Attitude and Patronage Factors of Bank Customers in

Malaysia: Muslim and non-Muslim Views

Zarehan Selamat1

Hazlina Abdul-Kadir

Abstract
This study is carried out to determine the bank selection criteria used by Muslim and non
Muslim in a dual banking environment in Malaysia. A sample of 200 bank customers in Klang
Valley was surveyed in accessing the differences factors which influence their selection
criteria in conducting the banking transactions. The study found that there is no significant
different in the selection criteria; both Muslim and Non-Muslim have common perception in
selecting their banks. Religious motivation is not a primary factor in bank selection criteria
but bank customers place high emphasis on provision of fast and efficient service, confidential
of the bank and banks reputation and image as their main selection criteria. Thus, in order to
retain the existing and to attract new customers, banks have focus on consumer preferences as
compared to religion factor when they offer the Islamic banking products.

Keywords: Bank selection criteria, Islamic banking, Malaysia

1. Introduction
A bank can be defined in terms of the economic function it serves, the services it
offers to the customers, or the legal basis for its existence. Before the re-emergence of
the Islamic financial system, Muslims throughout the world had only the conventional
financial system to fulfill their financial needs. The Islamic resurgence in the late
1960s and 1970s initiated the call for a financial system that allowed Muslims to
transact in a system that is in line with their religious beliefs. The Islamic banking
system involves a social implication which is necessarily connected with the Islamic
order itself and represents a special characteristic that distinguishes Islamic banks
from other banks based on other philosophies. The concept of Islamic banking is
different from that of conventional banking Islamic banking because they are based
on Syariah principles (or Islamic law).
1

Lecturer, Faculty of Management, Multimedia University, 63100 Cyberjaya, Selangor

Darul Ehsan, Malaysia, 03-83125667, zarehan.selamat@mmu.edu.my
Lecturer, Faculty of Management, Multimedia University, 63100 Cyberjaya, Selangor
Darul Ehsan, Malaysia, 03-83125666, hazlina.kadir@mmu.edu.my

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Journal of Islamic Economics, Banking and Finance, Vol. 8 No. 4, Oct - Dec 2012

From Islams point of view, conventional banking means a banking system with
interest element. On the other hand, Islamic banking is refers to a banking service or
activity that is conducted based on the Syariah principles. The two primary sources of
Syariah are Al Quran and Al- Sunnah (Hadith), while secondary sources of Islamic
law include ijma (collectively agreed among Shariah scholars) and qiyas
(analogy). Syariah prohibits the investment in businesses that provide goods or
services considered contrary to its principles (haram, forbidden). In other words
Islamic banking does not allow payment or receipt of Riba (interest), prohibit Gharar
(ambiguities) and prohibits the financing and dealing in activities and commodities
regarded as sinful or socially irresponsible such as alcohol. Islamic banking
prohibited riba but encourages profit sharing and emphasis on justice. Islam wishes to
promote ethical economic activities that do not exploit other human beings in order to
create wealth for an individual.
There are various Syariah principles used in the diverse range of Islamic banking
products such as Al-Wadiah (savings), Al-Mudharabah (profit sharing), AlMusyarakah (joint venture), Murabahah (cost plus pricing), Al-Bai Bithaman Ajil
(deferred payment sale), Al-Ijarah (leasing), Al-Takjiri (renting that ends with
ownership), Al-Kafalah (guarantee), Qard Hassan (benevolent loan) and Al-Ujr (fee).
The first Malaysian bank which fully operated based on Syariah principle is Bank
Islam Malaysia Berhad (BIMB) which was incorporated in 1983. Ten years later
Bank Negara Malaysia (BNM) introduced an Interest-free Banking Scheme. Through
this scheme, financial institutions in Malaysia can implement the Islamic banking
system on a parallel basis with the conventional banking system. This concept is
known as dual concept or Islamic window. As at end-2004, the Islamic financial
sector in Malaysia was represented by three Islamic banks, 47 comprising of seven
domestic commercial banks, four foreign-owned banks, five merchant banks and
seven discount houses (http://www.bnm.gov.my).
Regardless of their nature of business, being a conventional or an Islamic banking
institutions, in todays globalisation age and an increasingly competitive market
environment, the success of the banks depends on bankers ability to understand and
satisfy customers needs. With the changing trends in banking environment caused by
rapid technological changes in information and communication networks, bank
should no longer be labelled as a business dealing with money transactions alone, but
also as a business that is truly in need for winning over customers while retaining the
existing and the old one (Wilson, 1995). To keep paste with the rapid changes of
technology, variability of instruments, broader range of investment access, banks
should therefore maximize the use of sound marketing strategy and offer services and
products that satisfy the needs of their customers.

Attitude and Patronage Factors of Bank Customers in Malaysia: Muslim and non
89

With increasing global competition also, all banks, including those of Malaysian
banks, not only have to enhance their existing conventional services and products that
satisfy the needs of their customers but they must also compete with Islamic Banks
which has gained wide acceptance and popularity in the recent years.
Due to the highly competitive environment, it is crucial for both bankers of
commercial and Islamic banks to obtain information concerning selection criteria
towards a specific bank and financial institution. Furthermore, with merger process
between banks in Malaysia, competition for clients among banks is expected to
intense.
Based on the existing literatures, much of the prior work on determinant of bank
selection criteria has focused on customers attitude and perception towards their
banks. However, there is limited research on comparing the Muslim and non-Muslim
bank customers perception towards their bank. Therefore, such comparison is
deemed of great importance to the bank as the findings can shed some light in
assisting their customer base. Thus, this study is carried out to have more insights on
this issue by investigating the difference consideration for Muslim and non-Muslim,
if any, when they select banks for their banking business.
In order to achieve the aims of this research, the following questions will be
addressed:
1.

What are the selection criteria used by Muslim and non-Muslims in a dual
banking environment like Malaysia?

2.

Is there any similarity or differences in terms of the factors motivating the

Malaysian banking customers in choosing their banks when their religion
background is not the same?

3. What are the perception and determinant of bank selection in Malaysia?

In answering the research questions, this study will be able to
1.

Determine the bank selection criteria used by Muslim and non Muslim in a
dual banking environment.

2. Provide decision makers and bank manager with knowledge and better
insights about Muslim and non Muslin customers needs of banking services
and the kind of criteria that their find most important in bank selection.
3.

Provide useful information that would help Malaysian bank to formulating

appropriate strategies in order to attract and building customer loyalty and
enabling them to retain customers in the competitive bank environment.

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Journal of Islamic Economics, Banking and Finance, Vol. 8 No. 4, Oct - Dec 2012

The remainder of this study is organized in five sections. The next section of the
chapter presents a review of literature, followed by research methodology in the third
section. In section four, we provide a discussion of the data analysis and results, and
the final section of the chapter provides conclusions based on the study results.

2. Literature Review
Bank selection criteria or the reasons on the basis of which customer choose to bank
with specific banks and revealed that significant differences exist between different
market segments have been studied in large number of studies (Anderson et al., 1976;
Tan and Chua, 1986; Laroche et al; 1986, Khazeh and Decker, 1992). These studies
have identified a number of such factors: convenience, competitive interest rates,
services charges, adequate banking hours, availability of ATM, quality of services,
recommended by others, ability of loan, and friendliness of bank staff.
The relevant literature review also indicates that studies related to bank selection
criteria have been mainly conducted in the USA and some European countries
(Denton and Chan, 1991). Despite the growing interest and voluminous literatures on
bank selection, the results may not be suitable to be used in other continent due to
economics differences, banking regulations as well as the relative importance of the
factors from one country to another. For example a study done by Anderson et al.
(1976) found that a convenient location has been identified as a critical factor
influencing the choice of a bank by customers in southwestern city in the United
States. However, Tan and Chua (1986) found that Singaporean customers did not
select convenient location as a critical factor for their banking selection. For
Singapore customers, the social factor such as family and friends had a powerful
influence on customers decision in opting for financial institutions. Based on this,
Tan and Chua (1986) deduced that, a more intimate and close interaction with bank
personnel is deemed more important by Singaporean customers. This result is parallel
with the philosophy of oriental culture which emphasizes social and family ties.
A study done by Laroche et al. (1986) in Canada, found two the major factors in their
bank selection were speed of service and factors relating to the competence and
friendliness of bank personnel. Meanwhile, studies done by Kaynak and
Kucukemiroglu (1992) found that the major factor of Hong Kong consumers selected
convenient location, parking conveniences, financial counseling, vault location, and
loans and mortgages as the top criterias in choosing domestic and foreign banks.
Even though there were extensive literatures on individual consumers attitudes,
perceptions, selection criteria or patronage and satisfaction towards conventional
bank services, yet relatively little work has been undertaken on the differences

Attitude and Patronage Factors of Bank Customers in Malaysia: Muslim and non
91

between Muslim and Non Muslim selection criteria towards bank services. It is still
at its infancy. In one of the earliest patronage studies on Islamic banking was by Erol
et al., (1989 and 1990) who examine the bank selection criteria based on conventional
and Islamic banks in Jordan. The study finds that, the three most important criteria in
the bank selection process for those who patronized Islamic bank alone, were
efficient and fast service, the bank reputation and image and confidentiality of the
bank. The same three factors have the same top priority to those who supported
conventional bank alone, but different in the ranking, the sequence are confidentiality
of the bank, the banks reputation and image and the provision of a fast and efficient
service. Another study conducted in Jordan was by Naser, Jamal and Al-Khatib
(1999) who found that the two most important factors motivating the use of Islamic
banks services were banks name image and reputation and the religious beliefs.
Thus, they concluded that order to gain maximum customer satisfaction and
impressive perceptions towards their products and services, Islamic banks need to
invest in improving their service quality, image and reputation.
Gerrad and Cunningham (1997) analysed the level of awareness that Singaporean
have in relation to culture of Islamic banking, the attitude of Singaporean towards
Islamic banking and the different of Muslim and non-Muslim ranking of the bank
selection criteria. The study find that there were some similarities in the ranking of
certain criteria as between Muslims and non-Muslims for example both ranked
profession of fast and efficient services and confidentiality of banks as the most
important of bank selection criteria. However, the need to be paid a highest interest
on their savings is choosen to be low importance by the Muslim. The influences by
third parties such as relatives, friends and media advertising have greater impact for
them as compared to the non-Muslims.
In Malaysia, Sudin et al. (1994), surveyed the selection criteria used by Muslim and
non-Muslim commercial bank customers in a dual banking environment (i.e. Islamic
and 1almost the same factors when selecting their banks. The result of the study
found that the provision of fast and efficient service, the speed of transaction and the
friendliness of bank personnel are the top three important criteria in the bank
selection process for Muslims. For the non-Muslims, the three most important bank
selection criteria were friendliness of bank personnel, the provision of fast and
efficient service and the reputation and image of the bank. Thus, the speed of
transaction is deemed to have different priority amongst these two groups.
The study done by Sudin et al. (1994) was conducted a decade ago. Thus it was
timely and appropriate to examine once again the bank selection criteria adopted by
Muslim and non-Muslim customers in Malaysia.

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Journal of Islamic Economics, Banking and Finance, Vol. 8 No. 4, Oct - Dec 2012

3. Methodology
Research for this study focused on Muslim and non Muslim customers perception
and determinant of bank selection in Malaysia. The data was analysed to see whether
there are any differences in the relative importance of choice criteria as perceived by
these two groups of customers. To accomplish the aforementioned research
objectives, data required for this study were gathered via the drop-off-method (i.e.
hand delivery of self-administered questionnaires, followed by personal collection).
Those offering to return the form at a later date were provided with a pre-addressed
and pre-stamped envelope.
Prior to the distribution of actual survey, a pilot study was conducted to validate the
content of questionnaire in terms of validity, logic and accuracy. Following to the
comments received, minor adjustments were made before the final distribution of the
questionnaire. The questionnaire consisted of two parts. Part one was designed to
gather the information about the samples personal, demographic details such as
gender, age, religion and economic characteristic. Part two contains a list of factors
for selecting financial institutions. The respondents were asked to indicate, on a
Likert-type scale, opinion ranging from not at all important, less important,
moderate, important and very important on how they viewed a series of factors
in selecting a bank.
The sampling technique was based on simple random sampling. A total of 200
questionnaires were randomly distributed to a group of bank customers in Klang
Valley. The reason for choosing the Klang Valley was because the large number of
banking intuitions in Malaysia operating around Klang Valley. As one of the most
densely populated area in Malaysia, the customers had a wide range of banks and
other non-bank financial institutions from which to choose. Altogether 155 responses
were received. After eliminating the incomplete questionnaire, this resulted in 150
valid for analysis, for which 92 are Muslim and 58 are non-Muslims.
Having collected the data from the questionnaire, the final data inputs were loaded
into a statistical package (SPSS 17.0) for doing various statistical analyses such as
descriptive analyses, reliability analysis and frequency analysis.
4. Limitation Of Study
There are some limitations on this research. First, the relatively small size of the
sample limits generalization of the research outcomes. Nevertheless, since this study
is exploratory, this limitation creates an opportunity for future research in which by
escalating the sample size, this future research would be more generalized. Second,
all samples are collected from the respondents at Klang Valley only. Hence, the
respondents may not be good enough in generalize the whole population in the
country in comparing with collecting the data from each state in Malaysia. It should
be understood that the customers perception on bank selection criteria might change

Attitude and Patronage Factors of Bank Customers in Malaysia: Muslim and non
93

from one geographic area to the next based on the demographic characteristics of the
population being studied. Therefore, finding of this study needs further verification. It
is recommended that research be repeated in different areas to identify similarities
and differences across cultures.

5. Findings And Analysis

5.1 Demographics Profile of the Respondents
The descriptive analysis is the preliminary step leading to an understanding of the
collected data. It provides descriptive information of data collected such as frequency,
the mean and standard deviation of the respondents demographic information.
Table 1 summarizes the basic statistics on religion, age, educational level, type of
employer and job, years of experience and monthly income or sales of the
respondents. Out of 150 respondents, 92 (61.3 percent) were Muslim and 58 (38.7
percent) were non Muslim. 72.6 percent use at least one Islamic banking product in
one of their banking transactions. The over representation of Muslim respondents is
expected since Malaysia is a Muslim country in which the percentage of Muslims is
higher compare to other races. Data were collected from different age group. 84
percent of respondents fall in the range of 20-39 years of age. Based on the education
background, the result shows that the majority of respondents are well educated, with
more than 84 percent holding a bachelor degree or above while 10.7 percent are
professionals. Majority of the respondents (58% percent) work in the private sector
and 34.7 percent of the respondents are in the management positions. More than 44
percent of the respondents have working experience of between 5 and 14 years.
Meanwhile, most of the respondents can be classified as middle-class income earners
because 31.3 percent of the respondents are earning more than RM 4,000 per month
and 21 percent earn between RM 2,000-RM 2,999 per month. From 150 respondents,
20 percent have their own business with majority (8.7 percent) of respondents having
their own business generating more than RM 60,000 in sales per month.
5.2 Frequency analysis of bank selection criteria
The respondents were asked to rank in order of importance the determinants to the
respondents in selecting a bank, ranging from not at all important, less important,
moderate, important and very important on how they viewed a series of factors
in selecting a bank. The higher mean scores factors are placed first. Table 2 illustrates
the 22 most common determinants of bank selection.
The five most important factors considered by Muslim customers in selecting their
financial institutions are provision of fast and efficient service, confidential of
banks, bank reputation and image, a wide range of services provided, and
friendliness of bank personnel. For non-Muslims, the top three factors are similar in
sequence with the Muslims. Only that they ranked lower interest charges of loans

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Journal of Islamic Economics, Banking and Finance, Vol. 8 No. 4, Oct - Dec 2012

as forth and follow with a wide range of services provided and friendliness of bank
personnel.
The result indicates that both Muslim and non-Muslims in Malaysia a quite similar in
selecting a bank or financial institutions. They are concern on the fast and efficient
services provided by banks. This is in line with the current product and services
ranges offered by the bank. As the banks are offering mostly similar products such as
savings deposit fixed deposit and housing loan, a key difference between two banks
would be how fast and efficient the service they can serve in attaining competitive
advantages. The selection of fast and efficient service as the most important factor is
consistent with the findings by Sudin and Norafifah (1992), Kaynak et al., (1991),
Erol and El-Bdour (1989), Gerrard and Cunningham (1997) and Norhazlin et al
(2006).
Table 1: Profile of the Respondents
Items
Religion
Muslim
Non-Muslim
Age
20 29
30 39
40 49
>50
Level of Education
Secondary
University/College
Professional
Employer
Private
Government/Public Agency
Self Employed
Type of job
Professional
Management
White Collar
Blue Collar
Own Busines

Frequency

Percent

92
58

61.3
38.7

74
52
20
4

49.3
34.7
13.3
2.7

7
127
16

4.7
84.7
10.7

87
32
30

58.0
21.3
20.0

38
52
27
2
30

25.3
34.7
18.0
1.3
20.0

Attitude and Patronage Factors of Bank Customers in Malaysia: Muslim and non
95

Years on Job/Business
<5
59
10 14
15 20
>20
Monthly Income

61
36
31
13
9

40.7
24.0
20.7
8.7
6.0

<RM1,000

4.7

RM1,000 RM1,999

13

RM2,000 RM2,999

31

RM3,000 RM3,999

22

>RM4,000

47

Monthly Sales
<RM15,000

RM15,000 RM29,999

RM30,000 RM44,999

RM45,000 RM59,999

>RM60,000

13

8.7
20.7
14.7
31.3
5.3
2.0
2.0
1.3
8.7

Besides fast and efficient service, both Muslim and non-Muslims are also concern on
the confidentially issue with regards to banking transactions. This is consistent with
the findings by by Erol and El-Bdour (1989) in Jordan and Gerrard and Cunningham
(1997) in Singapore. It would not be a surprise that, in dealing with the financial or
money, the customers prefer to have their own privacy. Banks that maintains and
assures high confidentiality is also highly reputable in the market. As such, whether
the research conducted in country with majority of Muslim, such as Jordan and
Malaysia or minority Muslims such as Singapore, respondents still consider a well
keep and a highly confidentiality bank in providing the services serve as one of the
most important factors.
In line with other related studies (Sudin et al., 1994; Kazeh and Decker, 1993; and
Erol et al., 1990) ``bank's reputation'' was found to be one of the significant factors as
a selection criterion by Muslim and non- Muslim customers in Malaysia. Malaysian
bank customers prefer to conduct their banking activities with outstanding and
reputable banks. This denotes that brand name is one of the major dynamics opts by

Malaysian customers in conducting their banking activities. As such banks can exert
a pull on customers by appealing in various promotional activities that foster the
brand name and enhance reputation of their bank, for instance, involving with social
and charitable activities. These activities will attract the attention of the mass media
and through the mass media it can make potential customers awareness and appealing
means of a banks brand and product.
Table 2: Bank selection criteria ranking
Respondent Religion
Muslim

Ranking

Non-Muslim

Ranking

Provision of fast and efficient service

3.84

3.83

Confidentiality of bank

3.83

3.71

Banks reputation and image

A wide range of services provided
Friendliness of bank personnel
Lower interest charges on loans

3.67
3.61
3.61
3.53

3
4
4
6

3.53
3.45
3.45
3.52

3
5
5
4

Availability of credit on favorable terms

3.47

3.21

10

Available parking space nearby

3.43

3.31

Financial counseling provided

3.4

3.12

12

Lower service charges on cheques

3.33

10

3.14

11

Confidence in banks management

3.32

11

3.36

Higher interest payment on savings

3.28

12

3.45

Reception received at bank

Location near my place of work

3.26
3.1

13
14

3.09
2.79

13
15

Location near my home

3.02

15

14

External appearance of bank

2.92

16

2.67

16

Counter partitions in bank

2.73

17

2.47

19

2.4

18

2.4

20

Recommendation of relatives

2.35

19

2.31

21

Interior comfort

2.27

20

2.52

18

Mass media advertising

2.21

21

2.55

17

Overdraft privileges on current account

1.88

22

1.98

22

Recommendation of friends

The least important five factors for Muslims when selecting a bank are overdraft
privilege on current account, mass media advertising, interior comfort,
recommendation of friends, and recommendation of relatives. For non-Muslims,
all the least important criteria are as same as the Muslims, but in different sequence.
One exception is that the non-Muslims had selected counter partition in banks as
one of the 5 less important criteria. These latter factors are noted to have little impact
on bank selection criteria made by Muslim and on Muslim customers in Malaysia.
Thus, these factors have a minimal power to attract new bank customers.
From the result of the study, it is also being noted that overdraft privilege is not an
important selection criterion for the customers as almost similar credit processing
procedures and paper works are required in applying for loan nowadays. As such,
regardless of the type of facilities and nature of the banks they selected, similar
screening process is imposed. Recommendation by friends and relatives, which
was considered the most important factor by Erol and Edour (1989), Anderson et al.
(1976) and Tan and Chuas (1986) respondents, is ranked eighteen by Muslim and
twenty by non-Muslim in this research. This result is similar to the research by
Gerrard and Cunningham (1997) in Singapore where he also found that Muslims and
non-Muslims ranked low for recommendation of friends and relative. The
inconsistency between the findings can be explained as people in Singapore and
Malaysia have probably having less social links, thus friends and relatives advices
has little or no influence on someones banking decision-making process. In other
words, in their selection process, bank customers prefer to act independently based on
their knowledge, data collection and understanding rather than relying on the
recommendations from others. Furthermore, banks have aggressively advertised their
promotions via media such as television, newspaper, magazines, etc. As such, the
influence of word of mouth is less important for a customer as they can also easily get
in touch with the said advertisement.
The findings also reveal that, convenience of location had a minor effect in a bank
selection by Muslim and non Muslim in this research. This is consistent with the
study done by Tan and Chua (1986) and Gerrard and Cunningham (1997) who found
that convenient location or location being near home or office was not a critical factor
for the Singaporean respondents. Historically, banking institutions delivered services
through face to face interaction with the customer at a branch and physical
distribution channels have been the very cornerstones to most banks market success.
More recently, the emerging electronic channels and the development of internet have
forced banks to change their entire management approach. According to Bitner et al.
(2000) and Lee (2002) physical distribution channels and face to face interaction has
being channeled into new delivery mechanisms, called self service technology. As a
result, people are not dependent on the bank having branch closest to them physically,

as it used to be but opting for the convenience internet banking. Internet banking is a
form of self-service technology which offers a high level of convenience and
accessibility. Internet banking allows customers to access their banking account via
the banks web site at 24 hours anywhere in the world if the internet facilities are
available. In addition, internet banking offers faster transaction speed, and lower
handling fees which are lacking in the traditional bank. As long as customers are
connected to the Internet, they should be able to use the services when and where ever
at the click of a mouse at any time or days. As such, most respondents rated low for
location being near home or office.

6. Conclusion And Implication

This study is made to identify the determinant factors of bank selection of Muslim
and non Muslim perception of its bank in Malaysia. Results of this study reveal that
there is no significant different in the selection criteria. In other words, both Muslim
and Non Muslim have common perception in selecting their banks. The study
appeared to suggest that, in order to retain the existing customer and to attract new
customers, banks have to look at the consumer preferences when determining bank
selection criteria and should not only emphasized and rely on religion factor. It
indicates that religious motivation cannot be identified as primary factor in bank
selection criteria since there are not much different between Muslim and non-Muslim.
In light of this revelation, banks have to better understand the needs, preferences and
behavior of their target group customers in order to stay competitive. If the bank able
to understand clearly on what customers want and concern about when they visit a
bank, then the success of a bank would be higher and it will become more
competitive in the market. Therefore, to attract more customers to visit and use their
services and to surpass their competitors, bank manager should offer the fast and
efficient services with high confidentiality.
The findings of this research paper provide insightful details concerning the
significance bank selection criteria to bank managers. The bank could better position
them and formulate appropriate marketing strategies in order to attract and to retain
customers in the competitive bank environment. The result is that, bank would be
better in catering to their customers needs when they recognize the salient features
used by customers in choosing a type of bank. In conclusion, the accomplishment and
endurance of a particular bank associates with the bank managers competency to
understand the bank customers preferences and to design strategies in matching their
demands.

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