Last Updated on October 6, 2023 by Fiza Khurram
Researchers Khadija Azeem and Mubasher Nazir from Hailey College of Banking & Finance, University of the Punjab, investigate the complexities of customer perceptions and awareness regarding Shariah-compliant financial products in order to better understand the factors influencing customer decisions to adopt Islamic Credit Cards (ICCs) in Pakistan.
The study reveals the obstacles faced owing to unfavorable client impressions coming from a lack of information and comprehension as the Islamic financial industry gains traction, particularly in providing alternatives such as ICCs. To assess the strength of these elements in influencing customer intentions toward Shariah-compliant financial goods, the study applies the Theory of Planned Behavior (TPB) and incorporates the Islamic Worldview (IWV).
The findings of this study not only help to understand customer behavior, but they also pave the road for novel marketing tactics to promote Islamic financial products. The ultimate goal is to close the knowledge gap, ensuring that customers, including Muslims and non-Muslims, are well-informed about the Shariah compliance of these financial instruments, and to provide them with alternative and ethical financing options.
