FAITH, TRUST AND PIXIE DUST: A COMPARATIVE STUDY OF CONSUMER TRUST IN ISLAMIC BANKS
Authors: Robson, J., Ashraf, S. and Abdullrahim, N.
Conference: Academy of Marketing Science
Dates: 18 May-21 October 2016Abstract:
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.