Effects of communication and financial concerns on banking attitude-behaviour relations

ABSTRACT

Despite extensive discussion of the concept of Islamic banking, which is based on the fundamental doctrines of Islamic law (Shariah) and Islamic economics (prohibition of interest and profit-loss sharing), few studies have explored the factors that potentially affect behaviour intentions among customers. This study investigates direct and moderating effects of communication and financial factors on customer attitudes and behavioural intentions towards Islamic banking. Data were collected from the customers of Islamic banks and the Islamic banking divisions of conventional banks in Malaysia using online surveys. The hypotheses were tested using hierarchical regression analysis. The results suggest that relationship marketing, informative advertising, perceived benefits, and profit-loss sharing are important determinants of behavioural intentions among both Muslim and non-Muslim customer groups. This study also found moderating effects for most of the conceptualized moderating variables, particularly attitude interactions with informative advertising, ease of online banking, and the principle of profit-loss sharing. There are both notable similarities and differences in the results for the two customer groups. The findings imply that different strategies should be used both to retain existing customers and attract new ones.

摘 要

尽管对伊斯兰银行的概念, 基于伊斯兰法的基本原则（教法）和伊斯兰经济学（禁止利息和利润分享, 已有广泛讨论，但很少有研究探讨了其可能影响客户行为意向的因素。本研究调查了沟通与金融因素对顾客态度及顾客对伊斯兰银行行为意向的直接影响与调节作用。研究数据来自伊斯兰银行的客户和马来西亚传统银行的伊斯兰银行部门的在线调查。采用了分层回归分析检验假设。结果表明，关系营销、信息性广告、感知利益和利润损失分享是穆斯林和非穆斯林客户群体行为意向的重要决定因素。这项研究还发现，大多数概念化的调节变量的调节效应，特别是与信息广告的态度互动，网上银行的易用性，以及利润损失分担原则的调节作用。虽然两个客户群的结果有相似之处，但也有明显的差异。这些发现意味着应该使用不同的策略来保留现有的客户并吸引新的客户。

KEYWORDS:

• Behavioural intention
• Islamic banking
• profit-loss sharing proportions
• theory of planned behaviour

关 键 词:

• 行为意向
• 伊斯兰银行
• 利润损失分摊比例
• 计划行为理论

Disclosure statement

No potential conflict of interest was reported by the authors.

ORCID

Mohammad Enamul Hoque http://orcid.org/0000-0003-3233-8316

Notes

1 Perceived risk can be defined ‘as the uncertainty that a consumer may incur financial, performance, social and/or privacy loss’ (Bashir & Madhavaiah, 2015). According to Peter and Ryan (1976), perceived risk can be regarded as subjective expected losses.

2 Conventional banks like CIMB Bank, HSBC Bank, May Bank, and Standard Chartered Bank have their own specialized Islamic banking divisions or subsidiaries that provide Islamic banking facilities in many Asian countries. In terms of Sharia-compliant banking providers in Malaysia, for example, there are only five standalone Islamic banks, aside from 11 subsidiaries of conventional banks and six Islamic banking window divisions from conventional banks offering Islamic banking products and services (Islamic Finance, 2017). This provides the basis to include respondents from both pure Islamic banking domains and subsidiaries of conventional banks.