MARKETING IN ISLAMIC FINANCE: FACTORS IMPACTING CUSTOMER BEHAVIOUR CASE OF PARTICIPATING BANKS

Tarik ELOUAHABI, Faris HAMZA

Abstract


The primary objective of this study or research is to assess the factors involved in the consumer decision making process to opt for a participative product, and to verify the determinants involved in assessing the perceived quality of the clients of the participating banks. Knowing and understanding customers’ needs ans wants is a key, by using products will allow us to analyse various customer groups and to target specify products to meet their demands.

 

Currently in the banking sector, we find the cohabitation of two types of banks, conventional banks and participating banks who seeking to stand out and attract the maximum of customers who trust the ethical principles of finance Islamic. So these banks will be able to bet on the quality of service to achieve their goals. Indeed the behaviour of the customers can have remarkable consequences on the marketing methods.

Key words:

Participating banks, customer behaviour, perceived quality, satisfaction


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