Purpose: The basic purpose of measuring the customer's loyalty in Islamic banking in Bahawalpur region is their long term commitment. Design/methodology/approach: This research has been conducted utilizing the actual data with the help of a questionnaire based on the literature extensively written on Islamic banking services, to develop a viable model to explore the attributes which lead towards the customer loyalty in utilizing the financial services of Islamic banks in Bahawalpur region. A new dimension is added by conducting research on customer's loyalty in Islamic banking in Bahawalpur region, taking sample of 125 respondents from 20 banks operating in Islamic banking services of this region. Findings: Factors abstracted from the customers loyalty are, customers satisfaction, switching cost, customers perception, success philosophy and trust and commitment. It is found that these factors significantly affect the customer's loyalty in Islamic banking and are greatly associated with the customer's loyalty. Research limitations/ implication: Only available material is studied in spite of all the material and research is implicated in Bahawalpur region only. The sample size is small to only 125 respondents but the results are implicated on overall customer's loyalty in Islamic banking. Practical implications: Pakistani banks are needed to take initiative in creating awareness about Islamic banking and providing more effective services. Introduction:Islamic banking is widely accepted in the globe now. In Pakistan there are mainly two types of banking system, conventional banking and Islamic banking. The system of Islamic banking is expanding now days. A customer's commitment with dealing in Islamic banking is measured by customer's loyalty towards this type of banking. Customer's loyalty has many dimensions regarding Islamic banking, i.e. customer's satisfaction, switching cost, customer's perception, success philosophy and trust and commitment. These factors have great association with the long term commitment of customers with Islamic banks. As every bank wants to increase the profit and growth, it should be considered compulsory to study the customer's loyalty and its long term commitment. This research helps to measure the loyalty of customers. This research is conducted to investigate the empirical findings regarding the research problem. Main determinants of customer's loyalty are discussed in theoretical frame model. A well designed and validated questionnaire is developed and asked from target respondents. Then results are analyzed using statistical techniques and results are interpreted. Moreover recommendations are also given for further research.
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