Moderating effects of marketing communication and financial consideration on customer attitude and intention to purchase Islamic banking products: A conceptual framework

Mohammad Enamul Hoque, Nik Mohd Hazrul Nik Hashim, Mohammad Hafizi Bin Azmi

Research output: Contribution to journalReview article

1 Citation (Scopus)

Abstract

Purpose: The purpose of this paper is to introduce a conceptual framework that can facilitate investigations concerning the impact of marketing communication and financial consideration on the relationship between customer attitude and purchase intention of Islamic banking products and services. Design/methodology/approach: This conceptual paper is structured based on the extant literature; it provides a review of theoretical perspectives, highlights the gap and illustrates the significance for developing a framework. Findings: The authors identify notable patterns and limitations in previous empirical studies. Specifically, despite increasing interest in Islamic banking customer behavior, prior research has not given much attention to explore moderating effects on the customer attitude–intention link. This has left researchers and bank managers with very limited information to explain the conditions that enhance customers’ attitude and intentions toward Islamic banking products. Based on this backdrop, the paper displays a viable research model with propositions that assess potential moderating effects on the domain relationship. Research limitations/implications: This paper contributes to Islamic banking and management literature because prior research has predominantly focused on variables that directly influence customers’ behavior. This novel conceptual framework enables managers to better understand their customers and has implications for emerging themes, such as formulating strategies for specific customer groups and internationalization process. In addition, this paper provides a starting point to empirically examine whether and how the proposed moderators affect the link between customer attitude and behavioral intentions to purchase Islamic banking products. Originality/value: To the best of knowledge, this is the first attempt to introduce relevant moderating variables for investigating the attitude and intention nexus in an Islamic banking context. Furthermore, the authors propose a new measure, namely, profit-loss sharing proportions which could enhance customers’ intention to purchase Islamic banking products.

Original languageEnglish
Pages (from-to)799-822
Number of pages24
JournalJournal of Islamic Marketing
Volume9
Issue number4
DOIs
Publication statusPublished - 12 Nov 2018

Fingerprint

Purchase
Islamic banking
Moderating effect
Conceptual framework
Marketing communications
Customer attitude
Customer behavior
Managers
Internationalization process
Moderating variables
Proportion
Group processes
Empirical study
Limited information
Purchase intention
Profit
Behavioral intention
Design methodology
Moderator

Keywords

  • Financial consideration
  • Islamic banking
  • Islamic financial services marketing
  • Malaysia
  • Marketing communications
  • Profit-loss sharing proportions
  • Purchase intention
  • Theory of planned behaviour

ASJC Scopus subject areas

  • Marketing

Cite this

Moderating effects of marketing communication and financial consideration on customer attitude and intention to purchase Islamic banking products : A conceptual framework. / Hoque, Mohammad Enamul; Nik Hashim, Nik Mohd Hazrul; Azmi, Mohammad Hafizi Bin.

In: Journal of Islamic Marketing, Vol. 9, No. 4, 12.11.2018, p. 799-822.

Research output: Contribution to journalReview article

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