Customer Selection Criteria: Islamic Banks in South Africa

Abstract

Purpose: The purpose of this study is to investigate the selection criteria of customers in South Africa and to examine these criteria with respect to gender. Theoretical framework: This study is conducted taking into an account an Islamic worldview that is guided by Sharia (Islamic law). Design/Methodology/Approach: A quantitative approach to data analysis was used to meet the purpose of the study. The location of the study is South Africa. The population of interest were customers at Islamic banks who identified as being Muslim. An online survey was used to collect data based non-probability sampling techniques. The final sample used for data analysis consisted of 163 valid responses from Muslims throughout South Africa. Data was analyzed based on mean analysis and an independent sample t-test. Findings: The results indicate that “religious reasons only”, “Islamic reputation and image” the “economic and financial reputation” and having an “involvement in the community” are the selection criteria considered to be most important by both males and females. The criteria least considered by respondents when selecting an Islamic bank relates to “wide range of facilities offered”, “friend use this type of bank” and “higher rates of return offered”. The results also suggest that there are no significant differences in the selection criteria of customers based on gender when choosing an Islamic bank. Research, Practical & Social implications: These results can be used by management of Islamic banks in South Africa in designing policies and launching campaigns to attract new customers and retain existing customers. Originality/Value: This is the first study to consider the role of gender as it relates to the selection criteria of customers at Islamic banks in South Africa.