Title: The effect of service quality and religiosity on electronic word of mouth through satisfaction in Islamic banking in North Africa

Authors: Kaouther Jridi; Amel Chaabouni; Fatma Bakini; Mayssa Harbaoui

Addresses: High Institute of Management, University of Tunis, 41, Avenue de la Liberté, Cité Bouchoucha, Le Bardo 2000 – Avenue de la Liberte Tunis, 2000, Tunisia ' High School of Economics and Commerce, University of Tunis, 4, Rue Abou Zakaria El Hafsi, 1089 Montfleury – Tunis, Tunisia ' High Institute of Management, University of Tunis, 41, Avenue de la Liberté, Cité Bouchoucha, Le Bardo 2000 – Avenue de la Liberte Tunis, 2000, Tunisia ' High Institute of Management, University of Tunis, 41, Avenue de la Liberté, Cité Bouchoucha, Le Bardo 2000 – Avenue de la Liberte Tunis, 2000, Tunisia

Abstract: This study aims at investigating not only the impact of service quality (SQ) and religiosity on the satisfaction of Islamic banks' clients, but also the impact of satisfaction on electronic word of mouth (e-wom). Data have been collected from 120 customers of three Tunisian Islamic banks. The analysis of the data by the structural equations has allowed it to put the hypotheses through empirical evidence. The findings confirmed a relationship between dimensions of service quality and customer satisfaction. A positive relationship with the satisfaction of Islamic banks' customers and the electronic word-of-mouth has also been found. However, the paper has not found any significant relationship between the religiosity and the bank customers' satisfaction. This is a pioneering research effort bringing into play three concepts at the same time: service quality, customer satisfaction and e-wom within the context of Tunisia.

Keywords: service quality; religiosity; electronic word-of-mouth; e-wom; customer satisfaction; Islamic banks; North Africa.

DOI: 10.1504/IJIMB.2018.098527

International Journal of Islamic Marketing and Branding, 2018 Vol.3 No.4, pp.278 - 298

Received: 18 Jul 2018
Accepted: 29 Dec 2018
Published online: 25 Mar 2019 *

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