From Experience to Loyalty: The Role of Muslim Customer Satisfaction In Employment Insurance In Indonesia

Abstract

This study aims to examine the mediating role of Muslim customer satisfaction in the relationship between customer experience and customer loyalty in government insurance services in Indonesia. The study addresses the limited empirical evidence on loyalty formation among Muslim customers, particularly from the perspective of service experience and satisfaction.A quantitative research approach was employed using a structured questionnaire as the primary data collection instrument. The sample consisted of 120 Muslim customers of government insurance in Indonesia, selected through a random sampling technique. The collected data were analyzed using structural equation modeling to examine both direct and indirect relationships among customer experience, customer satisfaction, and customer loyalty. The results show that customer experience has a positive and significant effect on customer satisfaction, while customer satisfaction also positively influences customer loyalty. Furthermore, customer satisfaction is found to significantly mediate the relationship between customer experience and customer loyalty, indicating that higher levels of satisfaction strengthen the impact of customer experience on loyalty among Muslim customers.This study is limited to Muslim customers of government insurance in Indonesia, which may restrict the generalizability of the findings to other insurance sectors or customer groups.Future studies should add perceived sharia compliance and trust, broaden contexts, and contribute empirical evidence that customer satisfaction drives Muslim loyalty, offering insights for policymakers and insurance managers designing services.