Abstract:Purpose: There are variety of factors that influence a customer’s selection of a bank in general. However, there is a large gap in the literature that covers a customer decision to choose between an Islamic bank and a conventional one. To this end, we try to fill this gap by using a case study in Morocco to analyse factors contributing to a consumer’s bank selection. Methodology: The analysis presented in the paper is using a case in Morocco and applying an artificial intelligence method using KANO analysis. W… Show more
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