transactions can occur if the customer comes and want to take advantage of all the 
financial services offered. For this reason, companies need to instill a good image 
in the minds of customers so that they would come and perform transactions with 
the company.

Image is an important part of marketing management, where the image is built 
and associated with a habit, lifestyle, benefits, product attributes, geography, price, 
competitors, celebrities and others (Durianto, 2001). The strength of company’s 
image is very important to be maintained and improved, with the purpose of 
attracting the hearts of borrowers and customers, so the debtor and customers are 
satisfied with the services of the company.

PT. BPRS BAS (Bina Amanah Satria) as one of the sharia institution, always 
strive to provide the best service to borrowers and customers, with the goal of 
giving satisfaction with the services provided. Satisfaction is the perception of one’s 
feelings after comparing the performance with expectations (Kotler, in Tjiptono, 
2000). Satisfaction or dissatisfaction of customers occurs after an evaluation of the 
expectations of customers prior to the actual performance that is felt after use (Tse 
and Wilton in Tjiptono, 2001).

It is important to be achieved by the service company, is the satisfaction 
both by customers and debtors. The problem that arises is, all companies raced 
to give satisfaction to customers and debtors. Each company sets the strategy and 
policy to build relationships with customers. Various attempts were made so that the 
company can interact with clients and debtors investigate and analyze their needs, 
using technology, to improve service and sales (Maryono, 2007).

Literature Review

Customer loyalty is important for any company, because loyalty reflects 
the positive perception of customer against the company. Loyalty is the attitude 
shown in determining the choice of customers continues to use the products or 
services offered by the company. Attitude determines the attitude, led commitment 
of customers to re-purchase or obtain the services offered on the company (Foster 



Al-Iqtishad: Vol. VII No. 2, Juli 2015 220

and Cadogan, 2000). Thus the meaning of loyalty is loyalty of customers to make 
repeat purchases over the same services from one company and attitude would tell 
the others and be a deterrent from many competitors who entered. It also shows the 
loyalty of customers is a factor that determines the success of the company.

Quality of service is an effort to fulfill the needs and desires of customers and 
determination to deliver and offset expectations of customers (Tjiptono, 2000). 
There are two main factors that affect the quality of the service; the expected service 
and perceived service (Parasuraman, in Tjiptono, 2000). If the perceived service as 
expected, then the perceived service quality is good and satisfying. If the services 
received exceed customer expectations, then the quality of service perceived as the 
ideal quality. Conversely, if the services received is lower than what is expected, then 
the perceived poor quality of services.

Customer satisfaction is defined as a decision on the basis of a specific services 
meeting (Bolton and, 1991; Cronin and Taylor, 1992 in Nha Nguyen and Gaston 
LeBlanc, 1998). This is in accordance with the opinion of Oliver’S (1981 Nha 
Nguyen and Gaston LeBlanc, 1998) which looked at satisfaction as an emotional 
reaction that affects attitudes. Based on this perspective, Cronin and Taylor (1994 
in Nha Nguyen and Gaston LeBlanc, 1998) say that customer satisfaction should 
be limited to the quality of services and transaction decisions specific to long-term 
attitude, resulting in a cumulative effect that the satisfaction of services should 
be directed to the evaluation of the quality of services global from time to time 
(Parasuraman et al., 1994 in Nha Nguyen and Gaston LeBlanc, 1998). Of the 
opinions mentioned above, according to the researchers, satisfaction was preceded 
by the quality of services (Bolton and, 1991 in Nha Nguyen and Gaston LeBlanc, 
1998).

Teh (1993) in Nha Nguyen and Gaston LeBlanc, 1998) in his research 
concluded that quality and customer satisfaction, both tested based on a global 
perspective that specific transaction. Evaluation of satisfaction associated with the 
value (Zeithaml, 1988 in Nha Nguyen and Gaston LeBlanc, 1998), re-purchase 
(Oliver and Goose, 1989 in Nha Nguyen and Gaston LeBlanc, 1998), as well as 
customer loyalty towards the company (Kasper, 1988 in Nha Nguyen and Gaston 
LeBlanc, 1998). Fornell (1992) in Nha Nguyen and Gaston LeBlanc, 1998), in 
his study that while the quality and customer satisfaction are important for all 
companies, but the satisfaction becomes even more important because it will give 
the faithful, especially in companies such as banks, insurance, orders per post, and 
transportation. Satisfaction and customer dissatisfaction is the customer response to 
the discrepancy evaluation/ perceived disconfirmation between prior expectations 
(or other performance norms) and the actual performance of the product that is felt 



Chandra Warsito: The Image of Financial Institution as Islamic Bank  221

after use (Tjiptono, 2005).
Many corporate image definition found in the literature of psychology 

and marketing. Image has been described from the knowledge of the relationship 
(Boulding, 1956 in Nha Nguyen and Gaston LeBlanc, 1998); the image is an 
attitude (Hirschman et al., 1978 in Nha Nguyen and Gaston LeBlanc, 1998), and a 
combination of product characteristics from a product known (Erickson et al., 1984 
in Nha Nguyen and Gaston LeBlanc, 1998).

Imagery is the overall impression left on the mind of customer (Zimmer 
and Golden, 1988 in Nha Nguyen and Gaston LeBlanc, 1998). Various factors 
inherent in the image are tradition, ideology, company name, reputation, price 
levels, variations in services, and the quality that communicated by every person who 
interacts with a service company. Another aspect of the image forming is corporate 
identity, quality and level of advertising and the delivery system also serves to build 
the image. The image is a procedure that associated with the ideas, feelings and 
previous experience with an organization that stored in memory and transformed 
into a sense based on the category (McInnis and Price (1987) in Nha Nguyen and 
Gaston LeBlanc, 1998), with Yuille and Catchpole (1977 in Nha Nguyen and 
Gaston LeBlanc, 1998).

Two main components of image are known by emotionally and functionally 
(Kennedy, 1977 in Nha Nguyen and Gaston LeBlanc, 1998). Functional components 
associated with cues that can be measured easily, being the emotional component 
associated with psychological stated with feeling and attitude. To form the image 
in minds of customers, the company did it through a particular symbol, where it is 
able to demonstrate a certain image. In the form of customer, the image is described 
as being stored in memory from the general impression through the evaluation of 
highly detailed objects associated with personal values.

Results of research conducted by Nha Nguyen and Gaston LeBlanc (1998) 
concluded that service quality positively and significantly related to customer 
satisfaction. Research conducted by Wong and Sohal (2003) also concluded that 
the quality of services directly influence the trust and loyalty of customers. Research 
on quality of service with loyalty conducted by Bloemer et al (1998) concluded that 
there are significant of quality perception to the satisfaction.

Satisfaction is the result of a customer overall evaluation to the product or 
services obtained after comparison with similar products from competing companies, 
where there is a match between performance and expectations. Research conducted 
by Ball et al (2006) on service and customer loyalty. From this study, it can be 
seen that the quality of service is not directly affect the loyalty through customer 



Al-Iqtishad: Vol. VII No. 2, Juli 2015 222

satisfaction. Nha Nguyen and Gaston LeBlanc (1998) concluded that customer 
satisfaction has a positive and significant effect on loyalty. 

Jay Kandampully and Dwi Suhartanto (2000) concluded that customer 
satisfaction with the reception, food and beverage, and price has no effect on 
customer loyalty. While Ball et al (2004) in his study found that the image has 
an effect on loyalty and customer satisfaction, perceived value affects customer 
satisfaction. While the research conducted by Nha Nguyen and Gaston LeBlanc 
(1998) concluded that the image of company has a positive and significant effect 
on loyalty.

Increased customer satisfaction can be done by improving the image of 
company. The company will have a strong image if customers believe that they are the 
higher value when they transact with the company (Bloemer at al (1998)). Research 
conducted by Brunner et al (in Bloemer at al (1998)) conclude that the image effect 
on customer satisfaction. Bloemer et al (1998) in his study conclude that there 
is a significant positive relationship between the variables studied, namely Image, 
Service Quality and Satisfaction. This shows that satisfaction is influenced by many 
factors, including customer satisfaction and corporate image. Research conducted 
by Caruana (2002) concluded that service quality affects customer satisfaction but 
has no effect on customer loyalty. From the above, it is known that the quality of 
service also has a very important role in influencing loyalty, in addition to variables 
of customer satisfaction and corporate image.

Methods

This study is conducted on customers of PT. BPRS BAS Purwokerto. The 
sample size is adjusted by the method of analysis, namely Structural Equation 
Modeling (SEM) which is five times the number of items of research (Ferdinand, 
2005). In this study there are 19 items, so that the minimum sample size is 95 
respondents. Under these provisions, the sampling method used is simple random 
sampling, which took some part of the population sampled randomly for the study, 
namely all the customers who are customers of PT. BPRS BAS Purwokerto.

Figure 1. The Research Model

 

Satisfaction  

Service Quality 

Image  Loyalty  H1 

H2 

H3 
H7  

H4 
H5 

H6 



Chandra Warsito: The Image of Financial Institution as Islamic Bank  223

The Hypothesis on this research are below:
H1: Service quality has a significant influence on customer satisfaction
H2: The quality of service has a significant influence on customer loyalty
H3: Customer satisfaction has a significant influence on customer loyalty
H4: The quality of service affects the image of the company
H5: Customer satisfaction affects the company’s image
H6: Corporate image effect on loyalty
H7: The image of the financial institution PT. BPRS BAS mediates the relationship 

variable of service quality and customer satisfaction on customer loyalty

Discussion

Fitness Model Tests conducted by The goodness of fit criteria include goodness 
of fit : Chi -Square , probability , RMSEA , Cmin / DF, GFI, AGFI, TLI, CFI and 
DF. The results of test calculations FITNESS statistical model can be seen in Table 
1 below.

Table 1. Feasibility Index testing the structural equation modeling model

Goodness of fit index Cut-of 
value Result Model evaluation

c2-Chi-square 174,907 188,666 Good   
Significancy probability ≥ 0.05 0,052 Good   
RMSEA ≤ 0.08 0,043 Good   
GFI ≥ 0.90 0,859 Marginal 
AGFI ≥ 0.90 0,816 Marginal 
CMIN/DF ≤  2.00 1,198 Good   
TLI ≥ 0.95 0,976 Good   
CFI ≥ 0.95 0,972 Good   

One of the test equipment to measure the overall fit is the likelihood ratio 
chi-square statistic. The model was tested to be considered good or satisfactory when 
Chi - Square value is low . The smaller the value the better the Chi - Square and the 
model was accepted by the probability of the cut of the value of P > 0.05 (Hulland 
in Ferdinand , 2000) . In this study, Chi - Square value obtained is equal to 188.666 
with a value of p = 0.052 . It can be concluded that the model in this study include 
a good model or structural models generated showed the best model .

The Root Mean Square Error Of Approximation (RMSEA) values   less than 
or equal to 0.08 is an index to the acceptability of the model showed a close fit of 
the model was based on the degress of Freedoom (Brown & Cudeck in Ferdinand, 
2000). Based on this study RMSEA value obtained is equal to 0.043. Thus, it 



Al-Iqtishad: Vol. VII No. 2, Juli 2015 224

includes a very good fit because its RMSEA values   less than 0.08.  Goodness of Fit 
Index (GFI) value generated in this study was 0.859. This value is smaller than 0.90 
so including marginal figure. Next, we try to examine the Adjusted Goodness of Fit 
Index (AGFI). Recommended level of acceptance is when AGFI has a value equal 
to or greater than 0.90. AGFI’s value   generated in this study is 0.816. This value is 
smaller than 0.90 so including marginal. 

Tucker Lewis Index (TLI) is an alternative incremental fit index which 
compares a model that is tested against a baseline model (Baumgartner and Homburg, 
1996) in Ferdinand, 2000). Value is very close to 1 or more than 0.95 indicates a 
very good fit (Arbuckle, 1997) in Ferdinand, 2000; 57). TLI values   generated in 
this study was 0,972. Comparative Fit Index (CFI), the magnitude of this index is 
in the range of values   of 0 (poor fit) up to 1.0 (perfect fit). Value greater or equal to 
0.95 indicates the highest level of fit a very good fit (Arbuckle, 1997 in Ferdinand, 
2000). CFI value generated in this study was 0,972. This value is greater than 0.95, 
thus including a very good fit. The magnitude of the Comparative Fit Index is in 
the range of values   of 0 ( poor fit ) up to 1.0 ( perfect fit ). Value greater or equal to 
0.95 indicates the highest level of fit a very good fit (Arbuckle , 1997 in Ferdinand , 
2000). CFI value generated in this study was 0,972 . This value is greater than 0.95, 
thus including a very good fit.

 The results of structural equation modeling analysis processing (SEM) can 
be seen in Figure 2 and Table 2.

Table 1. Results of structural equation modeling analysis

Variable 1 Variable 2 Estimate S.E. C.R. P
Customer 
satisfaction Service quality 0.458 0.138 4.108 0,000

Image Service quality 0.350 0.146 3.399 0,000
Image Customer satisfaction 0.474 0.126 4.307 0,000
Loyalty Service quality 0.224 0.155 2.082 0.037
Loyalty Customer satisfaction 0.243 0.139 2.031 0.042
Loyalty Image 0.359 0.135 2.706 0.007

Based on Table 1 it can be seen the results of the analysis of structural equation 
modeling (SEM). Value estimate coefficients listed in Table 1 are standardized 
coefficient or standardized regression coefficient, which is also called path coefficients. 
In the discussion of the research hypothesis testing used this path coefficients. The 
value of the standard error, the value of the critical ratio (CR) and the p-value equal 
between the standardized and unstandardized regression coefficient.



Chandra Warsito: The Image of Financial Institution as Islamic Bank  225

Figure 2. Results of structural equation modeling analysis

Based on Table 1 can be made to the substructure structural equation 1 as 
follows :
Customer satisfaction = 0.458 Quality of service + Z1
Image = 0.350 Service Quality +0.474 Customer Satisfaction + Z2
Loyalty = 0.224 Service Quality +0.243 Customer Satisfaction + 0.359 image + Z3 

Based on the result above, we can explained as: Firts, impact of service quality 
on customer satisfaction. The estimated value of the variable path coefficient of 
service quality on customer satisfaction by 0.458. This indicates variable service 
quality has a positive effect on customer satisfaction, which is the better quality of 
service it will result in increased customer satisfaction. Based on the obtained value 
significance test p = 0.000. This means that there is a positive and significant impact 
on the quality of service to customer satisfaction.

Second, impact of service quality and customer satisfaction to image. The 
estimated value of the variable path coefficient of service quality to the image of 
0.350. This indicates the variable quality of service has a positive influence on 
the image, better the quality of service it will result in better image. Based on 
the obtained significance test p = 0.000. This means that there is a positive and 



Al-Iqtishad: Vol. VII No. 2, Juli 2015 226

significant effect of the variable quality of service to the image.The estimated value of 
customer satisfaction variables path coefficient of 0.474 on the image. This indicates 
variable customer satisfaction has a positive influence on the image, ie the better the 
customer satisfaction will result in better image. Based on the obtained significance 
test p = 0.000. This means that there is a positive and significant impact of customer 
satisfaction on the image.

Third, impact of service quality, customer satisfaction and loyalty image. 
The estimated value of the variable path coefficient quality of service to the loyalty 
of 0.224. This indicates the variable quality of service has a positive influence on 
loyalty, ie the better the quality of service it will result in stronger loyalty. Based 
on the obtained significance test p = 0.037. This means that there is a positive and 
significant impact on the quality of service to loyalty.

The estimated value of the variable path coefficient customer satisfaction to 
loyalty of 0,243. This indicates variable customer satisfaction has a positive influence 
on loyalty, customer satisfaction is the better it will result in stronger loyalty. Based 
on the obtained significance test p = 0.042. This means that there is a positive and 
significant impact of customer satisfaction on loyalty. The estimated value of the 
image variable path coefficient of 0.359 loyalty. This shows the image variable has 
a positive influence on loyalty, ie the better the image will result in stronger loyalty. 
Based on the obtained significance test p = 0.007. This means that there is a positive 
and significant impact on the image of loyalty.

Fourth, image of financial institutions PT BPR BAS mediates the relationship 
of ariable quality customer service and satisfaction on customer loyalty. Testing 
mediation conducted by Sobel test. Sobel test results can be seen in Table e.

Table 3. Test results Sobel

No Variable relationship T tast T table Information

1 Service quality- Image- 
Loyalty 1.7149 1.9822 No mediation

2 Customer Satisfaction 
-Image - Loyalty 2.1221 1.9822 Mediation

According to the table 3 can be known image can not mediate the relationship 
between the variables of service quality and loyalty. However, variable image can 
mediate the relationship between the variables of satisfaction and loyalty. This suggests 
a significant influence indirectly from satisfaction to loyalty through imagery.



Chandra Warsito: The Image of Financial Institution as Islamic Bank  227

Conclusion 

Based on the results of testing the effect of service quality on customer sat-
isfaction can be concluded that: first, there is a positive and significant effect of the 
variable quality of service to customer satisfaction. Second, there is a positive and 
significant effect of the variable quality of service loyalty. Third, there is a positive 
and significant effect of customer satisfaction on customer loyalty. Fourth, service 
quality affect the company’s image. Fifth, consumer satisfaction influence the corpo-
rate image. Sixth, corporate image effect on loyalty. 

From this research, customer satisfaction can be improved with everything 
possible to improve service quality include increasing physical form (tangible), em-
pathy, reliability of service, responsiveness and customer assurance provision for 
all transactions carried out in Islamic rural bank. Increased loyalty can also be en-
hanced by improving the satisfaction and fulfillment guarantees satisfaction with 
the services rendered. The company is expected to meet the wishes of customers, 
providing overall satisfaction in line with expectations. And to instill a positive im-
age to the customer, the company can do to improve the quality of service for cus-
tomer satisfaction. Although the image of financial institution PT. BPRS BAS can’t 
be a variable liaison, but it can serve as a liaison customer satisfaction on customer 
loyalty. This shows that customer satisfaction has a stronger effect in enhancing the 
image and loyalty compared to quality of service.

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