Abstract:
Purpose- The main objective of this study is to examine the effects of both service qualitv
and product quality, and of satisfaction awareness of Islamic banking in Pakistan This
study also examines the reasons that consumers select Islamic banking.
Methodology/sample- A questionnaire survey was conducted by 614
respondents of Bank Alfalah Islamic customers. The respondents belong to
different age group. To analyze the data some tests like reliability, correlation and
regression analysis were applied.
Findings- The findings show that the indirect effects of service quality and product
quality on satisfaction awareness were positive and significant. They also revealed
that consumers were aware of Islamic banking products and services to a certain
degree; and the reasons for preferring them were profitability and religious principles.
As a result, these findings provide the Islamic banking industry with hdplil
guidelines in its efforts to formulate suitable promotional policies to attract more banking
customers
Practical Implications- The outcome of the research might help the customers of banking sector to
understand the knowledge of Islamic banking and the products and services that Islamic bank offers
and to understand the overall dynamics and mechanism of Islamic banking in Pakistan.
