CUSTOMER SATISFACTION IN ISLAMIC BANKING CASE STUDY OF BANK ALFALAH ISLAMIC

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.