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ABSTRACT During the last decade, the Islamic banking sector in Brunei Darussalam experienced remarkable and increasingly challenging development in the face of strong competition from conventional banks. The main objective of this paper
is to examine the effects of both service quality and product quality, and of satisfaction awareness of Islamic banking in Brunei Darussalam. This study also examines the reasons that consumers select Islamic banking. A questionnaire survey was conducted among Islamic banks’ customers. The findings show that the indirect effects of service quality and product quality on satisfaction awareness were positive and significant. They also revealed that consumers were aware of Islamic banking products and services to a certain degree; and the reasons for preferring them were profitability and religious principles. As a result, these findings provide the Islamic banking industry with helpful guidelines in its efforts to formulate suitable promotional policies to attract more banking customers. Keywords: Islamic banking, Islamic finance, customer awareness, customer
satisfaction, service quality, Brunei Darussalam.
1. INTRODUCTION
Customer satisfaction has been perceived as a key factor in finding out why customers
leave or stay with a bank. Generally, any bank needs to know how to keep their customers, even if they seem to be satisfied. As competition within the financial services industry is
more intense than ever, and as banking companies’ service menus are becoming
increasingly comparable, the need to understand bank customer satisfaction is vital (Rose
& Marquis, 2006). Service quality and product quality are vital elements in determining
customer satisfaction, as is customer awareness. In this context, quality is the key factor and is synonymous with the consumer’s ability to select from a wide array of products and
services that provide a closer match to his or her needs and desires (Ho, Lau, Lee & Ip,
2005). Following this, it is argued that the increasing perception of service quality and
product quality will increase customer awareness, which finally increases satisfaction. The
relationship between bank customers’ awareness, the quality of service they receive and
their level of satisfaction has been investigated in different countries, but there are few studies on Islamic banks. In regards to Brunei Darussalam, empirical research has never
been done, nor have the issues of customer awareness, service quality and product quality,
and customer satisfaction of Islamic banking been addressed. This paper aims to fill this
gap in the literature. Its main objective is to examine the awareness and satisfaction of
Islamic banking in Brunei Darussalam. It is interesting to note that this paper differentiates from other studies on the same topic as it investigates the indirect effects of service quality
and product quality on satisfaction through customer awareness (Bashir, 2012).
The remainder of the paper has been organized in the following way: Section 2 provides a
literature review. The research method is discussed in Section 3. Section 4 presents the
discussion and findings. The conclusion is presented in the final section.
3= ‘neither disagree nor agree’, 4= ‘agree’, and 5= ‘strongly agree’. Customer satisfaction,
awareness and quality of service were measured using a five-item criterion for each
question. The overall mean of perceived satisfaction, awareness, service quality and product
quality were 3.952, 3.376, 3.386, and 3.384 respectively. Individually, each of the five items
had mean scores that were above the neutral pivot on the rating scale. The data set was
analysed using the Statistical Package for Social Science (SPSS) Version 19.0.
3.2 Research Hypotheses
The hypotheses are as follow:
H1. Awareness significantly affects satisfaction of Islamic banking.
H2. Service quality significant affects awareness of Islamic banking.
H3. Product quality significantly affects awareness of Islamic banking. 3.3 Research Framework A research framework was constructed and formulated. The present paper identifies three variables that influence satisfaction, namely awareness, service quality and product quality. Based on the literature review, consumer awareness is the direct predictor variable, while service quality and product quality are the indirect predictor variables. The relationship between these variables is illustrated in Figure 1.
Figure 1: Research framework
4. FINDINGS AND DISCUSSION
4.1 Reliability Analysis
Cronbach’s Alpha statistic was computed to estimate the reliability of the data. The
reliability assessment of the entire scale was observed to be good, with Cronbach’s alpha
between 0.738 and 0.813. None of the reliability coefficients was below the 0.60 cut-off
point, which is considered to be the criterion for demonstrating internal consistency (Ulfat, 2013; Nunnally, 1978).
4.2 Analysis of the Respondents’ Demographic Profiles
The questionnaire’s first section was designed to gather information about the respondent’s personal background. The respondent’s demographic characteristics were presented in six
variables, including gender, age, marital status, nationality, monthly income and
occupation. As shown in Table 1, the majority of respondents were female (64%). At the
time of survey, most respondents were between 20 and 29 years of age (72%). Most were
single (78%) and about 21% were married. About 69% of respondents were students and
24% were government employees. Almost 97% were Bruneian and 3% were non-Bruneian. In regards to income level, the majority of the respondents earned incomes below BND1000
and 11% of them earned between BND2000-2999, followed by those who earned between
BND1000-1999 and BND5000-5999, while the lowest income levels earned between
BND3000-3999 and BND4000-4999.
Service Quality
Quality of Product
Awareness
Consumer
Satisfaction
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As detailed in Figure 2, the results showed that 72% of respondents were only familiar with
Islamic bank accounts. About 28% reported that they held accounts in both Islamic and conventional banks. As a result, holding accounts in both an Islamic as well as a
conventional bank enabled customers to make useful comparisons while evaluating both
service quality and product quality.
Figure 2: Bank selection by type
Table 2 shows that almost 60% of respondents held wadiah accounts, almost 26% held
current accounts, almost 13% held both wadiah and current accounts, and less than 2%
held investment accounts.
Table 2: Type of bank account
Type of account Frequenc
y
Per cent
Wadiah account 69 59.5
Current account 30 25.9
Investment account 2 1.7 Wadiah and current accounts 15 12.9
72%
28%
Islamic bank only Islamic and conventional bank
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From Figure 3, the customers’ track record of banking relationships can be reasonably
interpreted in the following ways: First, Islamic banks have shown good progress in
attracting customers from traditional banks. Second, about half of the respondents’ banking relationships extended beyond 5 years. Such a long relationship tenure signifies
the banks’ customer retention ability, as well as the customers’ loyalty to Islamic banking
products and services.
Figure 3: Length of customer relationship with bank
Table 3 shows the reasons respondents chose Islamic banking products and services; they
conventional banks should convert to Islamic banks. In addition, approximately 53% of
respondents agreed on the differences between the conventional and Islamic banking
systems. Around 43% of respondents considered the profit that accrues to a bank’s transaction before dealing with the bank.
Table 5: Awareness of the Islamic banking system
Statement Strongly
Disagree Disagree Neutral Agree
Strongly
Agree
You are aware of the instruments
used in the financing products Islamic banks offer, e.g. Mudharabah
3
(2.6)
3
(2.6)
27
(23.3)
65
(56.0)
18
(15.5)
In order to be known, Islamic banks
should do more promotion
0
(0.0)
1
(0.9)
15
(12.9)
49
(42.2)
51
(44.0)
Should conventional banks convert to
Islamic banks?
0
(0.0)
3
(2.6)
26
(22.4)
60
(51.7)
27
(23.3)
You are aware about the differences
between conventional banking system
and Islamic banking system
2
(1.7)
5
(4.3)
30
(25.9)
62
(53.4)
17
(14.7)
You consider the profit of the banking
transaction before dealing with the
bank
1
(0.9)
3
(2.6)
28
(24.1)
50
(43.1)
34
(29.3)
Note: figures in brackets denote per cent.
4.5 Analysis of Product Quality
Table 6 shows that 54% of respondents did not know that Islamic banks offered more
benefits than conventional banks. Approximately 45% of respondents did not have an
opinion on the information provided on Islamic banks and whether it can be easily
understood. Approximately 44% of respondents stated that they knew of the features and
benefits Islamic banks offered. Nearly 38% of respondents agreed that, compared with
conventional banks, Islamic banks offered interesting products that attract customers. Approximately 40% of respondents were neutral on any doubts about Islamic banking
products, while 41% had doubts on these products. This was a clear indication that
customers in Brunei had limited knowledge on Islamic banking products and services. It
also showed that the Islamic banks had not made an adequate effort in marketing their
products and services.
Table 6: Islamic banks’ product quality
Statement
Strongl
y
Disagre
e
Disagre
e
Neutra
l Agree
Strongl
y Agree
Islamic banks offer more benefits than conventional banks
2 (1.7)
8 (6.9)
62 (53.5)
36 (31.0)
8 (6.9)
Information on certain Islamic
banking products on leaflets/
brochures/ websites is sufficient
and can be easily understood.
3
(2.6)
7
(6.0)
52
(44.8)
47
(40.5)
7
(6.0)
Islamic banks offer interesting products that attract customers
more so than conventional banks
2 (1.7)
13 (11.2)
54 (46.6)
44 (37.9)
3 (2.6)
The features and benefits of the
Islamic banking products offered
by Islamic banks are known to you
3
(2.6)
7
(6.0)
51
(44.0)
52
(44.8)
3
(2.6)
You have doubts about Islamic
banking products
1
(0.8)
14
(12.1)
46
(39.7)
41
(35.3)
14
(12.1)
Note: figures in brackets denote per cent.
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As shown in Table 7, among survey respondents, approximately 46% were neutral on Islamic bank’s hours of operation. Approximately 27% agreed that working hours should be
increased, and only 10.3% and 13.8% respectively strongly disagreed and disagreed on
banking hours. Approximately 31% of respondents believed that Islamic banks were
efficient and time effective, while 14% and 5% respectively disagreed and strongly disagreed
on this point. The majority of respondents (40.5%) agreed that Islamic banks should open
more branches and ATMs locally and internationally (this point was widely accepted among respondents). In addition, 46% of respondents agreed that Islamic banks provide varieties of
services and 10% disagreed and 2% strongly disagreed. About 45% believed that customers
were required to follow many procedures/regulations in Islamic banks; 14% strongly agreed
on this point, compared with 3% and 0.9% respectively disagreed and strongly disagreed.
Table 7: Service quality of the Islamic bank
Statement
Strongl
y
Disagre
e
Disagre
e
Neutra
l
Agre
e
Strongl
y Agree
Islamic banks should lengthen
their hours of operation
4
(3.5)
12
(10.3)
53
(45.7)
31
(26.7
)
16
(13.8)
Services offered by Islamic banks
are efficient and time effective.
6
(5.2)
16
(13.8)
53
(45.7)
36
(31.0
)
5
(4.3)
Islamic banks should open up
more branches and ATMs locally and internationally
4
(3.5)
21
(18.1)
37
(31.9)
47
(40.5)
7
(6.0)
Islamic banks provide varieties of
services (Front-desk,
e-banking, SMS banking )
2
(1.7)
12
(10.3)
42
(36.2)
53
(45.7
)
7
(6.0)
Many procedures/regulations need
to be followed in Islamic banks
1
(0.9)
3
(2.6)
44
(37.9)
52
(44.8)
16
(13.8)
Note: figures in brackets denote per cent.
4.7 Analysis of customer satisfaction
Table 8 indicates that 45% of respondents were neutral on the profit rate offered by Islamic
banks. Around 36% of the respondents agreed that they were satisfied with the profit rate offered by the Islamic banks, compared with 12% of respondents that disagreed. The
majority of respondents (48%) were neutral on the promptness of Islamic banks’ customer
service delivery, and around 26% agreed that Islamic banks gave prompt service once the
customer asked for it, compared with 17% that disagreed. In regard to the assurance of products’ Shariah-compliance, 51% of respondents were agreed, and 12% strongly agreed
compared to only 3.4% who disagreed. Finally, on whether Islamic banks charged more than conventional banks, 44% of respondents were neutral, and around 44.8% agreed that
Islamic banks charged more than conventional banks.
Table 8: Satisfaction of the Islamic banks
Statement Strongly
Disagree Disagree Neutral Agree
Strongly
Agree
You are satisfied with the profit rate offered by Islamic banks
3 (2.6)
14 (12.1)
52 (44.8)
42 (36.2)
5 (4.3)
You always get prompt service
whenever you go to Islamic
banks
8
(6.9)
20
(17.2)
56
(48.3)
30
(25.9)
2
(1.7)
Islamic banks charge more than conventional banks
0 (0.0)
6 (5.2)
51 (44.0)
52 (44.8)
7 (6.0)
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Terms and conditions set by the Islamic banks are acceptable
1 (0.9)
14 (12.1)
46 (39.7)
44 (37.9)
11 (9.4)
Note: figures in brackets denote per cent.
4.8 Hypothesis Testing
4.8.1 Test of Hypothesis 1
As shown in Table 9, it can be concluded that a p-value 0.000 (significant) means the
independent variable (awareness) can significantly affect customer satisfaction with Islamic banking. Since the p-value calculated is smaller than alpha 0.01, H1 is accepted at a 5%
level of significance. The samples provided sufficient evidence that there is a significant
relationship between awareness and satisfaction of Islamic banking.
Table 9: Regression Analysis
Variables B Std. Error T value P-value
(Constant) 7.982 1.832 4.357 0.000
Awareness 0.452 0.092 4.918 0.000
R2 =0.175 F=24.183
(Sig. 0.000) α=5%
4.8.2 Test of Hypothesis 2
The model’s second hypothesis requires a test of the expected positive and significant effects of service quality on awareness. Table 10 presents the test results. As shown in
Table 10, the impact of service quality on awareness is positive and significant (p-value =
0.035 < 0.05). Thus, the regression model’s results provide strong support for Hypothesis 2.
Table 10: Regression Analysis
Variables B
Std.
Error T value P-value
(Constant) 10.413 1.630 6.389 0.000
Product 0.382 0.101 3.795 0.000
Service 0.172 0.081 2.130 0.035
R2 =0.229 F=16.760
(Sig. 0.000) α=5%
4.8.3 Test of Hypothesis 3
In Hypothesis 3, it is expected that product has an effect on awareness. Table 10 presents
the results of the test of Hypothesis 3. Table 10 also reveals that the effect of product on
awareness is significant (p-value = 0.000 < 0.05), therefore H3 could not be rejected.
Furthermore, based on the results, it can be inferred that the effect of service quality and
product on satisfaction is not direct but rather an indirect effect through awareness.
5. CONCLUSIONS AND RECOMMENDATIONS
The purpose of the present study is to empirically examine the impact of service quality,
product quality, and awareness on customer satisfaction of Islamic banking in Brunei
Darussalam. A questionnaire survey was conducted among Islamic banks’ customers. Its intention was to measure the awareness and level of customer satisfaction with Islamic
banks’ various basic elements of service delivery systems. The study’s findings indicate that
the establishment of higher levels of awareness will lead to a higher level of customer
satisfaction. As a result, they indicate that awareness is positively associated with customer
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satisfaction in Brunei’s Islamic banking. In addition, the findings of this paper are
consistent with previous studies that found a strong link between awareness and customer
satisfaction in Islamic banking. Furthermore, the results also show that the effect of service quality and product quality on awareness is positive and significant.
Islamic banking needs to promote an awareness of Islamic banking products and services
offered. These products and services need to compete with those of conventional banks.
Islamic banking has the potential to expand its market share and to convince consumers to
transfer their business to this sector by offering quality services and products, and by keeping in line with Shariah-compliance. Further research needs to be carried out in order
to identify other factors that influence consumers’ satisfaction of Islamic banking.
As the findings show, the majority of Islamic banking customers in Brunei have limited
knowledge of Islamic banking products and services. This is because Islamic banks have not done enough marketing. There is a need to educate customers on Islamic banking
products and services. Additionally, since customer satisfaction is an essential element of
the total package, Islamic banks could use a segment of satisfied customers in its promotional efforts to attract new ones (Hassan, Chachi & Latiff, 2008).
5.1 Limitations and Future Research
This paper points to several avenues for future research. The importance of service quality,
product quality and awareness of customer satisfaction has been identified. Awareness
alone cannot achieve the objective of creating customer satisfaction and awareness. Further
research should be considered to identify other variables that might influence these factors, such as information technology. Currently, banks intensively use technological
advancements and information systems.
In this paper, three limitations have been identified. First, the study only tested its model
and hypotheses in Islamic banks. Future research should test the same model using
different Islamic financial institutions. Second, both the sample size and the number of actual respondents were limited. Further research may be conducted on a wider sample.
This would provide more generalized conclusions for Islamic banks. Finally, in order to
reach a strong conclusion, a more robust analysis is needed. In order to greatly contribute
to the existing body of knowledge about customer satisfaction within the banking sector in
Brunei Darussalam, similar future research should be conducted on both the Islamic and the conventional banking sectors.
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