Non-Muslim Customer Switching Behavior in Islamic Bank in

Indonesia

HERMANITA, SUCI HAYATI

Faculty of Economics and Islamic Business

Institut Agama Islam Negeri Metro

Jalan Ki Hajar Dewantara No. 15A, Iringmulyo, Metro Timur, Lampung, Indonesia 34112

INDONESIA

Abstract: - The growth of Islamic banking in Indonesia has occurred significantly, one of which is in the Metro

City area, Lampung Province, Indonesia. Many consumers have moved from conventional banks to Islamic

banks, even this has happened to non-Muslim consumers. This study aims to describe the factors that influence

the behavior of non-Muslim consumers in Metro City, Lampung Province, Indonesia, when choosing Islamic

banking services over conventional banks. This is because the understanding of non-Muslim customer

switching behavior is very important, especially for Islamic banking, where the application of religious

principles is contained therein. This research was conducted using a mixed method with quantitative and

qualitative approaches. Data collection was carried out by filling out questionnaires and interviewing 40 non-

Muslim customers who became customers at Islamic Bank. Furthermore, the data were analyzed statistically

using ANOVA test and Post Hoc Test to see the influence of the factors that gave the most significant

influence. The results of this study indicate that the factors of price, reputation, service quality, promotion,

product, location, profit, coercion, and recommendations from other customers have a significant effect on non-

Muslim customers to switch to services to Islamic banks with a significance value of 0.000 at ANOVA test. Of

the nine factors, recommendation factors from other customers (whether friends, relatives, or family), price,

and profit are the most influencing factors.

Key-Words: - Switching Behavior Factors, Non-Muslim Customer, Islamic Bank

Received: April 12, 2021. Revised: November 17, 2021. Accepted: December 15, 2021. Published: January 11, 2022.

1 Introduction

Financial services are companies that are a core part

of people's lives. Various types of banking

companies have sprung up, both those adopting

conventional and Islamic systems. Over time,

Islamic banking in Indonesia has developed very

rapidly with the increasing number of offices it has.

Even with the innovations that have been carried out

by Islamic banks, they have succeeded in generating

interest from millennial category customers [1]. In

addition, Islamic banks also have a good level of

stability, and even have the opportunity to be more

stable [2]. Based on the Financial Services

Authority's report on Islamic banking statistics, it

can be seen that in 2009-2015 the number of Islamic

Commercial Bank offices experienced a very

significant increase. Even so, it turns out that the

level of effectiveness is not much different from

conventional banks [3]. The number of sharia

banking offices in general has increased, the number

of offices in 2009 still reached 1,223 offices,

however at the end of 2015 it had reached 2,881

offices.

The very rapid development of Islamic banking

is also felt by people in Metro City, Lampung

Province, Indonesia. There have been many Islamic

financial institutions, both Sharia Banking and

Baitul Mal Wat Tamwil or the Sharia Financial

Services Cooperative. According to Central Bureau

of Statistics data, this city has an area of 68.74 km2

which is divided into five sub-districts with a

population of 155,992 people. The Muslim

population in Metro City reaches 136,692 people,

while the non-Muslim population is 8,629, so the

percentage of non-Muslim residents in Metro City is

5.9%. The development of Islamic banking shows

the positive enthusiasm of the community. One of

the well-developed Islamic banks is Bank Syariah

Mandiri. Bank Syariah Mandiri is a sharia

commercial bank that has changed its function from

a conventional bank to a sharia bank. Bank Syariah

Mandiri was founded in 1999. Meanwhile, in Metro

City, Lampung Province, Indonesia, Bank Syariah

Mandiri was established on October 24, 2005,

which is located in the center of Metro city. Bank

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Syariah Mandiri besides having Muslim customers

also has quite a lot of non-Muslim customers [4].

An interesting thing to note is when we find the

many phenomena of non-Muslim people who have

switched banking services from conventional to

Islamic banks (switching behavior). In fact, services

at this bank are carried out based on Islamic

concepts. So that there are differences in religious

principles in the process. The phenomenon of the

movement of non-Muslim customers to Islamic

banking services is something that needs to be

studied in depth. The research was conducted to

examine in depth the factors that influence the

behavior of shifting consumers from conventional

bank services to Islamic banks. Based on the above,

the results of this study can be used as a description

of information for Islamic banking in the

development process, especially in terms of

attracting prospective non-Muslim customers. So

that Islamic banking has information related to

things that need to be more focused on developing

more effective and efficient services.

2 Literature Review

2.1 Islamic Banking

Islamic banking is a banking system which in

practice is based on Islamic law (sharia) [5, 6]. The

implementation of Islamic Bank operational

activities is based on the guidance of the Qur'an and

Hadith [6]. The formation of this system was based

on the prohibition in Islam to lend or collect loans

by charging interest on loans (usury), as well as the

prohibition to invest in prohibited businesses

(haram) [7]. The prohibition is also in line with the

theory and concept of maqashid sharia which

recommends Muslims to maintain the 5 components

in order to create the benefit of the ummah and

prevent harm, namely: safeguarding faith (din), soul

(nafs), reason (aql), descent (nasl) and property

(maal).

2.2 Switching Behavior

Switching behavior is the process of moving

consumers, both individuals and groups, from

service providers that are currently being used to

new service providers [8, 9, 10, 11, 12]. An

understanding of switching behavior is very

important for banking companies to understand

people's behavior to protect customers [13]. This is

because the loss of customers will have a negative

impact, such as the need for additional costs to find

new customers, loss of future investment, and can

even damage the company's reputation and image

[14]. Reputation, described as social identity, is an

important intangible resource and can make a

significant contribution to the performance and

survival of the company. An indication of the

success of building a reputation can be achieved if

the company has good character in providing

products or services [15, 16]. In general, switching

behavior occurs due to customer disappointment

with a product or finding another product that is

better. For companies, understanding consumers

will be the key to being able to compete better [17,

18]. There are many factors that motivate consumers

to switch, including 1) price considerations; 2)

reputation; 3) quality of service; 4) promotion; 5)

products; 6) location; 7) profit; 8) there is coercion;

and 9) recommendations from other customers [9,

19, 20, 21, 22, 23, 24, 25]. Changes in customer

behavior are also influenced by social, cultural,

personal, and psychological factors that become

their considerations for transferring bank services

[17, 26].

2.3 Previous Research

Clemes, Gan, and Zheng [9] analyzed the factors

that influence customer switching behavior (price,

response, service quality, customer commitment,

service products, satisfaction, effective advertising,

and involunatary switching) of banking customers in

New Zealand. The results of this research state that

factors such as customer commitment, service

quality, reputation, and customer satisfaction are the

main factors that influence customer behavior in

switching banks. Several studies have stated that

price is the dominant factor in determining

switching behavior by customers [19, 27, 28].

Research conducted by Colgate and Hedge [27] for

the banking industry in Australia and New Zealand

states that price is the first determining factor for

customers in determining switching behavior to

other banks. Then another research conducted by

Subramaniam and Ramachandran [28] on Customer

Switching Behavior in Banking Industry shows

price and reputation factors as the main factors that

significantly influence customer switching behavior

in Malaysia.

3 Methods

This research uses mixed methods with quantitative

and qualitative data analysis. The use of qualitative

data processing is carried out to understand the

phenomenon as a whole [29]. In addition, this study

uses a phenomenological approach to understand

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and reveal emerging phenomena [30, 31]. The data

collected in this study is primary data which is

directly obtained from non-Muslim customers at

Bank Syariah Mandiri branch of Metro City,

Lampung Province, Indonesia.

3.1 Sample

Samples were taken using purposive sampling

technique. Purposive sampling is a sampling

technique based on certain criteria [32]. The criteria

that must be met in order to be sampled are non-

Muslim customers who have a sharia bank account

at the Metro City branch of Bank Syariah Mandiri,

Lampung Province, Indonesia. The number of

samples involved was 40 people.

3.2 Data Collection Techniques and Data

Analysis

Data was collected through filling out

questionnaires and interviews with non-Muslim

customers. The questionnaire contains questions

related to nine factors that influence theoretical

switching behavior. These factors are 1) price

considerations; 2) reputation; 3) quality of service;

4) promotion; 5) products; 6) location; 7) profit; 8)

there is coercion; and 9) recommendations from

other customers. The questionnaire used was tested

for validity and reliability first to see its feasibility.

The validity of the instrument is done by measuring

the value of its contents which involves the

assessment of seven experts. While the reliability of

the instrument was done by measuring the Alpha

Cronbach value.

The data obtained through filling out

questionnaires by participants were analyzed

statistically using the ANOVA test. However, as a

condition for the ANOVA test, the data obtained

must be tested for normality and homogeneity first.

If the data are normal and homogeneous, the

ANOVA test can be performed. In addition, to

deepen the information obtained through statistical

analysis, qualitative data analysis is necessary. This

is done based on the data collected through

interview sessions and used to confirm the

quantitative data.

4 Results and Discussion

4.1 Instrument Validity

Samples were taken using purposive sampling

technique. Purposive sampling is a sampling

technique based on certain criteria [32]. The criteria

that must be met in order to be sampled are non-

Muslim customers who have a sharia bank account

at the Metro City branch of Bank Syariah Mandiri,

Lampung Province, Indonesia. The number of

samples involved was 40 people.

The instrument validity test was carried out

based on the assessment by seven experts through

filling out a questionnaire (content validity). The

data of validity test results can be seen in Table 1.

Table 1. Results of the Research Questionnaire

Validity Test

Value

Price consideration aspect

Critical CVR

0,622

CVR minimum

0,714

CVR maximum

Reputation aspect

Critical CVR

0,622

CVR minimum

0,857

CVR maximum

Service quality aspect

Critical CVR

0,622

CVR minimum

0,857

CVR maximum

Promotion aspect

Critical CVR

0,622

CVR minimum

0,714

CVR maximum

Product aspect

Critical CVR

0,622

CVR minimum

0,714

CVR maximum

Location aspect

Critical CVR

0,622

CVR minimum

0,857

CVR maximum

Profit aspect

Critical CVR

0,622

CVR minimum

0,714

CVR maximum

Coercion aspect

Critical CVR

0,622

CVR minimum

0,714

CVR maximum

Aspect of recommendations from

other customers

Critical CVR

0,622

CVR minimum

0,857

CVR maximum

Based on the data in Table 1, it can be seen that

the critical CVR value is 0.622. This value is a

critical CVR value if it involves seven experts in the

questionnaire assessment (Lawshe, 1975). If the

CVR value of the questionnaire is above the critical

CVR value, it can be said that the instrument has

good validity as a measuring instrument. If you look

at the data in Table 1, the minimum CVR value for

price consideration aspect is 0.714, reputation aspect

is 0.857, service quality aspect is 0.857, Promotion

aspect is 0.714, product aspect is 0.714, location

aspect is 0.714, profit aspect is 0.714, coercion

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aspect of 0.714, and aspect of recommendations

from other customers of 0.857. The overall

minimum CVR value in each of these aspects is

above the critical CVR value. This shows that each

question item in the instrument has a good level of

validity. Of course this is very important because a

questionnaire that has a good level of validity will

be able to measure what it wants to measure [33,

34]. This means that the prepared questionnaire can

be used and has good measurement accuracy.

4.2 Data Collection Techniques and Data

Analysis

The reliability value is related to the reliability of

the questionnaire when it is used to measure the

same thing [35]. Measurement of the reliability of

the designed questionnaire was carried out by

measuring the value of the Cronbach Aplha.

Reliability test results data can be seen in Table 2.

Table 2. Questionnaire Reliability Test Results

Factor

Cronbach's

Alpha

Questions about price consideration

aspect

0,933

Questions about reputation aspect

0,972

Questions about service quality aspect

0,953

Questions about promotion aspect

0,914

Questions about product aspect

0,928

Questions about location aspect

0,911

Questions about profit aspect

0,939

Questions about coercion aspect

0,941

Questions about aspect of

recommendations from other

customers

0,927

Based on the data in Table 2, the Cronbach’s

Alpha value of all aspects of the question is above

0.9. According to Firman [35], this value is in the

very high reliability category. Of course this is

related to the consistency of the instrument in

describing the information obtained [34, 35]. Based

on this, it can be said that the designed questionnaire

can be used for data collection tools in this study

4.3 Analysis of Factors Affecting Switching

Behavior

Before analyzing the factors that affect the

switching behavior, it is necessary to test the

normality and homogeneity of the data. The

normality and homogeneity tests were carried out

using the SPSS program. The results of the analysis

showed that the data were normally distributed and

homogeneous with a significance value of more

than 0.05 (Sig. > 0.05). Where is the Sig. for

homogeneity and normality tests were 0.325 and

0.062, respectively. When the Sig. is above the α

value (0.05), then the data is included in the normal

and homogeneous category [32].

Because the data are normal and homogeneous,

the ANOVA test can be carried out to analyze the

influence of price, reputation, service quality,

promotion, product, location, profit, coercion, and

recommendations from other customers on the

phenomenon of switching behavior. Statistical

analysis data can be seen in Table 3.

Table 3. Results of Statistical Analysis on Factors

Affecting Switching Behavior

Sum of

Squares

Mean

Square

Sig.

Between

Groups

608.439

76.055

5.342

.000

Within Groups

4997.425

351

14.238

Total

5605.864

359

The data in Table 3 shows the Sig. value

amounting to 0,000. This value is below the α value,

namely 0.05. It can be said that all factors have a

significant effect on the switching behavior. This

result is in accordance with the statement that there

are several factors behind the consumer switching,

namely 1) price considerations; 2) reputation; 3)

quality of service; 4) promotion; 5) products; 6)

location; 7) profit; 8) coercion; and 9)

recommendations from other customers [9, 19, 20,

21, 22, 25, 36]. The results of the interview also

show that in general all customers take these nine

factors into consideration in choosing Islamic

banking services over conventional banks.

To see which factors have the most influence,

further statistical analysis is needed. Post hoc

analysis is required to provide this information. The

results of the Post Hoc Test in Table 4 provide

information that in fact, of the nine factors, the

recommendation factor from other customers is the

factor that most influences the switching behavior.

This can be seen from the significance value of

other factors which are below 0.05. When the

significance value is below the α value (0.05), it can

be said that this aspect has a significant influence

[30]. Digging deeper information is needed to

confirm these data by conducting interviews with

participants. The results of the interview provide an

illustration that it turns out that they moved to

Islamic banks because of invitations from friends,

relatives, and even family who had already become

customers of Islamic banks. They actually do not

know much about the Islamic banking system, even

though they know that Islamic banks are banks

specifically for Muslims. However, other

information has also been obtained, where the

information they get from other customers is related

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Table 4. Post Hoc Analysis Results About Factors Affecting Switching Behavior

(I) Factor

(J) Factor

Mean

Difference (I-J)

Std. Error

Sig.

95% Confidence Interval

Lower Bound

Upper Bound

Price

Reputation

.77500

.84373

.992

-1.8585

3.4085

Quality of Service

1.40000

.84373

.771

-1.2335

4.0335

Promotion

1.12500

.84373

.921

-1.5085

3.7585

Product

1.52500

.84373

.677

-1.1085

4.1585

Location

1.55000

.84373

.657

-1.0835

4.1835

Profit

1.90000

.84373

.375

-.7335

4.5335

Coercion

.55000

.84373

.999

-2.0835

3.1835

Other Customer Recommendations

4.85000*

.84373

.000

2.2165

7.4835

Reputation

Price

-.77500

.84373

.992

-3.4085

1.8585

Quality of Service

.62500

.84373

.998

-2.0085

3.2585

Promotion

.35000

.84373

1.000

-2.2835

2.9835

Product

.75000

.84373

.993

-1.8835

3.3835

Location

.77500

.84373

.992

-1.8585

3.4085

Profit

1.12500

.84373

.921

-1.5085

3.7585

Coercion

-.22500

.84373

1.000

-2.8585

2.4085

Other Customer Recommendations

4.07500*

.84373

.000

1.4415

6.7085

Quality of Service

Price

-1.40000

.84373

.771

-4.0335

1.2335

Reputation

-.62500

.84373

.998

-3.2585

2.0085

Promotion

-.27500

.84373

1.000

-2.9085

2.3585

Product

.12500

.84373

1.000

-2.5085

2.7585

Location

.15000

.84373

1.000

-2.4835

2.7835

Profit

.50000

.84373

1.000

-2.1335

3.1335

Coercion

-.85000

.84373

.985

-3.4835

1.7835

Other Customer Recommendations

3.45000*

.84373

.002

.8165

6.0835

Promotion

Price

-1.12500

.84373

.921

-3.7585

1.5085

Reputation

-.35000

.84373

1.000

-2.9835

2.2835

Quality of Service

.27500

.84373

1.000

-2.3585

2.9085

Product

.40000

.84373

1.000

-2.2335

3.0335

Location

.42500

.84373

1.000

-2.2085

3.0585

Profit

.77500

.84373

.992

-1.8585

3.4085

Coercion

-.57500

.84373

.999

-3.2085

2.0585

Other Customer Recommendations

3.72500*

.84373

.000

1.0915

6.3585

Product

Price

-1.52500

.84373

.677

-4.1585

1.1085

Reputation

-.75000

.84373

.993

-3.3835

1.8835

Quality of Service

-.12500

.84373

1.000

-2.7585

2.5085

Promotion

-.40000

.84373

1.000

-3.0335

2.2335

Location

.02500

.84373

1.000

-2.6085

2.6585

Profit

.37500

.84373

1.000

-2.2585

3.0085

Coercion

-.97500

.84373

.965

-3.6085

1.6585

Other Customer Recommendations

3.32500*

.84373

.003

.6915

5.9585

Location

Price

-1.55000

.84373

.657

-4.1835

1.0835

Reputation

-.77500

.84373

.992

-3.4085

1.8585

Quality of Service

-.15000

.84373

1.000

-2.7835

2.4835

Promotion

-.42500

.84373

1.000

-3.0585

2.2085

Product

-.02500

.84373

1.000

-2.6585

2.6085

Profit

.35000

.84373

1.000

-2.2835

2.9835

Coercion

-1.00000

.84373

.959

-3.6335

1.6335

Other Customer Recommendations

3.30000*

.84373

.003

.6665

5.9335

Profit

Price

-1.90000

.84373

.375

-4.5335

.7335

Reputation

-1.12500

.84373

.921

-3.7585

1.5085

Quality of Service

-.50000

.84373

1.000

-3.1335

2.1335

Promotion

-.77500

.84373

.992

-3.4085

1.8585

Product

-.37500

.84373

1.000

-3.0085

2.2585

Location

-.35000

.84373

1.000

-2.9835

2.2835

Coercion

-1.35000

.84373

.804

-3.9835

1.2835

Other Customer Recommendations

2.95000*

.84373

.015

.3165

5.5835

Coercion

Price

-.55000

.84373

.999

-3.1835

2.0835

Reputation

.22500

.84373

1.000

-2.4085

2.8585

Quality of Service

.85000

.84373

.985

-1.7835

3.4835

Promotion

.57500

.84373

.999

-2.0585

3.2085

Product

.97500

.84373

.965

-1.6585

3.6085

Location

1.00000

.84373

.959

-1.6335

3.6335

Profit

1.35000

.84373

.804

-1.2835

3.9835

Other Customer Recommendations

4.30000*

.84373

.000

1.6665

6.9335

Other Customer

Recommendations

Price

-4.85000*

.84373

.000

-7.4835

-2.2165

Reputation

-4.07500*

.84373

.000

-6.7085

-1.4415

Quality of Service

-3.45000*

.84373

.002

-6.0835

-.8165

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Promotion

-3.72500*

.84373

.000

-6.3585

-1.0915

Product

-3.32500*

.84373

.003

-5.9585

-.6915

Location

-3.30000*

.84373

.003

-5.9335

-.6665

Profit

-2.95000*

.84373

.015

-5.5835

-.3165

Coercion

-4.30000*

.84373

.000

-6.9335

-1.6665

*. The mean difference is significant at the 0.05 level.

to price, product, service quality and profit. They

get detailed information about these four things

from friends, colleagues, and family. This means,

indirectly, these other factors become the

determinants for them to choose Islamic banks over

conventional banks.

Of the four factors, price and profit are the most

influencing factors. This is because the price factor

will affect consumer attitudes because prices include

various costs, both those obtained by the customer

and those that must be incurred by the customer

[37]. It is known that the administrative fees for

Islamic bank services are indeed cheaper than

conventional banks, there are even certain products

that do not apply service administration fees. Apart

from the absence of a monthly discount so that

money is not reduced, another consideration is

related to the minimum balance set by Islamic

banks. Of course this will be a consideration for

consumers because it relates to expenses and

income.

From the explanations expressed by the

participants, it can be understood that another

consideration for non-Muslim customers to become

customers of Islamic banks is their interest in

implementing profit-sharing products in Islamic

banks. From profit sharing products, non-Muslim

customers feel more profitable than conventional

systems and hope that the future will be even better.

This is because the profit sharing system is highly

dependent on the performance and development of

the bank. If the bank's performance continues to

increase, the amount of profit sharing will increase.

In contrast to the interest system at conventional

banks, which remain flat even though the economy

is growing well. This is also in accordance with the

statement put forward by Keaveney and

Parthasarathy [12] that apart from the reasons stated

above, the things that attract non-Muslim customers

and switch to Islamic banks are the benefits

obtained by non-Muslim customers.

Based on the results of quantitative and

qualitative data mining, in fact non-Muslim

customers can enjoy the benefits of the Islamic

banking system. This does not only apply in

Indonesia, but in various other countries that have

sharia banking services. This is because basically

the system that is run in Islamic banks is the same,

namely based on Islamic law. The superior services

provided by Islamic banks allow it to support its

rapid development. Marketing strategies need to be

continuously improved, such as the ease of

borrowing funds, but still going through the

predictive analysis approval stage [38]. However,

bank managers must be ready to manage human

resources so that bank operations will be effective

and efficient [39].

5 Conclusion

Switching behavior to Islamic banks by non-Muslim

customers is not based on religious differences. The

phenomenon of moving non-Muslim customers to

Islamic banks is very much influenced by the

information submitted by other customers, such as

friends, relatives, or family. In addition, the price

and profit factors that are considered more favorable

are also considered by non-Muslim customers. From

these results, Islamic banking companies can have

an overview of the characteristics of the switching

behavior of non-Muslim customers. The influence

of the invitation information factor from people who

have become customers of Islamic banks to other

people, especially non-Muslims, is indirectly related

to service quality, price, and benefits based on their

experience. Of course this needs to be a

consideration for the company that in essence

maximum service will have a tremendous impact on

the company's development, in addition to the

influence of the price and profit factors.

In addition, the results of this study can also

provide information that Islamic banks whose work

system is based on Islamic law do not limit

themselves to non-Muslim customers. This means

that non-Muslim customers can also take advantage

of the advantages of the Islamic banking system to

maximize profits, such as the absence of monthly

administration fees or a profit-sharing system that

allows a higher amount of profit.

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Hermanita has done research design, technical

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