The Influence of Self-Congruity, Functional Image, and Emotional Attachment on Loyalty

This paper seeks to investigate the interrelationships of self-congruity, functional image, and emotional attachment and loyalty. Specifically, this study tested hypotheses of self-congruity theory in the Islamic banking sector. Much of the previous studies of self-congruity have examined product, brand, and retailers contexts and not much has been explored in the context of banking sector. Questionnaires were distributed to customers of Islamic bank in the city. Results showed that self-congruity has a significant influence on functional image as well as emotional attachment. Functional image is found to have a stronger effect on emotional attachment. Also, self-congruity, functional image, and emotional image have significant influence on loyalty. Interestingly, emotional attachment is a very strong predictor of loyalty and in turn, self-congruity is a strong factor influencing emotional attachment. The key management implication is that Islamic banks should focus on strategies to harness customers’ emotional attachment with the banks.