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ISSN: 2308-7056 Akhtar, Jameel, Zia, Bano & Usman (2016)

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www.irbas.academyirmbr.com May 2016

International Review of Basic and Applied Sciences Vol. 4 Issue.5

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Customer Satisfaction on Islamic Banking in Okara, Punjab,

Pakistan

NAEEM AKHTAR Lecturer; Department of Management Sciences

University of Okara, Pakistan

E-mail: [email protected]

NASRULLAH JAMEEL Student of MBA; Department of Management Sciences

University of Okara (Punjab), Pakistan.

E-mail: [email protected]

HAFIZ TAHIR ZIA Student of MBA; Department of Management Sciences


Email: [email protected]

SIDRA BANO Student of MBA; Department of Management Sciences



MUHAMMAD USMAN Student of MBA; Department of Management Sciences



Abstract

Developing countries depends upon financial institution for running and raising capital, but banks are

playing vital role in economy of the country. Since late 1990’s entry of the foreign investors and banks

created competition environment and main focus on customer satisfaction through service quality. Services

quality is the major key factor to compete in the banking industry. Competitor try the best to fulfill

customer satisfactions in this sector. The objective of this study is to explore the relationship between

customer satisfaction and service quality of Islamic banking in Okara Pakistan. A survey method used for

collection of data from customer of Islamic banks, male and female. For analysis of data used SPSS

software. There is a positive relationship between customer satisfaction and providing good service quality

of bank, image of bank as goodwill, and accessibility of the bank.

Key Words: Customer Satisfaction, Service Quality, Brand Image, Accessibility of Bank.

mailto:[email protected]






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Introduction

The present study shows the relationship between banking system and behavior of its customer. The main

study with variables and highlight satisfaction of customer in Pakistan related to banking sectors especially

Islamic point of view. (Ahmed Imran Hunjra, 2012). Banks are major elements in economy for every

country. Pakistani banking system have long historic places. In 1990 foreign and private banks provide the

environment of competition and customer satisfaction (Haroon Rasheed, 2012). Investment in Islamic

banking customer satisfaction and behavior of Islamic banking is good because Islamic banking provide

clear all rules and regulation about investment and its profits (Othman Ibrahim Altwijrya, 2013).

This paper to investigate the level of customer satisfaction through awareness from the banking sectors.

Islamic countries prefer that banking system because Muslim prefer the Islam and follow that banking

system who guide and complete implementation (Yvonne Saini, 2011). Islamic banking concept is not new,

the rival of commercial banking sectors is only Islamic banking system, because it is not proper accept

interest. In this study 156 cities selected for research and found many people like Islamic banking products

(Naveed Azeem Khattak, 2010).

Islamic banking system and conventional banking system are rival in industry but Islamic banking to

compete successfully with conventional banks (Saad, 2012). Islamic banking system is more efficient from

commercial banks because Islamic law and principle, ethical behavior of employee, low services charges,

fast transaction, 24 hours’ services, interest free loan, and ATM debt card without annual fee (Salih Yildiz,

2014). Today customer satisfaction is main tools for successful business in market. Banks not provide

proper knowledge about services with term and conditions, after that in this situation customer affect and

move to the next (Mandal, 2015).

In Oman conventional banking sectors emerge to Islamic banking system. In Oman Islamic banking system

is new but people prefer that and all transaction through it. Customer satisfaction is more powerful in Oman

related to Islamic banking system (Begum, 2014). Services quality is the major issues in market over all the

world. Therefore, banking sectors are trying to achieve customer satisfaction and full attention through

better services quality (Chaudhry Kashif Mahmood, 2013).

Image

In Turkish Islamic banking have only five percent share in financial system. Turkish need to awareness and

provide proper knowledge for the satisfaction of customer (Okumuş, 2015). This study the main aim of

customer satisfaction and improvement the level of banking sectors through their loyalty in better way

(Mubbsher Munawar Khan, 2014). The basic purpose of this study to measurement the customer

satisfaction and loyalty in Islamic banking (M. Taimoor Hassan, 2012). In this study the main aim is to

investigate consumer’s preference on Islamic banking system. To examine the basic reason of customer for

selecting or choosing Islamic banking product rather than conventional banking products (Barathy

Doraisamy, 2011).

Services quality is main term in market and affect perfectly on customer satisfaction with loyalty. A strong

relationship and proper knowledge is main indicator for customer satisfaction (Rini Rahayu Kurniati,

2015). In this study we examine and explore the level of customer awareness and satisfaction from Islamic

finance sectors through research customer not proper awareness and not provide pepper guideline about

Islamic finance in Kuwait (Kamal Naser, 2013). There are little experiential studies focusing on customer

satisfaction customer loyalty, and services quality in Islamic context of banking institution. (The Impact of

Service Quality and Customer Satisfaction on Customer's Loyalty in Jordan Islamic Bank). Islamic banking

system and product is highly appreciated in Pakistan. This study only focus on customer satisfaction and

image of Islamic banking in customer’s mind (Abdul Ghafoor Awan, 2014).


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Customer satisfaction is major aspects in banking sectors if employee provide better quality services than

customer attract with them. This research is main aim to check the satisfaction of customer and behavior of

employee (Hamdani, 2014).

Services

The scope of Islamic banking system was limited because people not have proper knowledge about it, but

now a day improvement in the banking sectors especially Islamic banks through awareness (Muhammad

Shahid Azam, 2014). Data was collected through observation and interaction with the website as result

Islamic banking and conventional banking are totally focus on awareness and satisfaction with trust (Qadar

Bakhsh Baloach). Globally Islamic banking is growing rapidly through this study customer’s awareness

level about products from Islamic banks to access customer’s services utilization decision. (Ashfaq Ahmad,

2014). In this study customer awareness about Islamic banking the relationship between services and

satisfaction of product and customer (Muhammad Naeem Akhtar, 2011).

Due to awareness Islamic banking grow rapidly in Muslim countries. In this study examine how to

customer satisfied in banking sectors, after research customer demand proper knowledge about banking

product (Mu’azu Saidu Badara, 2013). The basic aim is to effect of service quality on customer satisfaction

and customer loyalty. Financial institution’s image used to variable relationship, services quality,

satisfaction of customer and customer loyalty (Warsito). Islamic banking is concept of purely banking

depends upon Islamic rules and regulation, after collection of data result were collected from research

maximum people like Islamic banking system (Muhammad Rizwan, 2014). Customer satisfaction is the

important factors in banking sectors. In this study examine the customer satisfaction with banking operation

(Ali Joma Khafafa, 2013).

Banking system was introducing Jews first time where practices financially in open markets. In Pakistan

banking system divided into two part, first is Islamic and conventional banking. Islamic banking system is

based on function of Islamic law (Khan, 2014). Banking sectors are provided only services and achieve

fully satisfaction of customer. Banks very helpful economic and globally position of the countries through

services (Usman Taseen, 2010). Customer satisfaction and employee behavior is main factors of the bank

activities (Muhamad Abduh, 2012).

Research Objectives

To identify the relationship between accessibility and customer satisfaction.

To investigate the relationship between image and customer satisfaction.

To find out the relationship between services and customer satisfaction.

Research Questions

What is the relationship between accessibility and customer satisfaction?

What is the relationship between image and customer satisfaction?

What is the relationship between services and customer satisfaction?

Problem Statement

Now a day, research has been conducted at banking sectors especially Islamic and conventional

commercial banking of Pakistan. There are many variables for discussion in banking sectors but here only

four variables for discussion and explore, first one is customer satisfaction (dependent variable), second

one is service quality, third one is brand image, and forth one is accessibility of banks (independent

variables). All variables discussed in this paper, but at this time focus only on customer satisfaction for


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better and enhancement of productivity. Banks play a vital role to rise economy conditions in every country

but not support and response in developing countries. At this time require completely focus on at this sector

because banks are back bone of developing countries.

Significance of Study

Educational Importance

This study is more effective for student especially finance and accounting section, in this study we are

discussing about all banking relation with Islamic banking. Student have little knowledge about banking

sectors, through this study provide full awareness about it. Islamic concept is clear because we are

Muslims. Islamic banking is totally depending upon Islamic rules and regulation, on the other hand,

conventional commercial banking is totally depending upon interest basis. As a Muslim not go to

commercial banks only choose Islamic banking sectors for every transaction.

Practical Importance

Now a day, every country wants to improve financial position through investing and banks paly vital role in

economy condition in every country. In Islamic countries people wants to invest money through Islamic

channel and earn profit, then Islamic banking is more helpful and provide Islamic platform for investing

and earning profit according to Islamic rules and regulations.

Literature Review

The study was conducted on banking sectors from Brunei Darussalam, Saudi Arabia. Customer awareness

was mediator variable and it have impact on customer satisfaction. In this study research takes two

independent variables first one is service quality and second one is quality product. Researcher used to

questionnaire survey method for collection of data form banking employee of Brunei Darussalam, Saudi

Arabia. It is significance and positive relationship between themes (Bashir). Islamic banking is playing

vital role in economy of every country. This study was conducted from Pakistan and choose banking sector.

Customer satisfaction was the main variable and impact on satisfaction of customer. Data was collected

from banks through questionnaire with the help of survey from 200 employee. Data analysis tools used to

SPSS version 18.0. Correlation and regression (Ashfaq Ahmad, 2014).

Customer awareness is the main variable in this study and it have impact on customer satisfaction. Data

was collected from Islamic banking through questionnaire with the help of survey. SPSS and AMOS used

for data analysis and testing. Here in this study find out the positive significance relationship between

customer satisfaction and service quality (Muhammad Naeem Akhtar, 2011). From the past ten year

Islamic banking system used for transaction and short term or long term investment in Islamic countries.

Huge increasing in banking sectors with the help of Islamic banking law. Customer awareness level is the

main variable in this paper, researcher used to descriptive and correlation method for analysis, 150

branches, and male and female were both. Customer satisfaction and recommendation is the main purpose

of this study (Muhammad Imran). Research was conducted from Malaysia in Islamic banking sector. In this

study researcher explained in Malaysian Islamic banking system improved by non-Muslims. Non-Muslims

are much interested and involve more than Muslims customers in Islamic banking of Malaysia. Researcher

comparison from Muslim and non-Muslim customer’s in Malaysia and find out better and bigger from the

Muslim (Farah Amalina Md Nawi, 2013). This study was conducted from Islamic banking of Nigeria

country. Researcher focus on services quality and customer satisfaction here. Data was collected from 209

employees and analysis through structural equation modeling SEM using AMOS 16, service quality,

customer satisfaction, customer loyalty, and quality product are main variables in this research paper

(Mu’azu Saidu Badara, 2013).


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In this article researcher was conducted research from Islamic banking in Malaysia. Services quality is the

main variable and it have impact on customer satisfaction. Researcher used to survey method to collect data

from Kuala Lumpur Malaysia. The population size of this research was 100 customers and employee,

researcher used to hypothesis by performing regression analysis (Zeyad M. EM. Kishada, 2015). Saudi

Arabia is the mother country of all Islamic countries. In this research paper researcher explain and explore

the behavior and satisfaction of Islamic banking system from customer and employee of the banks.

Researcher choose population size 216 and used to questionnaire survey method for data analysis. Saudi

Arabia Islamic banking system provide first time ATM machine for satisfaction of your customer. (Othman

Ibrahim Altwijry, 2013).

Islamic countries depends upon Islamic rules and regulations. Iran is also Islamic country and have a

Islamic banking system in your country. Researcher try to explore the main variable financial services

depends upon customer satisfaction in this paper. Researcher used to 400 population size from employee

and customer. Data collect from 30 branches of Iran Islamic banks, questionnaire survey method used to

collect data and tested by related statistical tools (Dr. Hamed Haghtalab, 2012). The main purpose of this

study, the relationship between excellent services and customer satisfaction. There are main variables in

this paper. Researcher used to correlation and positive significance relationship with them. This study was

conducted from Indonesia, branch of KDI Islamic banking system (Muhammad Yunanto, 2012). The aim

of this research is to determine the level of satisfaction in banking system or banking sectors especially

Islamic banking in Lahore, Punjab, Pakistan, and Asia. The main variable is customer loyalty depends upon

customer satisfaction. Researcher used to random sampling questionnaire survey system. Research gave

size of population 270 and replied only from 225. Data collect from banker’s customers and employees.

Researcher used to descriptive t-test, correlation, and regression for analysis of data (Mubbsher Munawar

Khan, 2014).

The banking sectors are playing a vital role in economy of every country. This study was conducted from

Bangladesh, Asia. In this paper Bangladesh have a large number of Islamic banking sectors and achieve

high level of attraction of customer through perfect and quality product. Researcher choose the Bangladesh

Islamic banking sectors for research study. Significance relationship between themes according to this

study. Research was conducted through structure equation model SEM with the help of 385 population

sampling. (Shohrowardhy, 2015).

In past 70s Islamic banking system are growing rapidly. Some of past days, Islamic banking industry not

working properly in financial market due to lake awareness. This study was conducted from Gujranwala

Division Pakistan. The main variable in this study employee responsibility and it have impact on customer

satisfaction. Researcher choose 126 sample size from Islamic banking sectors and conventional banking

sectors, basically the comparison with Islamic banking and conventional banking sectors (Adnan Bashir,

2011).

Research Model

Customer

Satisfaction

Accessibility

Image

Services

Independent Variable Depended Variable


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Research Hypothesis

H1: Service quality has significance impact on customer satisfaction.

H2: Brand image has significance impact on customer satisfaction.

H3: Accessibility has significance impact on customer satisfaction.

Research Methodology

In this research paper, researcher adopt questionnaire survey method for collection of data and divided to

three part, first one is general information based on gender, age, group, and account holder of banks,

second one is reason of affecting customer satisfaction, and last one is global satisfaction of customer in

banking sectors. Researcher have fully consternate at customer satisfaction in this paper and study was

conducted from Malaysia in Islamic banking sectors. (Noradiva Hamzah, 2015)

Research Design

Here design of this study was descriptive and mentioned study at banking sectors with customer

satisfaction as current study with the help of previous study. Data used in quantitative form and result

shows as numeric and digital form.

Population

Selected whole banking sectors such as employee and its customer. Data collected from both side.

Sampling Technique

There are two sampling technique used for sampling, first one is Probability and second on is Non

Probability. Researcher used to convenient and judgmental sampling in this research paper.

Sampling Size

Data was collected from whole banking population both, customers and employee, counting number 161

was mentioned in this paper.

Research Instrument or Tools

Researcher was adopt questionnaire tools for research as per previous study based in current study.

Data Collection

Data collection from Survey approach and questionnaire in this research.

Data Analysis

Significance positive correlation was choose for data analysis and show in table form.

Frequencies

[DataSet1] H:\SPSS Data Input.sav


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Statistics

Male, Female Education Level Profession Situation of

Account

N Valid 140 140 140 140

Missing 0 0 0 0

At above statistic table the number of male & female, education level, profession, and situation of account

are 140.

Male, Female

Frequency Percent Valid Percent Cumulative Percent

Valid

Male 123 87.9 87.9 87.9

Female 17 12.1 12.1 100.0

Total 140 100.0 100.0

In this above male and female table, the frequency of male is 123 with valid and cumulative 87.9%, female

frequency is 17 with valid 12.1% and cumulative is 100%. The total frequency is 140 with 100% and valid

is also 100%.

Education Level


Valid

Matric 19 13.6 13.6 13.6

Intermediate 42 30.0 30.0 43.6

Bachelor 35 25.0 25.0 68.6

Master 43 30.7 30.7 99.3

5 1 .7 .7 100.0

Total 140 100.0 100.0

There are 4 education level, first one is matric, second one is intermediate, third one is bachelor, and forth

one is master. Here matric level of frequency is 19 with 13.6%, valid and cumulative are also 13.6%. The

intermediate level of frequency is 42 with 30%, valid is also 30% and cumulative is 13.6%. The bachelor

level of frequency is 35 with 25%, valid is also 25% and cumulative is 68.6%. The last one is master level

frequency is 43 with 30.7%, valid is also 30.7% and cumulative is 99.3%. The total frequency level is 140

with 100%, valid is also 100%.

Profession


Valid

Business Man 40 28.6 28.6 28.6

Job Holder 46 32.9 32.9 61.4

Shopkeeper 19 13.6 13.6 75.0

Student 34 24.3 24.3 99.3

5 1 .7 .7 100.0

Total 140 100.0 100.0

At the above table show the 4 profession, first one is business man, second one is job holder, third one is

shopkeeper, and last one is student. The business man frequency is 40 with 28.6%, valid and cumulative are

also 28.6%. The job holder frequency is 46 with 32.9%, valid is 32.9% and cumulative is 61.4%. The

shopkeeper frequency is 19 with 13.6, valid is also 13.6% and cumulative is 75.0%. The student frequency

is 34 with 24.3%, valid is also 24.3% and cumulative is 99.3%. The total frequency is 140 with 100% and

valid is also 100%.


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Situation of Account

Frequency Percent Valid Percent Cumulative

Percent

Valid

Current Account 119 85.0 85.0 85.0

Saving Account 20 14.3 14.3 99.3

3 1 .7 .7 100.0

Total 140 100.0 100.0

At the above situation of account, here mention two account according to Islamic banking system, first one

is current account and second one is saving account. Current account frequency is 119 with 85%, valid and

cumulative are also 85%. Saving account frequency is 20 with 14.3%, valid is also 14.3% and cumulative is

99.3%. Total frequency is 140 with 100% valid percentage.

Reliability

In the analysis of reliability statistics result of Cronbach’s alpha is 0.819 and showing more reliable result

with the help of 28 items.

Reliability Statistics

Cronbach's Alpha N of Items

.819 28

Correlations

Here pearson correlation result shown significance with 2 tailed, customer satisfaction are correlated with

accessibility, brand image, and service quality is 0.000, it is significance result. In this study service quality

are correlated with accessibility is 0.008, brand image, and customer satisfaction is 0.000. Brand image are

correlated with accessibility, service quality, and customer satisfaction is result 0.000. the result are

significance. Accessibility are correlated with service quality, brand image is 0.008, and customer

satisfaction result is 0.000. the result are significance.

Customer

Satisfaction

Service

Quality

Brand

Image Accessibility

Customer

Satisfactio

n

Pearson Correlation 1 .462**

.612**

.435**

Sig. (2-tailed) .000 .000 .000

N 140 140 140 140

Service

Quality

Pearson Correlation .462**

1 .502**

.222**

Sig. (2-tailed) .000 .000 .008

N 140 140 140 140

Brand

Image


.502**

1 .421**

Sig. (2-tailed) .000 .000 .000

N 140 140 140 140

Accessibili

ty


.222**

.421**

1

Sig. (2-tailed) .000 .008 .000

N 140 140 140 140

**. Correlation is significant at the 0.01 level (2-tailed).


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Model Summaryb

Model R

R

Square

Adjusted R

Square

Std. Error of

the Estimate

Change Statistics

R Square

Change

F

Change df1 df2

Sig. F

Change

1 .666a

.444 .431 .30088 .444 36.165 3 136 .000

a. Predictors: (Constant), Accessibility, ServiceQuality, BrandImage

b. Dependent Variable: CustomerSatisfaction

The result of above table try to understand the combination of dependent variable (customer satisfaction)

and independent variables (service quality, brand image, and accessibility) represented as R 0.666 and

0.444 represented as R Square. The adjusted R Square is 0.431.

Coefficientsa

Model

Unstandardized Coefficients

Standardized

Coefficients

t Sig. B Std. Error Beta

1 (Constant) .859 .302 2.841 .005

ServiceQuality .174 .063 .203 2.746 .007

BrandImage .428 .081 .420 5.288 .000

Accessibility .182 .060 .213 3.020 .003

a. Dependent Variable: CustomerSatisfaction

Coefficients table shows that the significance relationship between independent. Here service quality is

significance result at value 0.007, brand image is also significance result at value 0.000, and last one is

accessibility also significance result at value 0.003. All results are more positive significance output.

Conclusion

The result of this study provide the investigation of positive relationship between employees and customers

of Islamic banks in Pakistan. Comparison of customer satisfaction with services quality, brand image of

bank, and accessibility of banks are significance. There are many steps for enhance service quality, brand

image, and accessibility of banks to stay marketed, compete conventional bank competitor. Banks should

invest in training and development of employee performance for customer and enhance satisfaction of

customer. Well trained employee can better handle of customer problem and give efficient solution. Islamic

banks can build a new strategy for improving performance and relationship with customer. By the

environmental condition employee of the banks can impress customer and satisfy at bank product. Islamic

banks provide wide networking system and improve the satisfaction of the customer through new

technology and front door help at one phone call. In this study explain the relationship between commercial

banking and Islamic banking with all rules and regulations. Islamic banks protect economy of the country

and fulfil the demand of finance for running operations.

Limitation and Future Research

There are some limitation in this research. This study based on banking sectors especially Islamic banking

system in Okara, Punjab, Pakistan. At Islamic banking, there are many variables for discussion but I choose

only four variable, one of the dependent and remaining three independent variables. My dependent variable

is customer satisfaction and independent variables are service quality, brand image, and accessibility of


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banks. Due to shortage of time I discussed only four variables, but coming researcher choose other

variables for research related to Islamic banking or move to conventional banking with same variables.

Acknowledgement

I would like to express the deepest gratitude to the following that without their help, this project would not

possible: First to the sweet parents, Mr. and Mrs. Ashiq Hussain, who are always there with continuing

support, morally and financially. To most respected Mr. Naeem Akhtar, research Teacher University of

Okara, who always leading and helping me to finish this research paper. To most respected friends and

classmates, who are giving their comments and suggestion on how this research paper can improve.

And most of all to GOD, who gave me enough knowledge to think about this research paper and the

perseverance and determination to continue doing this paper.

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