Factors affecting Islamic banking behavioral intention: the moderating effects of customer marketing practices and financial considerations

Abstract

This paper examines the determinants of potential customers’ intention to purchase products and services from Islamic banks and the moderating effects of customer marketing practices and financial considerations. A research framework is developed which links communication considerations, financial considerations, customer attitudes, and behaviors. The questionnaire approach, confirmatory factor analysis, and hierarchical regression are used to examine the extent and direction of the relationship within the conceptualized research framework. We find, apart from perceived ease of online banking, that all conceptualized factors are important determinants of customers’ behavioral intention in Islamic banking. This study also finds that, with the exception of perceived risk, all moderators (namely customer–bank relationship, advertising, perceived ease of online banking, perceived potential benefits, and profit–loss sharing approach) intensify the customer attitude–behavioral intention nexus. Islamic banks should adopt various customer–bank relationship strategies and advertising to attract more customers. Further, Islamic banks may use simplified Arabic terms for products and services on their Web sites and online banking portals to convey their intended massage to non-Muslim customers as well.