Tunisian customers' motivation to choose between Islamic and conventional banks
by Nihel Ziadi; Kaouther Beji
International Journal of Islamic Marketing and Branding (IJIMB), Vol. 3, No. 4, 2018

Abstract: This research has proposed solving the problem of identification of the added values of Islamic banking compared to the conventional bank. The objective of this research is an attempt to contribute to this debate between supporters of Islamic banking and orthodox liberal economists who deny him any superiority to conventional banking. The results obtained in the research, statistically all theoretical hypotheses were confirmed, as it seems that the overall theoretical model is validated. Thus, the behaviour through the rules of Islamic ethics comes as the most attractive value as perceived by the Tunisian banked at this bank. Compliance with the 'Sharia' which covers all the regulations and the Islamic banking practices is a strong determinant of the value of Islamic banking.

Online publication date: Mon, 25-Mar-2019

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