银行家如何看待清真金融服务?

Z. J. Johan, M. Hussain
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引用次数: 5

摘要

在过去的三十年中,马来西亚清真金融服务已成为发展最快的行业之一,穆斯林和非穆斯林都接受了一系列产品和服务。然而,伊斯兰金融产品及其伊斯兰银行机构在营销覆盖范围、品牌、产品包装和其他关键方面,如产品特点、效益和优势,都面临着来自传统产品的激烈竞争。此外,随着在清真产业内建立伊斯兰教法驱动的生态系统的国家目标,这些机构面临着保持竞争力的巨大压力。在竞争激烈的金融行业背景下,本定性研究考察了伊斯兰金融服务的关键属性,重点关注银行家在推广、营销和销售伊斯兰金融产品和服务方面的知识、态度和接受程度。采用半结构化面试技巧;吉隆坡市中心的七家银行的客户服务人员被选中。本探索性研究旨在确定银行家对清真金融服务的看法,研究发现银行家对特定产品的知识,态度和接受程度可以产生客户对所提供产品的积极感知,意识和接受程度,从而提高他们的满意度和忠诚度。预计这项研究将促进对伊斯兰金融服务的知识进步和理解,以促进健康和完整地提供符合伊斯兰教法的金融解决方案。它可以进一步扩大伊斯兰金融行业的资产基础和外延,从而有助于提高客户满意度和忠诚度。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
What do bankers think about Halal financial services?
Over the past three decades, Malaysian halal financial services have become one of the fastest growing industries with a range of products and services accepted by both Muslims and non-Muslims.  However, the Islamic financial products and its Islamic banking institutions are facing stiff competition from conventional products in relation to marketing coverage, branding, product packaging and other pivotal aspects such as product features, benefits and advantages.  Moreover, there is an immense pressure on the institutions to remain competitive along with the national goals of building shariah-driven ecosystem within the halal industry.  Against the backdrop of the competitive financial industry landscape, this qualitative study examines the crucial attributes of Islamic financial services with focus on knowledge, attitude and level of acceptance of bankers in promoting, marketing and selling Islamic financial products and services.  Employing semi structured interview technique; customer service officers of seven banks within Kuala Lumpur City Centre were selected.  This exploratory study is aimed to identify the perception of bankers towards halal financial services and the study has discovered bankers' knowledge, attitude and level of acceptance of specific products can generate customer’s positive perception, awareness and acceptance of the product offered which will increase their satisfaction and loyalty.  This study is expected to promote knowledge advancement and understanding of Islamic financial services towards fostering a healthy and complete offering of shariah compliant financial solutions. It can later further expand the asset base and outreach of the Islamic financial industry, and subsequently contributes towards increased customer satisfaction and loyalty.
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