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ISLAMIC BANKING SYSTEMAND CUSTOMER SATISFACTION
(A case study of financial growth in Islamic banking sector in Pakistan and its practices)
Muhammad Asif, Assistant Professor, Indus University, Karachi, Pakistan.
Abstract
During the last couple of years, it has been a matter of great concern to a customer for making
sure if Islamic Banks in Pakistan do practice Shariah Principles in their daily banking. Different
school of thoughts and their conflict of interest have also raised a question among such
customers. With parallel to this it is also observed that there has been great financial growth in
Islamic Banks of Pakistan during last decade. This research intends to investigate if Islamic
Banks in Pakistan with their financial growth are able to satisfy their customers and gain
confidence among them with respect to Islamic banking practices as per Shariah Principles. For
this purpose, Regression Curve Estimation is applied on Quarterly Deposits of Islamic Banks in
Pakistan (from March 2003 to December 2013) to find out growth during the period. Whereas,
customer satisfaction is validated with the help of questionnaire designed to measure general as
well as specific satisfaction. For this purpose, Bank Reputation is taken as dependent variable to
show satisfaction level of customers towards Islamic Banking Practices, and, Product Quality,
Confidence in Product, Service Quality and Customer Care are taken as independent variables
to show their influence on customer satisfaction. A sample size of 200 respondents and their
consents are included to be the part of study. Correlation and Multiple Regression is used to see
significant relationship between dependent and independent variables as well as the impact of
predictors on Bank Reputation. Results show that there has been 17.7% financial growth found
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in Islamic Banks over the period of a decade and they have also been able to maintain
confidence among customer towards their perception about Islamic Banking Practice as per
Shariah Principles. More specifically, Product Quality has been highly significant to have
impact on Bank Reputation. Results could have been more significant if lager size of sample had
been taken into consideration by involving cities across Pakistan other than Karachi. This
research is also an initiative to open doors for all policy makers to introduce such products that
may have transparency in terms of documentation as well as practices. Hence, government,
policymakers and Shariah Advisory Board including all religious scholars should come a head
to introduce Islamic Financial Products with modification and to resolve such issues which
creates doubts among customers causing great hindrances for Islamic Banks to pace towards
progress and success.
Key Words :
Islamic Banking Practices, Shariah Principles, Deposits of Islamic Banks & Customer
Satisfaction
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INTRODUCTION
Islam puts much emphasis on “intention” towards any kind or good deeds. And so, kind deeds
shown off by an individual just for the sake of fame has no meaning in Islam. At one place,
Hadith says :
Abu Hurairah reported Allah’s Messenger (peace be upon him) as saying:
“Verily Allah does not look to your face and your wealth but He looks to your heart and to your
deeds’’. (Sahih Muslim, Vol. 4, p. 1362)
It is narrated on the authority of Umar ibn al-Khattab who said : I heard the Messenger of God
say :
Allah’s Apostle said,
“The reward of deeds depends upon the intention and every person will get the reward according
to what he has intended. So whoever emigrated for Allah and His Apostle, then his emigration
was for Allah and His Apostle. And whoever emigrated for worldly benefits or for a woman to
marry, his emigration was for what he emigrated for” (Saheeh Al-Bukhari-51).
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The above hadith reveals that the first example was that of the person who migrated to Medina
purely for the sake of God, seeking His pleasure and seeking to fulfill His command. The
Prophet (peace be upon him) stated that the deed of this type of person will be accepted by God
and he will be rewarded in the fullest. Whereas, the second example was of a person who
fulfilled this religious service outwardly, but his intention was not the pleasure of God nor
fulfilling His command, and so this type of person, although he may achieve what he was
intending in this life, will not receive reward for it from God, and the deed is not one which is
considered acceptable.
A muslim in all respect tries to follow the teachings of Islam. His intentions are reflected through
his act the way he does. He has firm belief in being rewarded against good deeds not only in this
world but in the life after death.
It is only for the sake of Allah’s happiness that a muslim keeps himself away from any act that
may cause annoyance of Allah. Among such acts, Interest is also one of the prohibitions where
Islam becomes very much strict. About Interest, it is clearly mentioned in Qura’an :
And if you do not do it, then take a notice of war from Allâh and His Messenger but if you
repent, you shall have your capital sums. Deal not unjustly (by asking more than your capital
sums), and you shall not be dealt with unjustly (by receiving less than your capital sums).
(Al-Baqarah-279)
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The above Quranic verse clearly restricts muslims from interest. Hence, a true muslim could
never think of carrying out any transaction that includes the factor of interest. At the same time,
it is also the matter of fact that no one can totally avoid interest in today’s world. According to
hadith, it is said that :
Hazrat Abu Hurairah r.a. reported that the Prophet said : A time will certainly
come over the people when none will remain who will not devour usury. If he does not devour it,
its vapour will overtake him. [Ahmed,Abu Dawood,Nisai,Ibn Majah]
Taken from Mishkat-ul-Masabih (volume 11, 218-227)
Hence, today’s time is the time period when people, even if they don’t want to, carry out their
transactions in the presence of interest with heavy heart. However, there comes the need of
proper implementation of Islamic Financial System to replace Conventional Financial System in
order to establish an economic system that is based on interest free financial system. Since it is
impossible for a financial system to exist in the absence of financial institutions, Islamic Banks
are also considered as an important factor (backbone) in order to ensure the existence of Islamic
Financial System.
As far as the activities of Islamic Banks are concerned, it can be classified into two groups. One
of the groups is based on such activities where in muslim countries due to laws and regulations,
it is not allowed to carry out any activity based on interest (riba). In such countries, there is no
competition between Islamic Banks and conventional banks. On the other hand, the other group
faces high competition in the presence of conventional banks as they operates their activities in
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non-Muslim or Muslim countries where interest rate-based banking is not forbidden. (Farahani &
Dastan, 2013).
As far as the growth in the field of Islamic Banks is concerned, a reasonable growth has been
witnessed during the last more than two decades not only in muslim countries but also in non-
muslim countries. Realizing the importance of asset-based banking, analysts recommend Islamic
Banks as a back-bone for the establishment of a well-developed Islamic economy.
Growth in any sector depends upon certain factors such as size of the firm, financial resources,
presence of technological capabilities, product diversification, diversified geographic market,
access to qualified workers and managers, location of business, government policies and working
capital etc. Focusing exclusively on the growth in Banking sector and its determinants, it is
found through different research that return on equity has positive relationship with the level of
interest rates, bank concentration and government ownership (Molyneux & Thorton, 1992).
According to another research , there is a positive association between the bank interest spread
and the default risk, opportunity cost of non-interest bearing reserves, leverage and management
efficiency (Angbazo, 1997). Research also finds that equity ratio, loan-assets ratio, operating
expenses ratio, and total assets explain about 67% of the variation in return on assets (Al-Omer & Al-
Mutairi, 2008).
It is also observed that growth in Islamic banks depends on rates of profit of Islamic bank, base
lending rate, consumer price index, inter-banking operating rate, religious belief of customers,
domestic tax rate policy, macroeconomic environment (Hassan, Sanchez & Safa, 2013).
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Since, Islamic Banking System is expected to be practiced as per the principles of Shari’ah,
researches find that there are some doubts about it. At one side, one cannot ignore the growth
and development that has been made in Islamic Banking sector, but on the other side, it is also to
be of great concerns whether these banks have been able to bring their customers in confidence
with respect to practices of Sharia’ah Principles in daily bankings. Consequently, there comes
the other factor in terms of customer satisfaction with respect to religiosity which causes Islamic
Banking sector to grow. Islamic Banks in Pakistan have two types of customers. Among those
there is a type of customers who simply believe that the bank is an Islamic bank and they are
treated under the shed of Islamic teachings during their banking visit hours. Whereas, the other
type of customers belong to those for whom Islamic banking practices and religiosity are of great
concern. They feel that Islamic Banks are of the concerns more towards financial growth rather
than practice of Sharia’ah Principles. This ambiguity among customers may lead to a very
serious issue and may also cause Islamic banks to lose even their current customers.
PROBLEM STATEMENT
There is no doubt to accept a reasonable and visible financial growth in Islamic Banking sector
in Pakistan. This sector has also been able to spread its network throughout Pakistan successfully
within the time period of more than a decade. But, at the same time, it raises a question if they
have also been able to satisfy their customer towards its banking practices as per Shariah
Principles. Therefore, this research intends to investigate about financial growth in Islamic
banking sector, its practices as per Shariah Principles and customer satisfaction towards it.
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OBJECTIVE OF THE RESEARCH
The objective of this research is to find out if Islamic Banks have been really able to satisfy their
customers with respect to its practices as per Shariah Principles where at the same time a
reasonable financial growth has also been shown in this sector. On the other way, this research
attempts to analyze general and specific perception of customers towards Islamic Banking
System in Pakistan. General perception leads to ordinary matters of banking system, whereas,
specific perception leads to matters related to Islamic Banking System and its practices as per
Shariah Principles. The research is also expected to come up with results that may identify if
these factors have significant impact on growth of Islamic Banking sector in Pakistan which is
ultimately one of the main objectives of Islamic Financial System towards the establishment of
Islamic Economic System.
LITERATURE REVIEW
As far as the development in banking sector is concerned, a research has found that there are
internal as well as external factors that determine growth and development of banks. Internal
factors may include cost to income ratio, equity to total assets (capital adequacy), loan to
customers & short-term funding and size of bank (total assets). Whereas, external factors may
include annual change in GDP, inflation rate, money supply growth, market capitalization to
total assets of the deposit and total assets of deposit money to GDP (Kosmidou, 2008).
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Research finds that determinants such as rates of profit of Islamic bank, rates of interest on
deposits of conventional bank, base lending rate, Kuala Lumpur composite index, consumer
price index, money supply and gross domestic product have different impact on deposits at both
Islamic and conventional banking systems. In most cases, customers of conventional system
behave in conformity with the savings behaviour theories. In contrast, most of these theories are
not applicable to Islamic banking customers. Therefore, there is a possibility that religious belief
plays an important role in the banking decisions of Muslim customers (Haron & Azmi, 2008).
A research finds that customer satisfaction in banking cannot depend on one or two customer
satisfaction approaches. Since customer are expecting more and more every day, there can be no
exact combination of several approaches that may be taken as base indicators for all banks. But
research has brought three determinants which are to be considered the most important for any
bank. They are : speed of services and decision process, security of funds and high confidence,
friendliness and helpfulness of personnel. It is also recommended that high service quality and
effective delivery system mix may have major short and long term impact on banks activities and
their competitive position. (Akdag & Zineldin, 2011)
If we go in details, the Islamic banking and finance discipline is around forty years old. By 2003,
there were 176 Islamic banks around the world in different Asian and European countries with
their total assets of approximately $147 billion. If we take a look on South Asian countries,
Islamic banking, in Pakistan, has been growing recently at a faster pace under the duel banking
system. It is also being followed more rigorously in Bangladesh under the increasing market and
public demands. At present, we find six fully dedicated Islamic banks with more than 100
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branches which run their affairs throughout the major cities of Pakistan. Other than these, there
are nine conventional banks that have 62 fully committed Islamic banking branches across the
country (Akhtar, 2006).
During the last decade, it is observed that there has been strong and fast growth in Islamic
finance and banking throughout the world. It is found through research that investment behavior
of a Muslim is influenced by Islam and its modes of finance. However, it depends upon the
religiosity of an individual up to which the investment is influenced (Imran & Mark, 2011).
Research suggests that policymakers need to analyze and realize the importance of Islamic
Financial System in developing countries like Pakistan. It may provide basis to such economic
body to look for the ways through which Islamic Financial System can be implemented
successfully with no doubts in the mind of potential investors who may bring a positive change
in economic activities of a country, ultimately, causing economic growth rate to be increased.
Realizing the significance of Islamic Investment Trend, the Shariah Board should also play its
vital role to practice Islamic Financial System as per the rules and regulations described by
Quran and Sunnah (Asif, Iqbal and Zaighum, 2014).
As far as different behaviors of Islamic banking customers are concerned, one possible reason
for deviation in their behavior is the results of Islamic teachings. Many of the verses in Qur’an
are found through which followers are encouraged to save irrespective of economic situations.
Therefore, at any time when there is growth in the economy and an increase in M3, composite
index, and CPI, they will continue to increase deposits at Islamic system. However, it is
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interesting to observe whether they will continue to save even during economic downturn (Haron
& Azmi, 2008).
According to a research, an investor behavior is definitely influenced by Islam and its principles,
however, it depends upon the degree of religiosity of an individual which effects investment
made by him. Moreover, there has been evidences among Muslim investors about “Western
Style” of wealth maximization as well as a desire to consider sustainable investment principles in
asset allocations (Tahir & Brimble, 2011).
It is observed that personnel at Islamic banks are not well trained in terms of exercising Shariah
principles towards achieving true objectives of Islamic Financial System. Since majority of staff
members have gained experience from conventional banks and have been serving Islamic banks
now, their main focus is only towards eliminating interest from banking transaction. Many of the
organizations arrange different conferences, seminars and training sessions to train personnel at
Islamic banks but it is not enough to help them develop with financial-cum-Shariah competence
(Khan & Bhatti, 2008).
It has also been generally observed that people living in Pakistan have doubts about Islamic
Banks and their practices. Especially the dispute among different religious scholars and conflict
of interest about Islamic Bank System has raised a big question mark on Islamic Banks in
Pakistan, their practices and their performances. At one side, Mufti Taqi Usmani is considered to
be the founder of introducing Islamic Banking System under the regulation of Shariah Board. On
the other hand, he also comments that Islamic Banking is not a pure Islamic Banking System but
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it is a step towards it. It was on his recommendation that initially (for the mean time), Ijaarah and
Murabaha was taken as preliminary financial products, and , it was decided that later Islamic
Banks will divert their business towards Musharaka and Mudaraba (which are considered to be
main financial products). But study shows that the major business activities of Islamic Banks are
based on Ijaarah and Murabaha, whereas, Musharaka and Mudaraba are given secondary
priorities (Zarwali, 2014).
With reference to a research, Shariah Supervisory Board has an important role to play in
ensuring Islamic banking practices as per Shariah Principles and good corporate governance for
Islamic Banks. It is because Shariah Supervisory Board serves two main functions. First of all, it
is made sure that no Islamic Bank is violating any of the Shariah Principles. Violating to such
principles would result in losing confidence among investors and clients. Secondly, when
individual is well aware of such principles and comply strictly with them, it becomes difficult for
Islamic banks to violate Shariah Principles (Masood, Niazi & Ahmad, 2011).
Hence, on the basis of above review, a question may be raised into the mind of an individual if
Islamic Banks have been able to satisfy their customers in terms of banking practices as per
Shariah Principles along with attaining reasonable financial growth.
RESEARCH LIMITATIONS
This research was limited to the study of Financial Growth in Islamic Banks in terms of
percentage increase in Deposits of Islamic Banks, whereas, customer satisfaction towards
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Islamic Banking Practices (specifically) was determined by four variables among which Service
Quality and Customer Care have been used as variables to reflect general customer satisfaction,
whereas, Confidence in Product and Product Quality (as main variables) have been used to
reflect customer satisfaction towards Islamic Banking Practices in Pakistan. Data for Quarterly
Deposits of Islamic Banks was collected from March 2003 till December 2013 through available
sources of State Bank Of Pakistan, whereas, data for customer satisfaction was gathered trough
primary source and a questionnaire was designed to be filled by 200 respondents in Karachi
through random sampling.
METHODOLOGY
The purpose of this research is to analyze the financial growth of Islamic Banks in Pakistan over
the time period of 2003 to 2013 and customer satisfaction towards its practices as per Shariah
Principles. For this study, growth of Islamic Banks is represented by growth in Deposits of
Islamic Banks and quarterly data of Deposits has been gathered through Islamic Banking
Bulletin (quarterly) from the website of State Bank of Pakistan covering the time period of from
March 2003 to December 2013. To check the growth of Islamic Banks, Curve Estimation
Regression was applied by taking Deposits of Islamic banks as Dependent Variable and Time as
Independent Variable. On the other hand, a questionnaire has also been designed to find out
Customer Satisfaction being represented by Bank Reputation with its determinants of four
different independent variables in which two variables reflects customer satisfaction towards
Islamic Banking Practices. Service Quality and Customer Care have been used as variables to
reflect general customer satisfaction, whereas, Confidence in Product and Product Quality (as
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main variables) have been used to reflect customer satisfaction towards Islamic Banking
Practices in Pakistan. Data was collected through random sampling of 200 questionnaires filled
by different respondents. In order to check satisfaction level of customer, correlation and linear
regression has been applied to check the significant effect of four variables on Customer
Satisfaction named as Bank Reputation.
RESULTS
Curve Estimation Regression was applied on Deposits of Islamic Banks to check financial
growth of Islamic Banks in Pakistan during March 2003 to December 2013. Results are shown in
the following tables :
Curve Fit
Model Description
Model Name MOD_4Dependent Variable 1 Deposits of Islamic BanksEquation 1 Growtha
Independent Variable Case sequenceConstant IncludedVariable Whose Values Label Observations in Plots Unspecified
a. The model requires all non-missing values to be positive.
Model Summary and Parameter EstimatesDependent Variable:Deposits of Islamic Banks
Equation
Model Summary Parameter Estimates
R Square F df1 df2 Sig. Constant b1
Growth .705 95.375 1 40 .000 20.175 .177
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According to the table of Model Summary it may be interpreted that the model of Curve
Estimation Regression is very strong with R-Square of 0.705 which shows that 70.5% variation
in Deposits of Islamic Banks is explained by Time. The sig. value ‘0.000’ with Parameter
Estimates of b1=0.177 shows that there has been 17.7% financial growth found in Islamic Banks
during the time period of March 2003 till December 2013. The graph of Curve Estimation also
shows a visible financial growth in Islamic Banks with a rising curve towards right.
In order to see if there is significance relationship between dependent variable and all
independent variables, Correlation test was applied on dependent variable with each independent
variable separately.
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Correlations
BANK
REPUTATION
PRODUCT
QUALITY
BANK REPUTATION Pearson Correlation 1 .540**
Sig. (2-tailed) .000
N 185 185
PRODUCT QUALITY Pearson Correlation .540** 1
Sig. (2-tailed) .000
N 185 185
**. Correlation is significant at the 0.01 level (2-tailed).
Above results show that there is significant positive correlation between Bank Reputation and
Product Quality with Correlation value of 0.54.
Correlations
BANK
REPUTATION
CONFIDENCE
IN PRODUCT
BANK REPUTATION Pearson Correlation 1 .419**
Sig. (2-tailed) .000
N 185 185
CONFIDENCE IN PRODUCT Pearson Correlation .419** 1
Sig. (2-tailed) .000
N 185 185
**. Correlation is significant at the 0.01 level (2-tailed).
Results also show that there is significant correlation of 0.419 between Bank Reputation and
Confidence in Product.
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Correlations
BANK
REPUTATION
SERVICE
QUALITY
BANK REPUTATION Pearson Correlation 1 .340**
Sig. (2-tailed) .000
N 185 185
SERVICE QUALITY Pearson Correlation .340** 1
Sig. (2-tailed) .000
N 185 185
**. Correlation is significant at the 0.01 level (2-tailed).
It is also justified from above results that Service Quality is significantly correlated with Bank
Reputation have a correlation value of 0.34.
Correlations
BANK
REPUTATION
CUSTOMER
CARE
BANK REPUTATION Pearson Correlation 1 .447**
Sig. (2-tailed) .000
N 185 185
CUSTOMER CARE Pearson Correlation .447** 1
Sig. (2-tailed) .000
N 185 185
**. Correlation is significant at the 0.01 level (2-tailed).
Finally, Customer Care is also significantly correlated with Bank Reputation carrying a value of
0.447.
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Hence, significant correlation of all independent variables with dependent variable justify the
application of linear regression to find out significant effect of predictors on Customer
Satisfaction. Results computed through linear regression are shown as under :
Model Summary
Model R R Square
Adjusted R
Square
Std. Error of the
Estimate
1 .647a .419 .406 .52187
a. Predictors: (Constant), CUSTOMER CARE, CONFIDENCE IN
PRODUCT, PRODUCT QUALITY, SERVICE QUALITY
The above table shows results of model summary which implies that almost 42% variation in Customer Satisfaction (Bank Reputation) is explained by independent variables.
ANOVAb
Model Sum of Squares df Mean Square F Sig.
1 Regression 35.345 4 8.836 32.444 .000a
Residual 49.024 180 .272
Total 84.369 184
a. Predictors: (Constant), CUSTOMER CARE, CONFIDENCE IN PRODUCT, PRODUCT
QUALITY, SERVICE QUALITY
b. Dependent Variable: BANK REPUTATION
ANOVA test shows that the model is best fit for regression with significant value of 0.000.
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Coefficientsa
Model
Unstandardized Coefficients
Standardized
Coefficients
t Sig.
Collinearity Statistics
B Std. Error Beta Tolerance VIF
1 (Constant) .113 .310 .364 .716
PRODUCT
QUALITY
.446 .077 .366 5.771 .000 .803 1.245
CONFIDENC
E IN
PRODUCT
.229 .064 .222 3.563 .000 .831 1.203
SERVICE
QUALITY
.041 .079 .037 .522 .602 .633 1.579
CUSTOMER
CARE
.257 .071 .259 3.600 .000 .623 1.604
a. Dependent Variable: BANK REPUTATION
Coefficient Table shows that there is no multi-collinearity found among independent variables
and except Service Quality, rest of the variables significantly play their role towards Customer
Satisfaction (Bank Reputation). Looking at Standardized Coefficients, it is observed that Product
Quality is highly significant as compare to other independent variables which shows that
Customer’s Satisfaction towards Islamic Banking practices highly depends upon Product
Quality. Even tolerance value of Product Quality (0.803) shows that its independent role in
Customer Satisfaction is 80.3% which is highly reasonable. Thus, for a customer dealing with
Islamic Banks, Product Quality is of prime importance, whereas, Confidence in Product, Service
Quality and Customer Care are of secondary importance.
CONCLUSION
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This research was conducted for the purpose of making sure if Islamic Banks in Pakistan are able
to gain confidence among customers in parallel with financial growth over the time period of
more than a decade. To study the Financial Growth of Islamic Bank, Regression Curve
Estimation was applied on quarterly data of Deposits of Islamic Banks as dependent variable and
Time (from March 2003 till December 2013) as independent variable. On the other hand,
Regression Analysis was used to find out effect of Product Quality, Confidence in Product,
Service Quality and Customer Care on Bank Reputation to represent Customer Satisfaction.
Results show that Product Quality is highly significant to Bank Reputation in order to satisfy
customer. On the contrary, Service Quality has been found to be insignificant which proves that
customers who keeps their accounts with Islamic banks do not prioritize Service Quality over
Product Quality. For them, product quality and its nature is highly important. Therefore, it is
concluded on the basis of this research that Islamic Banks in Pakistan have really shown a visible
financial growth over the period of more than a decade, but at the same time, it has also gained
confidence among customers with respect to its practices as per Shariah Principles. Even though
the sample size was very small and limited to citizen of Karachi, but more significant results may
be concluded on the basis of larger size of sample with more cities across Pakistan other than
Karachi.
SUGGESTIONS AND RECOMMENDATIONS
On the basis of above results and conclusion, it cannot be denied about obvious financial growth
in Islamic banking sectors of Pakistan. At the same time, these Islamic Banks have also been
able to bring confidence among customers in terms of banking practices as per Shariah
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Principles. Therefore, now it becomes the responsibility of government to create such favorable
environment through which this banking sector may flourish in future. Training and development
programs may be introduced at government level to impart knowledge to individual and to
educate a banker to initiate more Islamic Financial Products in banking sectors. Shariah
Advisory Board should also activate itself to monitor and to make sure that no bank is below the
line of following Shariah Principles. Hence, government, policymakers and Shariah Advisory
Board including all religious scholars should come a head to resolve such issues which creates
doubts among customers causing great hindrances for Islamic Banks to pace towards progress
and success. Doors should also be open to an individual who has never been a part of Islamic
Banking System so that more people may have a diversion towards success of Islamic Banking
Practices in Pakistan.
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