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چکیده
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This article examines and identifies the antecedents of customer loyalty to Islamic banks. The study employs a qualitative research methodology, utilizing theme analysis to delve deeply into the factors influencing customer loyalty. Data for this research was meticulously gathered through in-depth interviews with 22 stakeholders of Iraqi Islamic banks, ensuring a comprehensive understanding of the customer perspective. The analysis revealed that three primary groups of factors play a crucial role in fostering customer loyalty to Islamic banks: social factors, individual factors, and banking factors. Social factors include the influence of family, friends, and community on customers' perceptions and decisions. Individual factors encompass personal beliefs, values, and experiences that align with the principles of Islamic banking. Banking factors pertain to the quality of services provided by the banks, including compliance with Islamic principles, customer service quality, and the range of financial products offered. By identifying these antecedents, the research provides valuable insights for Islamic bank managers. Understanding these factors allows managers to design and implement more effective strategies aimed at attracting and retaining customers. This can lead to improved customer satisfaction, stronger customer relationships, and ultimately, enhanced customer loyalty. This research contributes to the broader field of Islamic banking by highlighting the specific needs and expectations of customers, thereby enabling banks to better serve their clientele and achieve sustainable growth.
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