Abstract:
Purpose: The assigned study is devoted to the understanding, evaluating and analyzing of the
factors which are responsible for developing customer loyalty in Islamic banking services
offered in Karachi, Pakistan. Customer loyalty was checked based on constructs like trust,
commitment and customer intimacy which are indicators of the consumer behavior towards a
service and are integral part of relationship marketing.
Methodology & Design: The data was collected by convenience sampling method from full-fledged Islamic banks and windows based in Karachi. Structured questionnaire was adopted
for research which was self-administered. Multiple linear regression has been used to conduct
analyses of the obtained data.
Findings: The findings were significant for all variables and it was proved via study that
Customer loyalty involved in Islamic banking system is dependent upon the variables of Trust,
Commitment and Customer intimacy.
Limitations: As there is always a room for improvement and it can be done by overcoming
the following key limitations. For this study, convenience sampling best suited our
requirements, but probabilistic sampling method could’ve been more accurate if population
was determined. Another limitation was the shorter span of time. For this kind fast research
good time period for collection of data is required.
Recommendations: Growing scope ofIslamic banking calls formarketeersto determine more
elements involved in relationship marketing and their impact on brand equity of Islamic banks.
Also gender and income-based differences and similarities can be determined. Also, a fair
comparison of customer loyalty between conventional and Islamic banks can be done in future.
