Islamic marketing as a new marketing trend: an application for determining consumers’ Islamic bank selection criteria

Abstract

In recent years, Islamic banks have been preferred more and more by consumers. The purpose of this study is to determine consumer attitudes towards Islamic banks and to examine the criteria which affect consumers’ bank selection. In this respect, following criteria are considered for the purpose of this study: transparency in transactions, running on Islamic law & principles, ethical behavior of employees, low service charges, speed & effective transaction, 24 hours ATM services, accessibility of ATM location, provision of interest free loans, bank reputation, ease of opening an account, ATM debit card with no annual fees, pleasant bank atmosphere, fast & efficient counter service, experienced management team, friendliness of bank personnel, accessibility of bank location, number of bank branches, ease of obtaining fund, provision of Islamic products and services, provision of profit sharing in investment products, reception at the bank, Internet banking, recommendation of relatives, Friday banking and recommendation of friends. Analysis shows that, among these, Islamic law & principles is the most effective criterion on consumers’ preference of Islamic banks. Although the criterion which have an impact on consumers to choose Islamic banks are important to determine, limited research has conducted in this area. This study also limits itself by considering only the Islamic banks’ consumers in Istanbul. Therefore, further research needs to be extended to other cities or to a larger number of consumers. Additionally, further research may be more comprehensive by comparing conventional and Islamic banks with respect to consumers’ preferences. Having considered limited number of studies on the criteria which affect consumers’ bank choices, and Islamic bank choices more spesifically, this study aims to make an important contribution to the literature.