From Perception to Contribution: A Psychometric Reading of Muzakki’s Behaviour at BAZNAS

Abstract

This study examines the relationship between muzaki’s perceptions of service quality, satisfaction, and trust, and their loyalty—both in the form of intention to repeat zakat payments and intention to recommend the institution to others. It also evaluates whether these intentions align with actual donation behavior, as measured by the Recency, Frequency, and Monetary (RFM) model. Data were collected from 140 active zakat contributors to BAZNAS and analyzed using linear and ordinal regression techniques. The results indicate that the relationship between perception and loyalty is not always linear. Perceived quality had no significant effect on the intention to repeat donations, while satisfaction even showed a negative effect on both the frequency and monetary value of donations. Intention to recommend was more strongly influenced by perceived quality, whereas intention to repeat was more strongly influenced by satisfaction and trust. These findings challenge classical assumptions in the loyalty literature that view satisfaction as the primary determinant of repeat behavior and advocacy. The study contributes theoretically by proposing a model of muzaki loyalty based on the integration of perceptual and behavioral data. The implications suggest that muzaki loyalty cannot be reduced to a linear relationship, but rather must be understood as a complex phenomenon situated within the contextual realities of Islamic philanthropy.