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Consumer trust and confidence in the compliance of Islamic banks

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Abstract

Islamic banks compete with traditional (non-Islamic) banks for customers. This article aims to provide insight into why some Muslims choose to bank with Islamic banks in Pakistan, while others do not. Specifically, it addresses the questions: to what extent are trust and confidence active influencers in the decision-making process, are they differentiated or are they one of the same? Also how does the Pakistani collective cultural context further complicate the application of these concepts? For the purposes of this article trust refers to people and their interpersonal or social relations whereas confidence concerns institutions such as banks. Drawing on interviews with Muslim consumers in Pakistan, this study provides further insight into consumer behaviour within financial services and specifically Islamic banking and contributes to our theoretical understanding of the concepts of trust and confidence.

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  1. Bournemouth University, Executive Business Centre, 89 Holdenhurst Rd, Bournemouth, BH8 8EB, Dorset, UK

    Samreen Ashraf, Julie Robson & Yasmin Sekhon

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  1. Samreen Ashraf
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  2. Julie Robson
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  3. Yasmin Sekhon
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Correspondence to Samreen Ashraf.

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2Following a PhD on the marketing of building societies, she worked in the insurance industry in a range of senior marketing roles. More recently her research has included marketing within the banking, broker, payday loan and Islamic finance sectors; and she has secured grants to support this work. She has recently co-authored a book chapter on financial services branding and has presented her work at events in both the United Kingdom and overseas to academic and practitioner audiences.

3Her areas of research include consumption of luxury brands and the study of materialism in cross cultural settings. Previously she has worked on research projects including financial services marketing as well as cross-cultural consumer research. She has published in Markets and Culture Journal, Academy of Marketing Review, Non- profit and Voluntary Sector Quarterly, International Journal of Market Research among others. She is also on the editorial board of the International Journal of Market Research and Associate Editor of the Journal of Marketing Management.

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Ashraf, S., Robson, J. & Sekhon, Y. Consumer trust and confidence in the compliance of Islamic banks. J Financ Serv Mark 20, 133–144 (2015). https://doi.org/10.1057/fsm.2015.8

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