{"title":"Potential customers’ intention to use Islamic banking products in Cameroon: the mediating effect of attitude","authors":"Issa Hamadou, M. Luthfi Hamidi, Aimatul Yumna","doi":"10.1108/jima-10-2023-0322","DOIUrl":null,"url":null,"abstract":"<h3>Purpose</h3>\n<p>This study aims to examine factors influencing potential customers’ intention to patronize Islamic banking products in Cameroon.</p><!--/ Abstract__block -->\n<h3>Design/methodology/approach</h3>\n<p>To achieve this, a structured questionnaire was used with 318 respondents, and 300 were usable for analysis with a respondent rate of 94%. The study used SEM-PLS to analyze the data.</p><!--/ Abstract__block -->\n<h3>Findings</h3>\n<p>The findings suggested that attitude, religious motivation, awareness, subjective norm and relative advantage significantly affect potential customers intention toward Islamic banking products, while perceived regulatory and perceived innovation are insignificant. Furthermore, attitude substantially mediates the relationship between religious motivation, awareness, subjective norm, relative advantage and perceived innovation.</p><!--/ Abstract__block -->\n<h3>Research limitations/implications</h3>\n<p>However, this study focused on potential customers living in Muslim zones; future research should compare users and nonusers of Islamic banking products in both Muslim and non-Muslim zones to capture a big picture about customers’ perceptions of Islamic banking products in Cameroon.</p><!--/ Abstract__block -->\n<h3>Practical implications</h3>\n<p>The results of this study contribute to the literature by providing a new framework that combines the theories of planned behavior and diffusion of innovation theory and provides managerial implications at the level of Islamic finance operators. Meanwhile, this research offers some policy recommendations that can help boost the development of Islamic finance in Cameroon and promote financial inclusion.</p><!--/ Abstract__block -->\n<h3>Originality/value</h3>\n<p>To the best of the authors’ knowledge, this is the first research about potential customers’ intention to use Islamic banking products in Cameroon.</p><!--/ Abstract__block -->","PeriodicalId":47761,"journal":{"name":"Journal of Islamic Marketing","volume":"9 1","pages":""},"PeriodicalIF":3.1000,"publicationDate":"2024-08-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Islamic Marketing","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1108/jima-10-2023-0322","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"BUSINESS","Score":null,"Total":0}
引用次数: 0
Abstract
Purpose
This study aims to examine factors influencing potential customers’ intention to patronize Islamic banking products in Cameroon.
Design/methodology/approach
To achieve this, a structured questionnaire was used with 318 respondents, and 300 were usable for analysis with a respondent rate of 94%. The study used SEM-PLS to analyze the data.
Findings
The findings suggested that attitude, religious motivation, awareness, subjective norm and relative advantage significantly affect potential customers intention toward Islamic banking products, while perceived regulatory and perceived innovation are insignificant. Furthermore, attitude substantially mediates the relationship between religious motivation, awareness, subjective norm, relative advantage and perceived innovation.
Research limitations/implications
However, this study focused on potential customers living in Muslim zones; future research should compare users and nonusers of Islamic banking products in both Muslim and non-Muslim zones to capture a big picture about customers’ perceptions of Islamic banking products in Cameroon.
Practical implications
The results of this study contribute to the literature by providing a new framework that combines the theories of planned behavior and diffusion of innovation theory and provides managerial implications at the level of Islamic finance operators. Meanwhile, this research offers some policy recommendations that can help boost the development of Islamic finance in Cameroon and promote financial inclusion.
Originality/value
To the best of the authors’ knowledge, this is the first research about potential customers’ intention to use Islamic banking products in Cameroon.
期刊介绍:
Launched in 2010, Journal of Islamic Marketing (JIMA) was the first journal dedicated to investigating Marketing’s relationship with Islam, in theory and practice, across Muslim majority and minority geographies. JIMA tackles the nuances associated with Muslim consumption patterns, doing business in Muslim markets, and targeting Muslim consumers. When considering the acronyms for the emerging economies to watch: in 2001 it was BRIC (Brazil, Russia, India, and China); and more recently in 2013 MINT (Mexico, Indonesia, Nigeria, Turkey), and CIVETS (Columbia, Indonesia, Vietnam, Egypt, Turkey and South Africa) – then it is apparent that economies with large Muslim populations are growing in importance. One quarter of the world''s population are Muslim, with well over half of Muslims today under the age of 25 - which prompted Miles Young, Global CEO of Ogilvy, to assert that Muslims are the "third one billion", following interest in Indian and Chinese billions, in terms of market opportunities.