“…Finally, socio-cultural circumstances in various countries can facilitate or impede adoption of both conventional and Islamic banking services. Different studies have discovered that individuals choice to obtain Islamic banking services was effected by their primary reference group members e.g., friends and family (e.g., Echchabi & Olaniyi, 2012;Zainuddin, Jahyd, & Ramayah, 2004). It implies that social influence has potential to enhance customers intention to utilize Islamic banking services (Amin, 2013;Alam, Janor, Zanariah, & Ahsan, 2012;Echchabi et al, 2015).…”