Muslim Customers Research Articles

Does intention influence the financial literacy of depositors of Islamic banking? A case of Malaysia

PurposeSince the establishment of Islamic banks in Malaysia since the 1980s, the banking system has undergone rampant development within the financial industry. It has resulted in a positive competitive challenge for the conventional banks and able to attract not just the Muslim customers, but also those non-Muslim customers. At the same time, understanding the customers' knowledge of Islamic banking products is an interesting issue to explore. This issue is raised because the Islamic bank products are often packaged using Arabic terms, even though it is marketed in non-Arabic countries like Malaysia. Therefore, this study aims to examine the factors that influence the intention of the Islamic banking customers as the result of relying on some information produced by Malaysian Islamic banks.Design/methodology/approachThis study is conducted using the existing underpinning theory of planned behaviour (TPB). A total of 300 questionnaires were analysed using the structural equation modelling (SEM).FindingsThe results indicated that perceived behavioural control, attitude and subjective norms of the Islamic banking depositors are positively influenced by the intention of the depositors to learn about Islamic banking.Research limitations/implicationsOne of the main issues faced in this study is the result cannot be generalised. It is not possible to know based on the collected data if the sample is representative, other than the fact that all of the respondents are Islamic bank depositors. Nevertheless, it can still be a catalyst for further research as a link to existing findings in the area. There might be a bias on the understanding of the respondents about Islamic banking. This is due to the fact that Malaysia is a multi-racial population. Malay people might have a better understanding and basic knowledge about Islamic banking than the Chinese, Indians and other races. This cultural bias could be overcome in future studies by identifying respondents who have experiences in dealing with Islamic banking.Originality/valueThis study provides interesting insights of the Malaysian banking industry in terms of the multi-racial customers' intention to learn about Islamic banking, which is scarcely discussed in the extant literature.Peer reviewThe peer review history for this article is available at: https://publons.com/publon/10.1108/IJSE-01-2019-0011.

The antecedents of Muslim customers’ intention to invest in an Islamic bank’s term deposits: evidence from a Muslim majority country

PurposeThe purpose of this study is to examine the impacts of product knowledge, perceived quality, perceived risk and perceived value on customers’ intention to invest in Islamic Banks. This study specifically examines an Islamic bank’s term deposits.Design/methodology/approachStructural equation modeling was used to analyze the data collected from 217 customers of an Islamic bank in Indonesia using an online survey.FindingsThis study highlights the central and dual roles of perceived risk as both the independent and the intervening variable that mediates the relationship between product knowledge and Muslim customer intention to invest in an Islamic bank’s term deposits.Research limitations/implicationsThis study only investigates term deposits as one type of investment in Islamic banks. This study contributes to the literature by examining the role of product knowledge, perceived quality, perceived risk and perceived value on Muslim customer intention to invest in Islamic term deposits.Practical implicationsThe results of this study highlight the requirement for Islamic banks to educate customers to improve the depositors’ product knowledge because Muslim customers’ risk and value perception and intention are strongly influenced by product knowledge.Originality/valueThe investigation of perceived risk is particularly relevant for Islamic financial products because of the inherent nature of risk sharing in Islamic finance. This study investigates the role of product knowledge in influencing the Muslim customers’ perception of risk, quality, value and their intention to invest in Islamic bank term deposits. Ideally, the profit loss sharing concept (PLS) should be applied; however, in this context, revenue sharing is applied because of Indonesia’s central bank regulation.

The Representation of Baba-Nyonya Cuisine in the Context of Halal Tourism Industry in Malacca, Malaysia

Culinary becomes one of the fast growing industries along with the development of tourism. The Baba-Nyonya or Peranakan foods is one of Malacca's distinctive dishes as a form of acculturation of Chinese and Malaysian culture which presents to complement the diversity of attractions and services in the Malaysian tourism and hospitality industry. Several Baba-Nyonya restaurants are available in Malacca and most are located in Bandar Hilir, where the Peranakan community lived in the past. Baba-Nyonya restaurants emerge to have contribution to the development of Malaysia as Halal Tourism Destination. This research then finds a form of representation of Baba-Nyonya foods in an effort to provide halal products and services in Malacca, Malaysia. Through observation, interviews, and literature studies it is known that some restaurants are starting to change food menus from pork menus to pork-free menus. Although they do not hold halal certificates, they are categorized as Muslim-friendly Baba-Nyonya Restaurants and visited by Muslim customers. The restaurant does not have pork on its menu, but chicken, duck, seafood and vegetables. Also, there is one Baba-Nyonya restaurant who has obtained a halal kitchen certificate and a certificate of cleanliness application, so that it can be a reference in the Halal system and industry. The establishment of a halal assurance system can also be pursued in order to further enhance the confidence of Muslim customers of the Baba-Nyonya food products consumed.

ANALISIS LOYALITAS KONSUMEN MUSLIM TERHADAP STARBUCKS COFFEE PASCA DUKUNGAN STARBUCKS TERHADAP LGBT

<p>Starbucks as well as other companies requires loyalty from its customers to increase the quantity of sales. However, it seems that Starbucks does not care about the loyalty of Muslim customers. This is evident from the Starbucks support campaign for LGBT which is clearly the opposite of Islamic teachings. Because, if Muslims are loyal to Starbucks who are known to support LGBT, it means that Muslims play a role in supporting LGBT. The purpose of this study is to find out Muslim consumer loyalty to Starbucks after Starbucks supported LGBT and also to find out Muslim consumers' responses to Starbucks for providing support Starbucks Coffee in the LGBT community. This study was conducted using qualitative methods. In this study the authors found that Starbucks support for LGBT is an act that violates business ethics in the scope of social responsibility. Moreover LGBT is a for acts that are forbidden in Islam. So Starbucks support for LGBT actions received a positive response from Muslim consumers. From informants who were questioned there was not one informant who agreed with Starbucks Coffee's support for LGBT. 3 of the 5 informants lost their loyalty to Starbucks and reluctant to go back to Starbucks.</p>

The motivation for Muslim customers’ participation in the sharing economy

The sharing economy concept has attracted considerable attention among both academic researchers and practitioners. Several factors that can motivate customers’ participation in sharing-economy activities have been discussed in the literature, but there has been an absence of investigations of the Muslim context, which could differ markedly given the significant impact of Islamic values regarding what is allowed or forbidden. This study seeks to narrow this gap by exploring the motivation for Muslim customers’ participation in the sharing economy. By conducting qualitative research using grounded theory methods, we investigated Muslim customers of Go-Jek, the largest transportation sharing-economy platform in Indonesia. Our findings lead to the proposal of a Muslim customer motivation model, indicating that diverse intrinsic and extrinsic factors, including Islamic values, tend to impact on the motivations behind Muslim customers’ participation in this sharing-economy platform, which offers a significant contribution to the literature, as well as important implications for management.

ANTECEDENTS OF CONSUMERS’ DECISION FOR HALALMART SHOPPING: THE MODERATING ROLE OF FAMILY RELIGIOUS COMMITMENT

Purpose: The purpose of this study is to analyze the role of religious commitment of family members in moderating the influence of Islamic cultural variables, Islamic social environment, Islamic and psychological personalities, on consumer decision in making a transaction at Halal mart.
 Methodology: The analytical method used to test the relationship between variables is Structural Equation Modelling (SEM), the number of the sample used is 340 of Halal Mart customers. Whereas the moderating role of religious commitment was tested using Confirmatory Factor Analysis.
 Main Findings: The conclusion from this study is that the commitment factor in practicing Islamic religion from within the family moderates the relationship between personality and Islamic psychology towards Muslim consumer behavior, meanwhile The Islamic cultural factors and social environmental factors are not moderated by family commitment in practicing the Islamic Religion.
 Implication: This study found that to improve Muslim customers buying decisions, a company needs to acknowledge the background of consumer’s character derived from cultural influences, social environment, personality, and psychology. Moreover, Halal mart also needs to be closer to community groups or religious organizations that have a stronger commitment towards religion, making it easier to promote their products.
 Novelty/Originality of this Study: To date, there are no studies that examine family religious commitment towards Islam, as a moderating variable in the relationship of cultural, social, personality and psychological variables to consumer buying decisions for shopping at Halal mart in Indonesia.

Muslim customer perceived value on customer satisfaction and loyalty: Religiosity as a moderation

This study aims to determine the effect of Muslim customer perceived value on customer satisfaction and customer loyalty of sharia banking and religiosity role in moderating the existing effect. The study population includes all customers of Sharia banking. Total samples of 104 respondents are selected by accidental sampling technique. To know and to test the research hypothesis, data are analyzed by partial least square (PLS). This study has four results. First, the Muslim customer perceived value (MCPV) variable directly affects customer satisfaction. It consists of price, emotional values, and social values variables. While the quality, Islamic physical attributes, and Islamic non-physical attributes variables directly do not affect satisfaction of Islamic banking customers. Second, Muslim customer perceived value (MCPV) variable directly affects customer loyalty. It consists of price, emotional value, physical and non-physical attributes of Islam. Moreover, quality and social value variables directly do not affect loyalty of sharia banking customers. Third, satisfaction only mediates the effect of price, emotional value, and social value variables on the loyalty of sharia banking customers. Satisfaction does not mediate the effect of quality, Islamic physical attributes, and Islamic nonphysical attributes affect the loyalty of sharia banking customers. Forth, Religiosity does not moderate the effect of Muslim customer perceived value (MCPV) variable, namely Islamic physical attributes and Islamic nonphysical attributes, on satisfaction of sharia banking customers.

Exploring Halal Groceries Purchase Intention of Muslim Customers at Artisanal Grocery Stores

Gone were the days where groceries were marketed in boring, old-school grocery stores. In Malaysia, grocery store scene is embracing the emergence of artisanal foods, foreign and locally produced, with and without halal certification as part of the marketplace and has been driven by demand among consumers for authentic, gourmet and specialized groceries. Artisanal grocery stores play a critical role in providing visitors destinations with unique groceries and in growing the food tourism industry by elevating groceries to a whole new level in which line of products available at the stores appear to be distinctive and classy. This study aimed to explore purchase intention of halal groceries by Muslim customers at artisanal grocery stores. Tested variables were Halal Awareness, Halal Certification, Promotions of Halal Products, Attitude and Religious Beliefs. Findings were derived from 100 self-administered questionnaires at two leading artisanal grocers in Malaysia located in Klang Valley. Evidently, Attitude has the most influence on Muslim customers’ intention to purchase halal groceries at these stores.

New Mathematical Model for Islamic Unit Trust

The demand for Islamic unit trust which is the alternative to the interest- based market become increasing day by day. This encourages the Malaysian government to take the various intervention and measures, so that interest free market which is Shariah Compliant can be introduced. The aim of this research is to construct a new formulation of Islamic unit trust for better incomes of Muslim customers’. The method of this researches to derivate a new model by using the new concept of dividend. In findings, the new model of formulation can be contrasted in Islamic unit trust. This new model is a suggestion for unit trust management to be applied in the future time.

Effects of Halal social media and customer engagement on brand satisfaction of Muslim customer

PurposeThe purpose of this research is to examine the factors that affect brand satisfaction of a Muslim customer who is making purchases from selling outlets on social media.Design/methodology/approachThe study used a new mechanism of sampling for research studies relating to social media which. Further, we used hierarchical regression to analyze the moderation effects of religiosity.FindingsThe authors’ findings suggest that religiosity has moderation effects on the relationship between halal social media and brand satisfaction of a Muslim customer and even higher moderation effects on relationship between customer engagement and brand satisfaction of a Muslim customer.Research limitations/implicationsThe respondents of this research are completely unknown as the data has been collected from google-docs link sharing arrangement.Practical implicationsThis study identifies factors that need to be focused on winning the brand loyalty of a Muslim customer.Originality/valueThis study provides a new sampling methodology to be used for the purpose of studies related to social media, which has been labeled as “social-media disguised snow ball sampling”. Further, this study is one of the few studies in the area of “halal social media”.

The needs of Muslim hotel customers: evidence from Russian guests

PurposeThe purpose of this study is to identify Halal hotel attributes demanded by the Russian Muslim travelers. Following this, the study aims to investigate whether gender and types of travelers influence the demand for Halal hotel attributes.Design/methodology/approachSemi-structured interviews were conducted to localize the list of Halal hotel attributes for the Russian business context. A self-administrated online questionnaire was designed, distributed and collected from 191 Russian Muslim customers, who have stayed at Halal hotels in the past 12 months. Data analysis includes a t-test and analysis of variance.FindingsThe study revealed a list of Halal attributes demanded by Russian Muslim customers. Also, the findings indicate that the list of the attributes demonstrated the differences in the requested attributes between gender and types of travelers.Research limitations/implicationsThe study came across three main limitations. The first was that the respondents surveyed were leisure tourists. Second, the majority of the respondents have university degrees. Third, the research sample is limited to approximately 200 respondents. This research primarily contributes to tourism and hospitality management, and consumer behavior literature, as this is the first study yielding insights on a new demographic: Russian Muslim tourists.Practical implicationsThe study provides a clear understanding of the Halal hotel attributes demanded by Russian Muslims that can help hotel managers to accommodate the needs of this group while, at the same time, meeting the requirements of guests of different religions.Social implicationsThe study contributes to improving social relationships within the Russian Federation as it improves society’s understanding of the life principles of Muslims.Originality/valueThis is the first study investigating the demand for Halal attributes by Russian Muslim tourists. By partly covering the empty research field on this topic, the study provides meaningful direction to future research of the Russian hotels’ Halal services from both supply and demand perspectives.

Willingness to Pay for Halal Transportation Cost: The Moderating Effect of Knowledge on the Theory of Planned Behavior

Halal transportation services is one of the crucial components of producing Halal products. Since Halal is unique and involves elaborate regulations and executions, therefore it requires huge investment. Like any other supply chain, the transportation cost will be transferred to the end users, normally the customers, thus increasing the price of final products. It is notably common to find studies done on Muslim customers and their preference on Halal products, however, studies on Muslims preferences towards Halal transportation could still be considered as novel. By adopting the Theory of Planned Behavior and religiosity; and by taking into account the moderating effect of knowledge, this study aims to identify the factors that lead to the customers’ willingness to pay for the Halal transportation cost. Using a purposive sampling method, the data was collected among Muslim consumers in a prominent shopping complex in Malaysia and was analyzed using Smart Partial Least Squares (PLS). Based on the finding, it is shown that the attitude and perceived behavioral control gave a positive relationship with the willingness to pay for Halal transportation. Meanwhile, subjective norm and religiosity were on the opposite as there were both hold an insignificant effect towards the willingness to pay for the Halal transportation. Knowledge has moderated the relationship between attitude and willingness to pay for Halal transportation, but not for the relationship between subjective norm and perceived behavioral control. It is expected that this study could provide a better understanding of Muslim consumers’ behavior on purchasing for Halal transportation, as well as other Halal supply chain activities.

The Role of Entrepreneurial Personality on Competitive Advantages and Corporate Image based on digital

The purpose of this study is to investigate the impact of store image on purchase intention and buying decision based on the perceptions and thoughts of Muslim consumers. To be the sample, 100 consumers who are used to shopping at modern minimarkets were involved. To get a fit model, data used were in 1000 bootstrapping data. The store image research results consist of retail facility dimensions (physical completeness, display), store service dimensions (empathy, professional sellers) and store environment dimensions (comfortable environment, lighting). Store services and store environments are proven to be influential in purchase intention. Whereas, store facility was only correlates with store service and store environment and was not proven to affect purchase intention and buying decisions. The purchase intention has proven to influence purchasing decisions. This study found that factors like empathy, professional sellers, pleasant environment, lighting, physical equipment and displays, influence Muslim customers’ interest on purchasing things.

Halal tourism: travel motivators and customer retention

ABSTRACTThis research was designed to identify halal-friendly travel motivation factors and unearth their role in Muslim customer retention process in Korea. Qualitative and quantitative procedures were used to achieve research objectives. A comprehensive structural model was developed to distinguish the role of all proposed indicators. Our results revealed that halal-friendly travel motivations are significantly associated with customer return on investment and satisfaction, and that such relationships contribute to improving customer retention. The effectiveness of higher-order structure of halal-friendly travel motivations was demonstrated. The formation of Muslim customers’ post-purchase decisions was significantly moderated by the sense of belonging to a tourist destination.

Driving customer loyalty in the Malaysian fast food industry

PurposeAlthough the importance of halal logo in determining purchase intention has been recognized in the marketing literature, there is a dearth of study that has examined the impact of halal logo toward customer loyalty. To fulfill this gap, this study aims to shed some light on the impact of halal logo toward achieving customer loyalty in the context of fast food industry in Malaysia. More specifically, the objectives of this study are: to examine the direct and indirect effect of halal logo on customer loyalty; to examine the effect of halal logo on trust and perceived reputation; to examine the effect of halal logo and perceived reputation on customer loyalty; and to examine the mediating effect of trust and perceived reputation in the relationship between halal logo and customer loyalty among the fast food industry consumers in Malaysia.Design/methodology/approachThis study used stimulus-organism-response (S-O-R) theory as the theoretical basis. The data were collected via self-administered survey questionnaire consisting 117 Muslim fast food consumers. Partial least square (SmartPLS, version 3) was used to test the study hypotheses.FindingsResults of this study revealed that halal logo, directly and indirectly affect customer loyalty. Moreover, perceived reputation and trust also found to be positively related to customer loyalty.Research limitations/implicationsThe data were collected from Malaysian Muslim consumers. Future studies can consider non-Muslim consumers to compare the loyalty pattern among Muslim and non-Muslim consumers.Practical implicationsThe findings from this study will benefit fast food industry marketers who are targeting Muslim consumer segment and also those marketers who are operating their franchise business in Muslim majority countries. The findings suggest that halal logo helps service providers to create positive perceived reputation and to build trust among consumers, which eventually lead customer loyalty. It is expected that the findings of this study will assist the halal fast food industry marketers to better strategize their marketing efforts in retaining the Muslim customer base.Originality/valueUsing S-O-R theory, this study examines halal logo as the key driver of customer loyalty, which is comparatively a new link. Moreover, this study examines the mediating effects of perceived reputation and trust in the relationship between halal logo and customer loyalty, which are not tested in previous literature in the field.

“Is this restaurant halal?” Surrogate indicators and Muslim behaviour

PurposeThe purpose of this study is to investigate what cues or surrogate indicators Muslims use to determine whether restaurants are suitable for dining purposes in the absence of the halal logo and to examine if the cues used are different among Muslims from non-Muslim countries as opposed to Muslims from Muslim countries.Design/methodology/approachData were collected via semi-structured interviews in one Muslim majority (Malaysia) and one non-Muslim country (the UK). A total of 16 adults participated in the study with an equal representation from both countries.FindingsIn the absence of the halal logo, participants relied on extrinsic cues such as the presence of other Muslim-looking customers and service personnel to determine whether a restaurant was deemed safe for dining in. The location of a restaurant was a strong indicator for Muslims in both Muslim and non-Muslim countries. In the absence of the halal logo, participants read the menus carefully, queried the service personnel for additional information and selected safer options, such as vegetarian and seafood.Research limitations/implicationsThe study used a small sample, and therefore, the findings are tentative.Practical implicationsGiven the growth of Muslim population in many non-Muslim countries, it is important for restaurants in non-Muslim countries not to marginalize this customer base. Trust is a key issue and service providers without the halal logo should gain the trust of Muslim customers by training service personnel and equipping them with knowledge of what halal means, developing menus with vegetarian and seafood options, providing detailed information on ingredients and communicating this on their websites and social media sites. They could also consider working with Muslim food and travel bloggers to promote themselves to a Muslim audience. They can develop a more Muslim sympathetic marketing approach and consider using separate cooking and serving utensils to gain trust and patronage of Muslim customers as well as to appeal to a larger market (vegans/vegetarians).Originality/valueThe present study is one of the first studies that concentrates on gaining an insight into how Muslims make decision pertaining to the selection and dining at a restaurant in the absence of the halal logo. A major contribution of the study is the identification of cues that assist Muslims when evaluating and selecting alternative food options in the absence of a halal logo.

CUSTOMER PERCEIVED VALUE IN CREATING CUSTOMER SATISFACTION AND REVISIT INTENTION IN SHARIA HOTEL

The purpose of this study was to identify the relationship between Islamic servicequality, Muslim Customer Perceived Value (MCPV), customer satisfaction, and revisitintention on sharia hotels in Bandung. A systematic random sampling was used todraw sample of 255 customers. The hotel includes Orange Home Sharia, ShariaNarapati Hotel, Cottage Daarul Jannah, Daarul Mutmainah, and MQ Guest House.This research used Structural Equation Modeling to measure the variables of servicequality (Gayatri, 2013) and Muslims Customer Perceived Value (MCPV) (Eid andGohary, 2015) to measure the perceived value variables. Eleven hypotheses weredeveloped and tested using a sample of 255 Muslim tourists. Exploratory andconfirmatory factor analysis was used to test the validity of the measures, while thestructural equation modeling in hypotheses testing. The strength of the relationshipbetween the constructs indicates that features of the suggested MCPV model are crucialto achieving Muslim customer retention in the tourism industry. Findings also suggestthat the availability of the suggested Islamic attributes value, along with conventionalvalue dimensions, could satisfy Muslim tourists when they buy a tourism package.

The role of service quality within Indonesian customers satisfaction and loyalty and its impact on Islamic banks

Purpose Loyalty among customers is the baseline for services to use to grow and sustain their competitive advantage, particularly in the banking industry. There are two primary objectives of this research. First, this study aims to empirically test the Muslim Consumer Service Quality (MCSQ). Second, this study aims to test the mediating effect of Muslim Consumer Satisfaction (MCS) on the relationship between MCSQ and Muslim Consumer Loyalty (MCL) in Indonesian Islamic banks. Design/methodology/approach The proposed hypotheses were tested by collecting data from 280 Indonesian Islamic customers. The collected data were tested using PLS-Graph 3.0. Findings The findings indicate that MCSQ (consisting of Islamic values, Sharia compliance, honesty, modesty, humaneness and trustworthiness) positively influenced MCS and MCL significantly. Further, the results indicate that MCS partially mediates the influence of MCSQ on MCL. Research limitations/implications The data were mainly gathered in Indonesia and the model needs to be tested in other contexts. Furthermore, the questionnaire was distributed among the customers of Islamic banks, and future studies could compare it with the customers of conventional banks or dual account (Islamic and conventional bank) customers. Moreover, further studies should compare between the expectations and reality of the delivered services to understand the service quality gap, which this study did not measure. Practical implications The findings indicate that by measuring the service quality in the Islamic context of Islamic banks, such as MCSQ, the managers can design their services to specifically target their Muslim customers. Furthermore, customer satisfaction must be the focus for the bank’s managers when developing MCSQ to close the gap between the expectations and reality of the delivered services. Originality/value This study empirically tests the developed MCSQ in the context of Indonesian Islamic banks, which is expected to enrich the literature of service marketing. Furthermore, a partial mediation effect of MCS was identified on the influence of MCSQ on MCL, which few studies have discussed previously.

Halal-friendly hotels: impact of halal-friendly attributes on guest purchase behaviors in the Thailand hotel industry

ABSTRACTThis study was designed to identify the attributes of a halal-friendly hotel and evaluate the role of these attributes in motivating the behavioral intentions of Muslim customers. Qualitative and quantitative approaches identified 30 validation and reliability items involving five distinctive dimensions, which included halal-friendly service, facilities, foods and beverages, privacy, and customer-service equality. The findings from the structural model indicate that the proposed model sufficiently explains the variance in intentions; three attributes were positively related to cognitive evaluation, and four attributes had significant influence on affective evaluation. In addition, the results indicated that cognitive and affective evaluation worked as mediators.

Development of Islamic banks’ brand personality (IBBP) model: a conceptual study in Malaysia

PurposeOrganizations today strive to differentiate themselves from others with the help of various tools. Aaker’s brand personality model is one of them. It comprises five components namely, sincerity, excitement, sophistication, competence and ruggedness. This model has been tested and supported by various scholars in the past. Similarly, it also attracted a lot of criticism especially in terms of generalizability across countries and cultures. The purpose of this paper is twofold: first, to study Aaker’s model from an Islamic perspective; second, considering the dearth of brand personality knowledge in the services sector, to develop Islamic Banks’ Brand Personality (IBBP) model.Design/methodology/approachTo propose IBBP model, traits in Aaker’s model have been investigated in the light of selected Quranic verses and sayings of Prophet Muhammad (ahadith). Later on, content validation was conducted as a pilot study with experts from the relevant fields.FindingsFindings exhibit that Quran and hadith clearly elaborate and support majority dimensions of the existing model. Importantly, three new dimensions, namely, trustworthiness, justice and Shariah compliance, were added to develop a comprehensive IBBP model. Once the dimensions of IBBP model were finalized, the underlying items were content validated from 12 experts. Most of the items were approved; some were recommended for amendments and a few items were eliminated.Practical implicationsThis research contributes to the branding as well as bank marketing literature as it is the first Islamic banks’ brand personality framework. With the help of IBBP model, Islamic banks can create a better brand image, use advertising strategies effectively and ultimately retain existing and attract more potential customers.Social implicationsThis research elaborates the personality traits of Muslim consumer market. Following IBBP model, financial needs of Muslim consumer market can be catered effectively.Originality/valueThe IBBP model being first of its kind is significant for Islamic banking industry as it reflects dimensions that are supported by the Quran and hadith, and therefore suits Muslim customer market.