HUBUNGAN ANTARA KUALITI PRODUK, KUALITI PERKHIDMATAN DAN KEPUASAN PELANGGAN DALAM PERBANKAN ISLAM

Purpose – The Islamic banking orientation of product and service qualities and its impact on the satisfaction of the customers have received considerable attention from Islamic marketing literature. The aim of this paper is to focus on the empirical research issue on the Islamic banking sector in Malaysia. Thus, the study attempts to examine the relationship between product and service qualities on customer satisfaction from the customers’ perspective. Design/Methodology/Approach – The data were collected from a sample of 266 customers of Islamic banks which operated in the northern region of Malaysia. The paper uses regression analysis to examine the impact of product and customer qualities on customer satisfaction. Findings – It was found that product and service qualities are important to customer satisfaction in the Islamic banking sectors. Descriptive statistical results demonstrate that the customers are concerned with products which were syariah compliant. They are also perceived important on tangible and product availability factors as well. The result of the multiple regression model indicates that 64 per cent of the variation in customer satisfaction is explained by the dimensions of product and service qualities. It is found that only five factors i.e. responsive, empathy, compliance, availability of product and tangible assets are significant to the model. Research Limitations/Implications – The paper shows that the study is limited in the area of study and the Islamic banks involved. The results may not be generalised to the other regions of Malaysia. Further research may sample customers of Islamic banks throughout Malaysia. Practical Implications – The findings in the paper suggest that the management of Islamic banks could carefully offer products which are syariah compliant as well as upgrade their quality of services. Originality/Value – The paper presents an empirical assessment of customers’ perceptions of the product and service qualities of Islamic banks. It is aimed at providing some knowledge of Islamic concepts and practices in order to help Islamic banking employers and employees to upgrade their institution as well as the image of Islam.