A study of the Bank Islam credit card in Kota Kinabalu: concept and practicality / Basuni Ampung

Bank Islam (M) Bhd (BIMB) offered an alternative in credit card product to Muslim users and it is also attracts non-Muslim to be involved in Islamic products. BIMB continues to lead the way and to assume the role of trendsetter for Islamic banking in Malaysia as a whole and as the leader in the Islamic Financial Industries, the expansion in the Islamic products become an envy to other conventional players who already in the market since then. Bank Islam Credit Card (BICC) is one of the Islamic products that managed to 'wow' the market with its attractive features and as the leader in Islamic credit card in Malaysia especially; it is more demanding for the users to evaluate its feature in in-depth analysis. There are some differences between BICC and conventional credit cards that need to be known by customers. The differences will be a competitive advantage to other to attract their own market segment. This study will be focusing on BICC and its practicality. This study will try to evaluate whether BICC concept is in parallel with their customers' perception, customer's satisfaction and customers' loyalty or retention. Thus, these variables will be further discussed more in this research. The overall finding suggests that, by understanding the BICC concept, it leads to customer loyalty.