Abstract
This study aims to understand customer preferences in selecting a bank in a competitive market of Islamic banks. Primary data collected from the customers of an outstanding Islamic bank (Bank Rakyat) was analysed using exploratory factor analysis. It is found that customers are attracted to Bank Rakyat because of its quality of service, its returns and its physical image. Analysis of Variance (ANOVA) reveals that Muslim and non-Muslim customers are equally influenced by these factors. The results suggest that when there are many Sharia compliant banks in the market customers are assured of the religious factor and hence look for other criteria in the bank of their choice. The relevant marketing strategies from this study are improvement of customer service satisfaction, attractive cost benefit and provision of good bank ambience.
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