Critical Factors in Competitive Advantage of Islamic Banking

This research focuses on determining the impact of service quality, customer satisfaction, and loyalty programs on customers’ loyalty in the banking sector of Malaysia. It is obvious that customers are important stakeholders in organisations, and their satisfaction is a priority to the management. Customer satisfaction has been a subject of great interest to organisations and researchers alike. In recent years, organisations are obliged to render additional services on top of their offers. The quality of service has become an aspect of customer satisfaction