Mission statements readability: an insight into Islamic banks

Abstract

Purpose – A mission statement is an important tool for organizational communication, as it speaks to all stakeholders. It should be readable and comprehensible. The main objective of this article is to determine the readability of mission statements from selected Islamic banks. Design/methodology/approach – This study was conducted using simple counting techniques (total words, total sentences and number of words per sentence) and readability analyses. The mission statements from 169 Islamic banks were taken from their respective web sites between March and April 2012. Findings – The findings reveal that the mission statements of Islamic banks are difficult to read and comprehend and require 17 years of formal education before they can be fully understood. Research limitations/implications – Future studies should consider a comparative analysis that looks at how the origins of a bank can affect mission statements as well as examining different division of the financial sector such as insurance companies and other financial institutions. Practical implications – The findings of this study revealed that banks have a great deal of work to do on their mission statements in order to make them readable and understandable to a wide range of stakeholders. Originality/value – This article is first of its kind as it focuses on an area that has not been investigated by earlier researchers.