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Why do customers patronize Islamic banks? A case study of Pakistan


  • Asma Abdul Rehman
  • Omar Masood


Purpose - The purpose of this paper is to determine the selection criteria for Islamic banks employed by customers in a dual banking system, as in the case of Pakistan, and to know the overall satisfaction of the customers with Islamic banks. Design/methodology/approach - This is a survey-based study conducted on the primary data collected through structured questionnaire. In total, 23 variables are identified from the literature which are reduced to eight main variables by using factor analysis in SPSS. Data are gathered from 200 customers of full-fledged Islamic banks in Pakistan, i.e. Meezan bank, Bank Islami and Dubai Islamic bank, Al-Baraka Islamic bank, Burj Bank Ltd The data have been analyzed in two models: the first includes the selection criteria according to gender; the second includes the overall customer's preferences for selection criteria. Findings - The results reveal that the most important factors are “Religious factors” and “Convenient location” that customers consider while selecting an Islamic bank. Other important factors include “Secure feeling” by customer, “Quality related issues” and “Efficiency of bank”. Research limitations/implications - The data used in this study are limited, so the generalization of the results is not possible. Also the study is conducted on the full-fledged Islamic banks and it has ignored the Islamic Windows. Practical implications - Considering the importance of the topic, this research has identified the selection criteria that are considered by the customer while selecting an Islamic bank. It will help banks to improve the criteria said and considered by customers while selecting a bank. This research will be of interest to both serving banks and potential entrants into this niche market. Originality/value - The literature shows that patronize factors of Islamic banks are an under-researched area in Pakistan. So, this paper will contribute to the body of knowledge by identifying the Islamic banking selection criteria considered by the customers.

Suggested Citation

  • Asma Abdul Rehman & Omar Masood, 2012. "Why do customers patronize Islamic banks? A case study of Pakistan," Qualitative Research in Financial Markets, Emerald Group Publishing, vol. 4(2/3), pages 130-141, August.
  • Handle: RePEc:eme:qrfmpp:v:4:y:2012:i:2/3:p:130-141

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    References listed on IDEAS

    1. Farhad F. Ghannadian & Gautam Goswami, 2004. "Developing economy banking: the case of Islamic banks," International Journal of Social Economics, Emerald Group Publishing, vol. 31(8), pages 740-752, July.
    2. AfDB AfDB, . "AfDB Group Annual Report 2010," Annual Report, African Development Bank, number 310.
    3. AfDB AfDB, . "AfDB Group Annual Report 2010 (Arabic)," Annual Report, African Development Bank, number 311.
    4. Omar Masood & Bora Aktan & Qazi Awais Amin, 2009. "Islamic banking: a study of customer satisfaction and preferences in non-Islamic countries," International Journal of Monetary Economics and Finance, Inderscience Enterprises Ltd, vol. 2(3/4), pages 261-285.
    5. AfDB AfDB, . "Annual Report in Brief 2010," Annual Report, African Development Bank, number 304.
    6. AfDB AfDB, . "AfDB Group Annual Report 2008," Annual Report, African Development Bank, number 64 edited by Koua Louis Kouakou.
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