Relational outcomes in dual retail banking markets: the roles of customer-based corporate reputation, Islamic banking literacy and religiosity

Purpose Building strong customer relationships is central to relationship marketing, particularly in dual retail banking markets. Drawing on relationship marketing and signalling theory, this study examines how customer-based corporate reputation, Islamic banking literacy and religiosity predict customer commitment and loyalty among Islamic banking customers in a dual banking environment. Design/methodology/approach Data were collected through a survey of 289 Islamic banking customers in Indonesia, comprising customers who bank solely with Islamic banks and those who simultaneously maintain accounts with conventional retail banks. Structural equation modelling was employed to test the proposed conceptual model. Findings Findings show that customer-based corporate reputation and Islamic banking literacy positively predict both customer commitment and customer loyalty. Religiosity positively predicts customer commitment, which in turn significantly enhances customer loyalty. Customer-based corporate reputation and Islamic banking literacy emerge as comparatively stronger predictors of commitment than religiosity, while commitment represents the strongest predictor of loyalty. The findings further indicate that religious value alignment retains relevance even within dual banking contexts characterised by non-exclusive customer relationships. Originality/value The study extends relationship marketing research in retail banking by examining dual banking markets where customers concurrently manage relationships with competing institutions. Integrating signalling theory and consumer knowledge perspectives, it conceptualises customer-based corporate reputation as a credibility signal, Islamic banking literacy as an interpretive capability and religiosity as a value-alignment antecedent. Beyond managerial relevance, the findings carry implications for policymakers and regulators seeking to strengthen financial inclusion, promote ethical banking conduct and enhance banking literacy as a tool for societal well-being in emerging markets.