Abstract
Pakistan’s Islamic banking sector is growing rapidly despite the fact that it is going through a challenging phase of progress due to intense competition with the conventional banking sector. Keeping in view the growth of Islamic banking,the aim of this research is to investigate the influence of the level of awareness, understanding, and usage of the Islamic banking products and services on the satisfaction level of Islamic bank account holders. The research population comprised the customers of the full-fledged Islamic banks of Pakistan. Using the purposive sampling technique, 400 questionnaires were distributed among the customers. The response rate was 94%. Bootstrapping technique was used to analyze the data.The calculated results revealed that awareness and understanding have a significant positive influence on the satisfaction level of the customers. However, the usage of Islamic banking by account holders has no impact on their satisfaction level probably due to the provision of less innovative products and services as compared to conventional banks. Theoretically, the current research adds to the literature regarding the aforementioned aspects and relates them with customer satisfaction. It simultaneously draws attention to the variables essential for the progress of the Islamic banking system of Pakistan. The results also yield valuable information and guidelines for Islamic banks to formulate innovative strategies of product development and promotional policies to retain the existing customers and attract the potential ones. The current study broadens the scope of the literature available about Islamic banking;however, it does not consider the scenario of the conventional banking sector.
Arooj Naz, Sadia Farooq, Rab Nawaz Lodhi, Fouzia Hadi Ali, Sayeda Zeenat Maryam. (2020) The Impact of the Awareness, Understanding and Usage of Islamic Banking Products and Services on Customer Satisfaction with Islamic Banking in Pakistan, Islamic Banking and Finance Review, Volume-07, Issue-1.
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