Roberts-Lombard, MornayPetzer, Daniël Johannes2024-11-152024-11-152024Roberts-Lombard, M & Petzer, DJ 2024, 'You want my loyalty? Treat me fairly! A study of Islamic banking customers in South Africa', Journal of Islamic Marketing. https://doi.org/10.1108/JIMA-06-2023-0178https://doi.org/10.1108/JIMA-06-2023-0178https://hdl.handle.net/10566/19692Purpose: The purpose of this study is to investigate possible drivers of loyalty amongst Islamic banking customers in Gauteng, South Africa. We ponder the relationships of service fairness (a secondorder reflective construct) with perceived value, satisfaction, and loyalty. Design/methodology/approach: Data were obtained from Islamic banking customers in South Africa using interview-administered questionnaires. A total of 350 responses were perceived as being suitable for data analysis. The measurement and structural models were measured through structural equation modelling. Findings: Service fairness and perceived value were found to be important drivers of loyalty within this context. Research limitations/implications: This study demonstrates that service fairness and perceived value are precursors to the future loyalty intentions of Islamic banking customers. As such, they should be nurtured as key elements of the relationship building process. Practical implications: The study guides South African Islamic banks and South African banks with Islamic windows to better understand how service fairness (interactional, procedural and distributive) fosters satisfaction, perceived value and loyalty (attitudinal and behavioural). Originality/value: Enhancing comprehension of the relationship between service fairness and customer loyalty, with satisfaction and perceived value playing intermediary roles, represents an unexplored avenue in academic research within the context of Islamic banking in an emerging African marketenIslamic banking customersLoyaltyPerceived valueSatisfactionService fairnessArticle