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Research Article

EEO. 2020; 19(3): 2386-2396

Purchase Intention and Customer Loyalty: Examining Moderating Role of Trust

Asma Imran, Muhammad Kashif Durrani, Muhammad Ishfaq, Muhammad Saleem Ashraf.


The prime objective of the present research is to examine the relationship of buying impulse, Process consistency and self-efficacy on customer loyalty through purchase intention for the Islamic Banking Industry operating in the financial industry of Pakistan. Moreover, this study will also evaluate the moderating role of customer trust between purchase intention and loyalty of the Islamic bank’s customers. For this study, a survey questionnaire was distributed among the 537 customers of Islamic banks and a total of 311 questionnaires were received back having a response rate of 57%. Gathered data was assessed using PLS 3.3.2. The results confirmed the mediating role of purchase intention and moderating role of trust. The findings of the study are helpful for the policymakers of Islamic banks.

Key words: Loyalty, Trust, Purchase Intention, Self-efficacy, Islamic Banks.

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