Antecedents of trust towards Islamic banks: a qualitative study Online publication date: Mon, 25-Mar-2019
by Nabila El Jed; Mustapha Zghal
International Journal of Islamic Marketing and Branding (IJIMB), Vol. 3, No. 4, 2018
Abstract: All over the world, customers have adopted Islamic banks for various reasons (Sharia compliance, quality of services, ethical behaviour, etc.). Trust is one of the major factors in patronising Islamic banks. The purpose of this paper is to determine the antecedents of trust towards Islamic banks in Tunisia. The paper is designed of two parts: a literature review on Islamic banking, followed by a qualitative study. The data was collected via a semi-directive interview administered to a convenience sample of 12 people. Then, it was processed using a thematic analysis. The literature review identified two groups of antecedents: characteristics of customers (religiosity, familiarity and propensity to trust) and characteristics of Islamic banks (communication, Sharia compliance, reputation as well as shared and ethical values). The qualitative study confirmed this choice. Indeed the value of this article lies in the fact that this study took into account the characteristics of both Islamic banks and consumers.
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