FAITH, TRUST AND PIXIE DUST: A COMPARATIVE STUDY OF CONSUMER TRUST IN ISLAMIC BANKS
Start date: 18 May 2016
The importance of consumer trust is well established in the financial services marketing literature. Within Islamic banking, previous studies indicate that it is not only trust in the provider as a banking institution that is important to consumers, but also trust in the bank’s compliance with the consumer’s faith, Shariah (Islamic) principles. The latter is however a complex issue. On the one hand, there is a debate about the extent to which Islamic banks are truly Islamic and on the other, trust itself is multi-layered and dynamic. The aim of this study is to explore how trust, in this case in a bank’s Shariah compliance, is affected by context and culture.