Service Quality Preferences Among Customers at Islamic Banks in South Africa

Abstract

Purpose: The objective of this study is to investigate the service quality preferences of Muslim customers considering demographic factors, specifically gender preferences. Theoretical framework: This study is guided by the dimensions in the SERVQUAL model including an additional dimension related to ‘compliance’ from the Carter Model. Design/Methodology/Approach: A quantitative, cross-sectional study was carried out to examine the preferences of customers concerning service quality at Islamic banks in South Africa. The data was analysed using descriptive and inferential statistics. Findings: The findings from the study show that ‘convenient operating times’, ‘providing prompt service to customers’, ‘having records that are accurate and without errors’, ‘staff keep to promises when timeframes are given regarding services to be complete’, ‘keeping customer information confidential’ ‘staff having the best interest of customers in mind’ and finally ‘the Islamic bank does not take interest on loans given’ are the most important items for both males and females regarding the various dimensions of service quality. The reported results also show no significant difference when it comes to service quality preferences between males and females. Research, Practical & Social implications: The results of this study have several practical implications. Firstly, Islamic banks can increase their market share by tailoring the quality of their service offerings to align with customer preferences. Secondly, Islamic banks should include as part of their advertising campaigns, the specific service quality offering most appealing to customers. Lastly, initiatives towards improving service quality should not be directed to a specific gender, rather initiatives must be inclusive of all customers, as the results of this study found no difference in service quality preferences regarding gender. Originality/Value: This is the first study to consider the role of gender concerning service quality preferences by customers of Islamic banks in South Africa.