The role of customer service in enhancing customer loyalty at Maybank Islamic Bagan / Aida Khairani Zaidi

Maintaining customer loyalty has become more challenging than ever for financial institutions like Maybank Islamic. The swift shift to digital banking and the emergence of fintech competitors have reshaped customer expectations, pushing banks to go beyond traditional services. Today’s clients demand more than just quick and efficient transactions as they seek personalized experiences and meaningful interactions that build trust and satisfaction. In this regard, the research assesses the contributions of customer service towards building client loyalty with special emphasis on the critical elements of relationships. The researcher used the qualitative research method supported by a review of literature and semi-structured interviews with 7 employees. The findings reveal that personalized customer service, responsiveness, and the availability of Shariah-compliant products are critical factors influencing customer loyalty. Employees highlighted the importance of proactive engagement through initiatives such as community events and tailored product recommendations, which help build trust and strengthen customer relationships. However, difficulties such as irregular service delivery and technology restrictions were identified as areas for improvement. Addressing these gaps by leveraging technology, streamlining processes, and providing continuous staff training were emphasized as crucial steps to meet customer expectations effectively.