Moderating effects of marketing communication and financial consideration on customer attitude and intention to purchase Islamic banking products

Abstract

Purpose The purpose of this paper is to introduce a conceptual framework that can facilitate investigations concerning the impact of marketing communication and financial consideration on the relationship between customer attitude and purchase intention of Islamic banking products and services. Design/methodology/approach This conceptual paper is structured based on the extant literature; it provides a review of theoretical perspectives, highlights the gap and illustrates the significance for developing a framework. Findings The authors identify notable patterns and limitations in previous empirical studies. Specifically, despite increasing interest in Islamic banking customer behavior, prior research has not given much attention to explore moderating effects on the customer attitude–intention link. This has left researchers and bank managers with very limited information to explain the conditions that enhance customers’ attitude and intentions toward Islamic banking products. Based on this backdrop, the paper displays a viable research model with propositions that assess potential moderating effects on the domain relationship. Research limitations/implications This paper contributes to Islamic banking and management literature because prior research has predominantly focused on variables that directly influence customers’ behavior. This novel conceptual framework enables managers to better understand their customers and has implications for emerging themes, such as formulating strategies for specific customer groups and internationalization process. In addition, this paper provides a starting point to empirically examine whether and how the proposed moderators affect the link between customer attitude and behavioral intentions to purchase Islamic banking products. Originality/value To the best of knowledge, this is the first attempt to introduce relevant moderating variables for investigating the attitude and intention nexus in an Islamic banking context. Furthermore, the authors propose a new measure, namely, profit-loss sharing proportions which could enhance customers’ intention to purchase Islamic banking products.

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“…Past studies have verified that behavioral intention is a valid indicator for customers' intention to select Islamic credit cards (Ali, Raza & Puah, 2017). To use online Islamic banking services (Mansour, Eljelly & Abdullah, 2016), to Adopt/use Islamic banking (Ayyub et al, 2019;Charag, Fazili & Bashir, 2019;Hoque et al, 2019;Kaabachi & Obeid, 2016;Thaker et al, 2019b) to buy Islamic banking products and services (Hoque, Nik Hashim & Azmi, 2018;Maryam, Mehmood & Khaliq, 2019;Thaker et al, 2020a), and customer loyalty towards Islamic banking (Suhartanto et al, 2019b).…”

“…In this regard, past studies have mainly focused on the direct relationship between sharia compliance and customer behavioral intention (e.g., Charag, Fazili & Bashir, 2019;Mbawuni, & Nimako, 2017;Zinser, 2019). However, little is known about the moderating role of sharia' compliance or religious obligation between technology acceptance factors and behavioral intention (Hoque, Nik Hashim & Azmi, 2018;Suhartanto, 2019). There is a need to investigate the potential contingency (moderating) role of religiosity in changing customers' behavioral intention toward Islamic banking (Haider, Changchun & Akram, 2018;Hoque, Nik Hashim & Azmi, 2018;Suhartanto et al, 2019a).…”

“…However, little is known about the moderating role of sharia' compliance or religious obligation between technology acceptance factors and behavioral intention (Hoque, Nik Hashim & Azmi, 2018;Suhartanto, 2019). There is a need to investigate the potential contingency (moderating) role of religiosity in changing customers' behavioral intention toward Islamic banking (Haider, Changchun & Akram, 2018;Hoque, Nik Hashim & Azmi, 2018;Suhartanto et al, 2019a). Such investigation can help explain how sharia' compliance affects customers' behavioral intention toward Islamic banking produce a better understanding of intention toward Islamic banking (Hoque, Nik Hashim & Azmi, 2018;Mahadin & Akroush, 2019).…”

Religious Culture of Sharia Microfinance Institutions in Denpasar-Bali

“…The identity intended in this case is a characteristic possessed by every organization. Islamic organizational culture has specific characteristics, namely: to believe in Allah, work hard, be honest, emphasize morality, make consultative decisions, maintain good behaviour and abandon the bad practice bad (Hoque et al, 2018).…”

Gaussian-Based Soft Computing Approach to Alternative Banking System for Sustainable Financial Sector

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