A study on consumers' preference towards Islamic banking services: An empirical investigation in Mersing, Johor / Zayanahusna Idris

The Malaysian Islamic banking sector, with 13% share of the total global Islamic banking assets, has continuously outperformed the conventional banking sector with average annual asset growth rate of 18.6% between 2008 and 2012, while conventional banking grew at 9.3% for the same period (The Star Online, 2014). This study, will determine the factors that influence consumer in choosing Islamic banking services in area of Mersing, Johor. This research paper aims to investigate the consumer perception, convenience of services, ethical organization and Islamic branding towards Islamic banking services. Data will be collected with total number of 160 questionnaires. A structural questionnaire is constructed to collect data to answer the research questions as being framed on related affective factors that influence consumers‟ preference towards Islamic banking services in Mersing, Johor. The questionnaire used closeended questions which is Likert-scale. In this study, we have employed reliability analysis, descriptive analysis, correlation analysis and regression analysis.
Keywords – Islamic branding, perception of services, convenience of services, ethical organization, consumers‟ preference.