INVESTIGATING CRITICAL FACTORS INFLUENCING ACCEPTANCE AND MARKETING STRATEGIES OF ISLAMIC BANKING SERVICES IN MALAYSIA

Abstract

The Islamic banking system is known as a new banking method that provides different types of Islamic based principles services. This new banking method must compete with the conventional banking scheme in Malaysia as well as different parts of the world. Therefore, Islamic banking system has attempted to provide new services to fulfill its customers’ needs. However, these services have not been vastly accepted and used by its end users. This study tries to identify and introduce the main factors that influence as well as enhance adoption of Islamic banking services among different clusters of users in Malaysia.