The determinants affecting the preference of Islamic banking services in Tunisia
by Mohamed Bechir Chenguel
International Journal of Decision Sciences, Risk and Management (IJDSRM), Vol. 8, No. 3, 2019

Abstract: In Tunisia, the small number of Islamic banks could not make the balance with conventional banks, but despite this, Islamic banks showed great performance, and are making more efforts to attract more customers. The purpose of our work is to focus on factors influencing consumers to adopt Islamic banking services. We developed an econometric study, using data collected with a questionnaire sampling method. The survey questionnaire used in this study distributed 328 questionnaires and successfully received 141 questionnaires. Questionnaire data were processed by SPSS econometric data processing software. We developed an approach based on correlation and multiple regression analysis. The regression and correlation results showed a relationship between the dependent variable (adoption of Islamic banking) and other independents variables (degree of religiosity, consumer knowledge, reputation, costs, and advertising. Based on the results, we found factors that influence the adoption of Islamic banking in Tunisia, mainly the degree of religiosity, consumer awareness, reputation and costs. Only the advertising factor has no significant effect.

Online publication date: Mon, 20-May-2019

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