The Determinants of Attitude of Customers Towards Islamic Banking in Pakistan

Abstract

To investigate and identify the relationship of Awareness, Knowledge, Perception, Social And religious perspective on the Attitude of customers towards Islamic banking in Pakistan. This research targeted the potential and current users of Islamic banking products and services through which their attitude regarding Islamic banking has been analyzed. Data from 211 respondents residing in Islamabad and Rawalpindi has been collected through online questionnaire on “Google Forms”. Data collected from the questionnaires were analyzed through statistics software. The demographic data was analyzed through “Statistical package for social sciences (SPSS)” software for descriptive analysis and “Smart-PLS (Partial least square software) was used for the structural and measurement analysis. As from the analysis, Awareness, Knowledge, social and religious perspective are found to be having a positive significant relationship with the Attitude of customers towards Islamic banking products and services. Whereas from the findings of the study, Perception has no impact on the Attitude of the customers towards Islamic banking. This research will mainly benefit the Islamic banking industry to develop the strategies to aware and educate the customers through their marketing campaigns, Advertisements, arranging seminars in corporate offices and Universities. Also collecting the feedbacks from the walk-in customers. So that customers would be able to assess their needs and replacing the conventional banking products with Islamic banking.