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DOCUMENT

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Abstract
This study examines the awareness, service quality and product
effects on satisfaction 1 of Islamic banking in Malaysia. This model

[ the satisfaction ]

Unoriginal text: 8 words

www.deepdyve.com/lp/emerald-publishing/an-examination

Passive voice

Unoriginal text: 9 words

www.macrothink.org/journal/index.php/ijafr/article/downloa

Unoriginal text: 10 words

www.deepdyve.com/lp/emerald-publishing/an-examination

[ year,.

[ act

[ 1983, ]

[ banking

begins with SERVQUAL measurement scales consisting of six

dimensional structures: reliability, tangibles, assurance,
responsiveness, and empathy, and plus the compliance dimensions
to 2 rate Islamic banking service quality. The results showed that the
proportion of Malaysian non-Muslim awareness of Islamic banking
products and services were low compared to Muslims customers.
Most of the Islamic banking customers were contented 3 with the
overall service quality provided by their banks.
Awareness, Service Quality and Product Effects on Satisfaction of
Islamic Banking in Malaysia
Objective
The objective of this study is to measure the awareness, service
quality and customer's satisfaction in Malaysian Islamic banking. This
study is important with the obvious cross-cultural and religious
difference between Muslims and non-Muslims.
Introduction
Nowadays, Islamic banking is one of the most popular topics in
Muslim countries. More than 100 countries were open up or set up the
Islamic banking. According to the Asian Banker (2005) a financialservices consultancy, 4 there was an overall $300 billion in assets that
are increasing by 15 percent a year, 5, 6 . 60 percent of the population
is Muslim, both Islamic banks and conventional banks operate side by
side in Malaysia. Bank Islam Malaysia Berhad (BIMB, 2004) was
established under Bank act 7 1983 8 and it was the first Malaysian
Islamic Bank. Now, there are 11 Islamic banks under the Islamic
banking 9 Act 1983 and 8 10 dual-window banks under the Islamic
Banking Scheme are offering is providing Islamic banking products

10

[ 8

year, ]
Act ]

Banking ]

eight ]

and services in Malaysia. The Islamic banking system runs in parallel

with the conventional banking system in applying a dual-window
banking system (Bank Negara Malaysia, 2007).
Bank's trade and corporate financing with non-Muslim clients are
about70-80 percent 11 reported by Bank Islam (BIMB) (Malaysian
[ percent

percents ]

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Business (Ngui, 2004)). Thus, Islamic banking is not only interest by

Muslim costumers 12 but distinctly non-Muslims costumers see
benefits from such a system. The competition to retain and attract

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11

[ percent

percents ]

12

[ costumers , ]

13

[ in terms of

regarding ]

14

[ in order to

to ]

15

[ lewis

16

Passive voice

17

[ the customer or a customer ]

Muslim and non-Muslim customers is likely to increase in an addition

liberalized global banking industry and competitive. More foreign
players are likely to enter into Malaysian Islamic banking in the future,
by that means pushing local banks to innovate and compete more
aggressively in developing products and services. They are
nonetheless competing in the same market in terms of 13 offering
complementary products and services although there is an
unsimilarity between conventional banks and Islamic banks (Naser
and Moutinho, 1997). So, Islamic banks may need to develop effective
marketing strategies, upgrade and improve their technological
capabilities and develop their human resources in order to 14
compete. In a particular, there is a need for Islamic banks to maintain
and develop better service quality and customer satisfaction.
Literature Review
Service quality and customer satisfaction
In the service literature, Oliver (1980) justified that customer
satisfaction entails the full meeting f customer expectation of the
products and services. They are satisfied if the perceived performance
matches or even exceeds customer's expectations of services and if it
does not, they are not satisfied (de Wulf, 2003). An unsatisfied
customer tends to make negative word-of-mouth and show their
negative impression to other customers in the real world (lewis 15,
1991; Newman, 2001; Caruana, 2002). These negative and positive
word-of-mouth communications are very useful especially in Asian
countries such as Malaysia, where social life and culture are

Lewis ]

structured 16 in a way to improve social relationships among them.

Othman and Owen (2001) suggest that there is a strong link between
SERQUAL and customer satisfaction. In the Islamic banking industry,
customer 17 has put the criteria of customer satisfaction towards
service quality provided by their banks. In Malaysia, there were no
large different between both Muslim and non-Muslim customers in this
respect. For example; friendliness of bank personnel; fast and efficient
service; speed of transaction are as 18the key criteria which they have
satisfied by their banks; confidentiality of bank (Haron et al., 1994).

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Young costumers places 20 more emphasis on factors like a bank's

reputation, friendliness of bank personnel, 24-hours ATM, convenient

18

[ are as ]

location, and availability of parking space in selecting their banks

19

Incomplete comparison

which is 21 finding from college students in Bahrain (Almossawi,

20

[ places

21

[ is

22

Wordiness

23

Unoriginal text: 14 words

www.ijbssnet.com/journals/Vol_2_No_16_September_2011

24

Incorrect adverb placement

musharakah, but they were not using these specific types of Islamic

25

[ terminology

banking. But surprisingly, their results reported that 47 % of Islamic

26

[ mudharabah, ]

banking customers were totally unaware of ijara. 44% percent of the

27

[ indicates

respondents held 29 and account in financing investment 30 and the

28

[ murabahah, ]

place ]

2001). 19 The bank's ability to deliver these benefits on an on-going

basis probably influences the level of customer satisfaction.

are ]

Nowadays, banks have provided innovative and creative methods of

satisfying customers, such as online system and internet banking, call
center and telephone. Competitiveness and convenience of the bank
are two important factors which are likely to dominate the overall
satisfaction levels of a costumer and in a recent study; they also found
that the performance of the service provider on core and relational
dimensions of 23 services was an important utility for customer
satisfaction in retail banking (Levesque and McDougall, 1996). 22
The understanding of Islamic banking terminology
This section measured whether both Malaysian Muslim and nonMuslim customers understood Islamic banking terminologies in term
of products and services. The results show that terms such as riba (84
percent), murabahah (61 percent), mudharabah (75 percent), and
ijarah (64 percent) are mostly understood. Hence, just about 27
percent of muslim respondents could not define the meaning of ijarah
and murabahah. Astonishingly, more than 50% non-Muslim
customers could answer correctly the meaning of mudharabah and
riba 24 and had little understanding of murabahah and ijarah, but most
of them were using these products and services.
The study organized by gerrard and Cunningham (1997) records that
Muslim respondents in Singapore were unaware of the specific
meaning of Islamic banking terminology 25 such as musharakah,
mudharabah 26 and ijarah. In the meantime, Naser et al. (1999)
indicates 27 that Jordan's customers were more aware of specific
Islamic banking terms of mudharabah, murabahah 28 and

majority of the costumers indicated that they held a saving account

and current account. These results indicated that most frequently

terminologies ]

indicate ]

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Muslim and non-Muslim customers held saving accounts.

Results

29

[ held, ]

The results showed that the majority of respondents 31 have a positive

30

[ investment , ]

31

Unoriginal text: 8 words

www.nepjol.info/index.php/IJE/article/view/12633

32

[ impression about

33

Passive voice

had the highest regression coefficient (0.999). It symbolizes that

34

[ reliability , ]

Muslim and non-Muslim customers are looking for banks that provide

35

[ positive remarkable

36

[ positive

37

[ are able to

impression about 32 the overall service quality provided by Islamic

banking. Moreover, the Malaysian Islamic banking customers were
very satisfied with the products and the services provided by their
bank. While, the Islamic bank customers in Bahrain were satisfied with
those products and services provided by their bank, but not satisfied
with the financial facilities.

impression of ]

Discussion and conclusions

The aim of this study is to examine the relationship between service
quality and customer satisfaction and to measure service quality
perception of Islamic banking customers in the context of Malaysian
Islamic banks. The SEM approach was used to verify the constructs
framework that customer satisfaction was influenced 33 by the
perception of Islamic banking service quality.
The results showed that the six dimensions (reliability,
responsiveness, tangible, empathy, assurance and compliance with
Syariah) are distinct constructs. The results also tell that Islamic
banking service quality consisting of six dimensions has appropriate
reliability 34 and each dimension has a positive 36 remarkable 35
relationship with Islamic banking service quality.
For Malaysian Islamic banking service quality, reliability as the main
key driver of service quality, followed by tangible, empathy,
responsiveness, assurance and compliance, respectively. Reliability

services at the promised time, are able to 37 understand, solve the

positively ]

problem and cooperative, and offer a wide range of products and

services. From that, Malaysian Muslim and non-Muslim customers
more worldly concerned with the reliability dimension than other
dimensions as a key factor in establishing relationship 38 with their
banks. At the same time but in another place, there was a similar
results 39 were found in UAE Islamic banking in that the reliability was

can ]

remarkable positive ]

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the most important dimension (Al-Tamimi and Al-Amiri, 2003).

From research to the relationship between service quality and
customer satisfaction, it suggested that service quality has a positive
relationship with customer satisfaction (Parasuraman et al., 1988,
1991). The investigative of this study indicate that the establishment of

38

[ a relationship or the relationship ]

39

[ results

40

[ the customer or a customer ]

41

Passive voice

42

[ banks , however

43

[ however, ]

44

[ need

45

[ is depend

46

[ the majority or a majority ]

47

[ Generally, this

result ]

higher levels of service quality will lead customer 40 to have a high

level of satisfaction. From that, these indicate that service quality is
positively associated 41 with customer satisfaction in Malaysian Islamic
banking. So, the literature suggests that the implication is clear, the
better the service quality, the higher is the customer satisfaction.
Islamic banking customers are satisfied with the overall service
quality provided by their banks, however 42, 43 it is not guaranteed that
their customers do not switch to other banks. Hence, Islamic bank
need 44 to raise and enhance the relationship between bank and
customer, and this is depend 45 on customer trust towards the
principles of Shariah (compliance) used in creating that relationship.
Implications and recommendation for management
In the context of the history banking relationship, majority 46 of them
have had banking experience and dealt with Islamic banking for more
than one year. The higher number of year relationship between
customers with their banks, the greater degree of their customers in
holding the bank accounts. It will be more benefit for Islamic banking

banks . However ]

needs ]
depends ]

to maintain a long-term relationship with their customers.

Generally, this 47 study highlights that Malaysian consumers are more
satisfied with products and services provided by fully-fledged Islamic
banking and dual-window banking. In this case, reliability Thus,
Islamic banks should focus on strategic choice and do more
promotion in providing services and products which are more
innovative in order to 48 obtain competitive 49 advantage. Islamic
banking may provide financial counseling to attract Muslim customers
to use more Islamic banking products and services where 60% of the
Malaysian population is Muslim. Islamic banking should be more
concern to 50 the potential target market. Nowadays, availability of
products and services and high competitiveness and innovation in a
global banking market, 51 requires that Islamic banking has no choice
but to focus on developing, attracting and retaining customer
satisfaction. It can be managed 52 if Islamic banking has good

48

[ in order to

to ]

This ]

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information about the level of bank customer satisfaction. In fact, the

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[ in order to to ]
[ a competitive or the competitive ]

50

[ concern to

51

[ market , ]

52

Passive voice

requirement of high-quality service may be a differentiation strategy in

enhancing customer satisfaction.
concern about ]