Factors determining users' and non-users' choice of Islamic banks in Tunisia
by Naoel Chaouch
International Journal of Islamic Marketing and Branding (IJIMB), Vol. 1, No. 4, 2016

Abstract: This study aims to identify the factors that determine the choice of Islamic banks by examining Tunisian users and non-users in a banking environment where conventional banks still dominate and Islamic banks are progressively growing in number. To this end, data were collected from 101 users and non-users of Islamic banks in Tunis. The data collected are analysed using descriptive statistics, non-parametric statistics (Mann-Whitney), factor analysis and discriminant analysis. The results indicate that there are different factors influencing choice between users and non-users. The religious factor, which is the nature of Islamic banking, affects positively and decisively existing customers to a point where it undermines the effect of other determinants while negatively affecting non-users. Moreover, the results shows that services' quality and convenience and the use of electronic means determine the choice of non-users.

Online publication date: Wed, 04-Jan-2017

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