Title: Factors determining users' and non-users' choice of Islamic banks in Tunisia

Authors: Naoel Chaouch

Addresses: Univ. Manouba, ESCT, Campus Universitaire de La, Manouba 2010, Tunisia

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.

Keywords: Islamic banking; service quality; convenience; credit cards; Tunisia; Islam; Islamic finance; bank choice; bank services; e-banking; electronic banking; online banking.

DOI: 10.1504/IJIMB.2016.081308

International Journal of Islamic Marketing and Branding, 2016 Vol.1 No.4, pp.321 - 340

Received: 19 Dec 2015
Accepted: 03 Mar 2016
Published online: 04 Jan 2017 *

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