Research Article
Customers’ Satisfaction Level of Islamic Banking Service in Kelantan, Malaysia
Aminah Osman1, Mohd Yahya Mohd Hussin2*, Fidlizan Muhammad3, Ahmad Zakirullah Mohamed Shaarani4, Ram Al Jaffri Saad5
1,2*,3,4 Universiti Pendidikan Sultan Idris, Tanjong Malim, Perak
5Tunku Puteri Intan Safinaz School of Accountancy (TISSA-UUM), Universiti Utara Malaysia, Sintok, Kedah
yahya@fpe.upsi.edu.my2*
Article History: Received: 10 November 2020; Revised: 12 January 2021; Accepted: 27 January 2021; Published online: 05 April 2021
Abstract: This study aimed to identify the customers’ satisfaction level of Islamic banking in Kelantan. Specifically, this study tested the relationship between customer satisfaction and service quality in the districts of Machang and Tanah Merah, Kelantan, using the CARTER model. It utilized the quantitative analysis method involving the descriptive analysis and inferential analysis. The respondents were 384 customers of Islamic banking in Kelantan by using a simple random sampling method. The findings indicated that all the service quality variables such as compliance, reliability, assurance, tangibles, empathy, and responsiveness had a correlational relationship with customer satisfaction influence. However, based on the regression analysis, it was found that only the responsiveness, empathy and reliability variables were significant in influencing customer satisfaction. As such, the Islamic banking institution should upgrade its service quality, especially in the aspects of responsiveness, empathy, and reliability.
Keywords: service quality, customer satisfaction, Islamic banking.
1. Introduction
In line with technological advancement in this globalized era, the banking institution is one of the essential components as a financial instrument (Rosland, 2016). The Islamic banking system is invaluable for Malaysians as the majority of Malaysians are Muslims, though Malaysians come from various ethnic groups and profess different faiths. Islamic banking defines as a banking system based on Islamic practices, which are Syariah compliant (Ashraf, 2014; Ahmed, Islam, and Mohiuddin, 2017; and Haron, 1996). Islamic banking is suitable to be implemented in Malaysia to fulfill the Islamic principles and needs of Muslims. This banking system is not only utilized by Muslim community members but also by people from other faiths for their daily needs. There are two banking systems in Malaysia: the Islamic banking system and the conventional banking system. The community is free to choose any banking system which can provide maximum satisfaction to them as customers. The Islamic banking institutions to be much in demand even though it may not surpass the reputation of the conventional banking institutions in Malaysia (Khan and Batti, 2008). This may be because of the relatively early stages of Islamic banking compared to conventional banking, which has been in operation much earlier. Furthermore, conventional banking institutions are also running in an Islamic window where conventional banks deal with Islamic banking products to enrich their product offering (Naser, Jamal, and Al-Katib, 2009). This may be realized as one of the methods used by conventional banking to contend with Islamic banking in such a competitive market (Bakar, Hussin, Latip, and Mahmood, 2019). In line with the growth of Islamic banking in Malaysia, some planning has been implemented to make full use of this system. The implementation of Islamic banking is in line with other sectors, and it is competing healthily with other conventional banks. Thus, Islamic banking is an efficient and effective system that could be an excellent example in Malaysia for other countries who are interested in developing such a system (Rosland, 2016). The official data published by Bank Negara Malaysia showed that Malaysians were becoming more interested in utilizing Islamic banking (Bank Negara Malaysia, 2020).
The service industry is one of the sectors which could help increase the nation’s economy (Hamed, Hashim, and Sabri, 2005). The apparent quality of the services and products provided has come to be an essential element in the banking sector (Peeler, 1996). Furthermore, customer satisfaction can be well-defined as an attempt to meet customer expectations (Kotler and Keller, 2006). Therefore, the Islamic banking industry provides many services to the customers for their daily needs, such as loan financing, investment, takaful coverage, savings, and others. The organization tries its best to ensure that the services provided are up to the customers’ satisfaction level to keep the services in good order. This article, therefore, purposes to analyze and identify the elements of service quality that could be concentrated on by the Islamic banking institutions primarily in the Kelantan, as well as reflect the current status of customer satisfaction towards the services offered by Islamic banking
2. Literature Review
Service quality plays an integral part in customer satisfaction because it is the customers who are the clients of the services and products. Thus, efficient tools to assess service quality are helpful to institutions that earn their incomes in part from the delivery of services and products. Lately, the most general service quality tool is CARTER (Othman and Owen, 2001) and SERVQUAL (Landrum et al., 2009).
The quality of service plays an active role in any service related banking industry. Improving service quality is now considered the most critical stage in gaining a competitive edge in the market. Therefore, understanding and meeting customer requirements have now become the basis of quality activities for major enterprises (Ahmed, Islam, and Mohiuddin, 2017). Studies about Islamic banking service were conducted on seven banks which had utilized the Islamic banking system in the UAE and the KSA as researched by Akhtar and Zaheer (2014). The SERVQUAL model was modified and utilized for data collection using the aspects such as the reliability, assurance, tangibles, empathy, and responsiveness dimensions. The study made use of 185 respondents. The findings indicated that the tangible aspect had a significant relationship with customer satisfaction.
On the other hand, the responsiveness aspect showed a negative relationship towards customer satisfaction in the service quality provided. Additionally, the reliability aspect had a significant relationship with the age and education level of the respondents, while the respondents’ gender and job scope showed a significant difference. In financial transactions, reliability in providing service is one of the crucial factors in determining service quality.
Parawansa (2013) analyzed the effects of service quality on customer loyalty via the factors of reliability, satisfaction, and customer commitment. A total of 384 questionnaire sets were distributed to the customers of Bank Umum Syariah (Islamic Commercial Banks) and Unit Usaha Syariah (Islamic Business Unit) for data collection. The findings showed that the service quality variables such as reliability, satisfaction, and commitment showed a significant relationship with customer loyalty at a 95 percent confidence level, and this indicated a significant relationship towards service quality and customer loyalty of Islamic banking services. Ali (2018) conducted a study about customer perception towards the service quality of Bank Islam Brunei Darussalam (BIBD) by utilizing the CARTER model. The findings indicated that the service quality and customer satisfaction were significant, and the CARTER model was suitable for analyzing customer satisfaction of the Islamic banking system in Brunei
Lau et al. (2013) conducted a study to identify the relationship between service quality, customer satisfaction, and customer loyalty in the retail banking sector in Hong Kong. A total of 119 customers of the Hongkong Shanghai Banking Corporation (HSBC) took part in the study. The questionnaire was given based on the SERVQUAL model, which consisted of five dimensions: reliability, assurance, tangibles, empathy, and responsiveness. The findings showed that the SERVQUAL dimensions showed a positive influence on customer satisfaction of the HSBC bank in Hong Kong. The empathy dimension showed the most significant element and followed by the reliability, tangible, responsiveness, and assurance dimensions in assessing customer satisfaction towards the HSBC service quality in Hong Kong. This result is in line with the findings of Janahi and Al Mubarak (2017) in Bahrain.
Roslan, Hasbulah, and Ismail (2017) analyzed customer satisfaction towards the service quality offered by internet banking and identified the factors which were able to influence service quality. Some of the factors which were able to influence customer satisfaction towards service quality were the tangible, reliability, responsiveness, and empathy aspects. The responsiveness factor was the central aspect in determining customer satisfaction, and this was followed by the reliability and empathy factors. The physical factor was the only insignificant factor in determining customer satisfaction. This study also suggested that banks that offered internet banking services should also increase their service quality to ensure customer loyalty and to maintain the satisfaction of existing customers in order to attract new customers.
A study by Rosland (2016) looked at the satisfaction level of customers involving the service quality offered by Islamic banking institutions in Kuching, Sarawak. This study utilized the CARTER model, which made up of 6 dimensions, such as compliance, reliability, assurance, tangibles, empathy, and responsiveness. The findings indicated that the respondents were satisfied with the service quality provided. The reliability, assurance, responsiveness, and empathy aspects showed a significant relationship with customer satisfaction.
Bahari (2014) looked at students’ satisfaction with Islamic banking service quality in Malaysia. The study found that the students agreed that the service quality offered was excellent and they were satisfied with the personal relationship shown by the institution’s staff. The correlation test analysis indicated that there was a significant positive relationship between students’ satisfaction level with the assurance, reliability, tangibles, empathy, and responsiveness dimensions. On the other hand, the regression test showed that the tangible dimension was the primary variable for students’ satisfaction with Islamic banking service quality in Malaysia. As such, the organization should ensure that the bank’s physical environment, like the automated teller machine (ATM) and a cash deposit machine is always in good condition.
Mahamad and Tahir (2010) studied the perception of non-Muslim customers towards Islamic banking. Many respondents were not confident that Islamic banking was capable of competing with conventional banking, and they also stated that they were not interested in utilizing Islamic banking services. The pilot study found that the important factors which influenced non-Muslim customers were the high interest, the safety of the savings, fast and efficient services as well as fast transactions and services. The Islamic banking products which were popular with non-Muslim customers were the savings account, investment in shares, and credit card. Furthermore, Adnan (2010) found that the compliance of Muslims in Terengganu towards Islamic banking was at a moderate level. Though the Terengganu Muslims had been exposed to Islamic rule for some time, this was not enough to influence the Muslim community to choose a banking system that was based on Syariah principles with compliance elements.
A study by Hamed, Hashim, and Sabri (2005) looked at the service quality and customer satisfaction towards Islamic banking in Kedah. This study also applied the CARTER model. A total of 200 questionnaires were distributed to customers of Bank Islam and Bank Muamalat. All variables had positive and significant relationships. On the other hand, the regression test analysis found that the empathy factor was the most critical and significant element, followed by tangible and responsiveness elements. Meanwhile, the compliance, assurance, and reliability elements showed uncritical and insignificant relationships. This study showed that service quality was one of the critical factors in fulfilling customers’ needs and demands.
Research by Omar (2001) examined the perception of Pulau Pinang residents towards Islamic banking services and products also looked at the residents’ acceptance and perception of the banking system’s development since 1983. The findings showed that the residents of Pulau Pinang had a positive perception of Islamic banking. However, the residents also had a negative perception of the Islamic banking products offered. They perceived the products as being less competitive compared to conventional banking products. They also viewed the Islamic banking loans offered as burden some and would give them problems in the future.
With thorough rivalry and the fact that banks are offering the same services and products, customer satisfaction via quality of service becomes a significant factor that can affect an Islamic bank’s performance. Thus, it is of utmost importance to study the level of customer satisfaction in Islamic banking institutions.
3. Methodology
This study utilized the quantitative method. The instrument used for primary data collection was the questionnaire. The questionnaire was adapted and adopted from another study by Rosland (2016). The questionnaire divided into three main sections: A, B, and C. There were six service quality elements: compliance, reliability, assurance, tangibles, empathy, and responsiveness. Overall, 33 items were involved.
The study population comprised some 1,000,000 customers in the districts of Machang and Tanah Merah in Kelantan. These were customers of Bank Islam Malaysia Berhad (BIMB), Bank Simpanan Nasional (BSN), Bank Muamalat, CIMB Bank, Bank Rakyat, Public Islamic Bank, Maybank Islamic, Agro Bank, and Affin Islamic Bank from various ethnic groups and age groups. The study sample involved 384 respondents. The sampling technique used was the simple random method whereby the questionnaires had been distributed to Islamic banking customers in Machang and Tanah Merah, Kelantan, Malaysia. The study population and sample were determined using the method suggested by Krejcie and Morgan (1970).
Based on the Alpha statistical test, the value of the element used was: Table 1. Summary of Reliability Test
2 Reliability 0.865
3 Assurance 0.906
4 Tangible 0.838
5 Empathy 0.866
6 Responsiveness 0.911
Table 1 shows the values for the compliance, reliability, assurance, tangibles, empathy, and responsiveness elements using the Alpha Cronbach test. The Alpha Cronbach values for compliance, reliability, assurance, tangibles, empathy, and responsiveness elements were 0.812, 0.865, 0.906, 0.838, 0.866, and 0.911, respectively, which were higher than the value of 0.7 as stated by Hair et al. (2010). The reliability of the scale utilized was satisfactory.
4. Findings
Table 2 shows the demographics of the respondents in this study based on gender, age, ethnic group, marital status, religion, educational level, work, and salary.
Table 2. Demographics of the Respondents
Item Frequency Percentage
(%) Gender Male Female 146 238 38 62 Age
Under 20 years old 20-30 years old 31-40 years old 41-50 years old 51-60 years old Above 61 years old 54 151 70 61 40 8 14.1 39.3 18.2 15.9 10.4 2.1 Status Single Married Divorced 210 147 27 54.7 38.3 7 Religion Islam Christian Buddha 379 2 3 98.7 0.5 0.8 Ethnic group Malay Indian 380 4 99 1 Education level UPSR PMR/PT3 SPM STPM Diploma Bachelor’s degree Masters’ degree 37 33 95 43 44 113 19 9.6 8.6 24.7 11.2 11.5 29.4 4.9 Job Government staff Private firm staff Self-employed Pensioner Housewife 59 66 90 19 34 15.4 17.2 23.4 4.9 8.9
student Not working 104 12 27.1 3.1 Salary Less than Rm1000 RM1000-RM1999 RM2000-RM3999 RM4000-RM5999 RM6000-RM7999 170 88 94 24 8 44.3 22.9 24.5 6.3 2.1 Total 348 100
Two hundred thirty-eight female respondents dominated the study, and the remaining were 146 male respondents. All of them were in the 20-30 years old age group. Most of the respondents were single or unmarried. Three hundred seventy-six respondents are of the Muslim, while 113 respondents had a bachelors’ degree qualification.
The following are the findings for the mean descriptive analysis and standard deviation regarding the customers’ satisfaction level and service quality of the Islamic banking institutions.
Table 3. Mean and Standard Deviation of Customer Satisfaction and Service Quality of Islamic banking institutions
Item Mean Standard
Deviation Interpretation Customer Satisfaction Level 4.248 0.494 High Compliance 4.223 0.478 High Reliability 4.238 0.477 High Assurance 4.372 0.442 High Tangible 4.239 0.446 High Empathy 4.205 0.524 High Responsiveness 4.321 0.492 High
Based on Table 3, the mean value recorded for the customer satisfaction level was high at 4.2487, with a standard deviation of 0.494. This clearly showed that the customer satisfaction level of Islamic banking in Kelantan was at a high level. This data was consistent with the study conducted by Rosland (2016), who found that the customer satisfaction level of Islamic banking was high, and the service received a good response from the customers.
In terms of service quality, the assurance element was the Islamic banking element with the highest value at 4.372 with a standard deviation value of 0.442, followed by the elements of responsiveness (4.321), tangible (4.239), reliability (4.238) compliance (4.223) and empathy (4.205). As such, it could be concluded that all the Islamic banking service quality elements utilized in the study were necessary to assess the service quality offered by Islamic banking.
Based on the correlational analysis conducted, all the service quality elements tested showed a positive and significant relationship with customer service satisfaction, as shown in the table below.
Table 4. Correlation between Customer Satisfaction Levels with Islamic banking service quality element Item C u sto m er Satis fac tio n C o m p lian ce R eliab ilit y Ass u ran ce T an g ib le E m p ath y R esp o n siv en es s Customer Satisfaction 1 Compliance 0.524* 1 Reliability 0.586* 0.556* 1 Assurance 0.608* 0.585* 0.695* 1
Tangible 0.538* 0.503* 0.570* 0.612* 1
Empathy 0.673* 0.583* 0.622* 0.740* 0.660* 1
Responsiveness 0.723* 0.534* 0.592* 0.656* 0.556* 0.740* 1 * denote significance at 5 percent
Based on Table 4, there existed s positive and significant relationship between customer satisfaction levels and service quality elements such as compliance, reliability, assurance, tangibles, empathy, and responsiveness. To conclude, the service quality elements used in this study showed positive and significant relationships. These relationships indicated a strong inclination towards the service quality provided by Islamic banking institutions in Machang and Tanah Merah.
Based on the correlational test conducted, the responsiveness element had the highest correlation at 0.723, and this was followed by the empathy element with a correlation value of 0.673. Next was the assurance element with a correlational value of 0.608, the reliability element with a correlational value of 0.586, the tangible element with a correlational value of 0.538, and lastly, the compliance element with the lowest correlation of 0.524. Although the compliance element had the lowest correlational value, it still showed a positive and significant relationship. This correlational relationship indicated that all the service quality elements shared a strong relationship. Thus, compliance, reliability, assurance, tangibles, empathy, and responsiveness elements provided a high satisfaction level among the customers.
Table 5. Summary of Multiple Regression Model
Model R R Square Adjusted R Square Std. Error of the Estimate 1 0.768 0.590 0.583 0.31791 Table 6. ANOVA Model Sum of Squares Df Mean Square F Sig. (p) Regression 54.834 6 9.139 90.426 0.000 Residual 38.102 377 .101 Total 92.936 383
Table 7. Multiple Regression Coefficients
Unstandardized Coefficients
Standardized Coefficients
Model B Std. Error Beta t Sig.
1 (Constant) 0.533 0.182 2.922 0.004 Compliance 0.078 0.043 0.078 1.783 0.075 Reliability 0.134 0.051 0.131 2.654 0.008 Assurance 0.033 0.058 0.032 .563 0.574 Tangible 0.061 0.052 0.055 1.189 0.235 Empathy 0.189 0.066 0.171 2.839 0.005 Responsiveness 0.401 0.048 0.427 8.279 0.000
The multiple regression table showed the elements which were able to influence customers’ satisfaction level. Based on Table 5, the R² value is 0.590, which showed that the combination of independent variables such as compliance, reliability, assurance, tangibles, empathy, and responsiveness could explain for the 59 percent change in customer satisfaction. As for Table 6, this showed the F value at 90.426 and the p-value at 0.000, which is less than 0.05, thus < 0.05. This showed that the model used was suitable.
Based on the multiple regression analysis, it was found that only the responsiveness, empathy and reliability elements were significant in influencing customer satisfaction towards Islamic banking service quality in Machang and Tanah Merah. As for the compliance, assurance, and tangible variables, these were not significant as the p-value recorded was more than 0.05.
The responsiveness element recorded an Unstandardized Coefficients Beta value of 0.401 and p-value of 0.000; as such, the p-value was smaller than 0.05. This indicated that the responsiveness element was positive and significant in influencing the customer satisfaction level. The increase in 1 percent in the responsiveness element would increase by 40.1 percent of customer satisfaction towards the service quality provided. As such, these findings proved that the responsiveness element was important in Islamic banking as it could influence customers’ satisfaction level of the service quality offered.
The reliability element recorded an Unstandardized Coefficients Beta value of 0.134 and a p-value of 0.008; as such, the p-value was smaller than 0.05. This showed that the reliability element was positive and significant in influencing the customer satisfaction level towards the Islamic banking service quality. The increase in 1 percent in the reliability element would increase by 13.1 percent of customer satisfaction towards the service quality provided by the Islamic banking institutions in Machang and Tanah Merah Kelantan. As such, the study findings showed that the reliability element was important in Islamic banking to influence the customers’ satisfaction level towards the service quality provided.
The empathy element recorded an Unstandardized Coefficients Beta value of 0.189 and the p-value of 0.005; as such, the p-value is less than 0.05. This showed that the empathy element was positive and significant in influencing the customers’ satisfaction level. An increase in 1 percent in responsive service quality would cause an increase of 18.9 percent in customers’ satisfaction level. Therefore, these findings could prove that the empathy element was important in Islamic banking in influencing customer satisfaction towards the service quality given.
Overall, the independent variables such as responsiveness, empathy, and reliability had a positive and significant influence on customer satisfaction of Islamic banking. On the other hand, the compliance, assurance, and tangible independent variables did not have a significant influence on customer satisfaction of Islamic banking in Kelantan.
5. Conclusion
In conclusion, the results of the study showed that only the empathy, responsiveness, and reliability elements influenced the customers’ satisfaction level towards the Islamic banking service quality in Machang and Tanah Merah, Kelantan. As such, there is a possibility that other factors also influenced the customers’ satisfaction level of Islamic baking service quality. It is hoped that studies on service quality could uncover a few other factors involving customer preferences if they still want to utilize Islamic banking services. These findings could also be seen as an impetus for new and brilliant ideas for researchers and academicians who are interested in research on Islamic banking service quality.
Practically, this study would help the Islamic banking institutions to explore and become more aware of the elements which drive customers to cooperate with the institutions in line with the objectives of Islamic banking, which are to help the community members to practice banking in line with Syariah principles. As such, it is the responsibility of the Islamic banking institutions to know which elements can maximize customer satisfaction in the service quality given. Based on this study, the responsiveness element influenced the customers’ satisfaction at the maximum level, which showed that the customers were satisfied with the organization’s capability in helping the customers and providing responses for the customers’ questions. Additionally, the responsiveness element was also able to influence the customers’ satisfaction level of the attention given by the institutions. References
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