在三十年前,伊斯蘭銀行業基本上是沒有經驗的,但如今伊斯蘭銀行業運轉著全世界56個國家估價超過一萬億的存款。(Nasrin, 2009)。相反,2005年Verdanos研究指出,當世界各地有超過200家的伊斯蘭銀行和經營機構,而伊斯蘭銀行業在伊斯蘭主義中是發展的最快的金融服務機構。另一方面,這個行業本身得到了穆斯林和非穆斯林客戶的廣泛接受(Iqbal & Molyneux,2005)。

 

作為如今服務行業中重要的一員,伊斯蘭銀行業不再被視為只是努力去履行穆斯林社區的宗教義務的商業實體,更重要的是作為一個企業,在保留老客戶的同時又贏得了新顧客 (Wilson, 1995)。Naser和Moutinho(1997),研究關于伊斯蘭銀行面臨著和其他商業銀行的競爭,伊斯蘭銀行業本身應該更加關注營銷的影響。其他商業銀行也同樣是運營著市場部門,他們之間相互的競爭以吸引更多的儲戶。

 

伊斯蘭銀行業在過去三十年的發展-The development of Islamic banking over the past thirty years

 

In the past thirty years ago, Islamic banking was basically unfamiliar, but the Islamic banking nowadays operate in fifty six countries all over the world with estimate deposits of exceeds one thousand billion (Nasrin, 2009). Instead of that, in the Verdanos in 2005 research stated that, Islamic banking is the fastest growing financial service in Islamic principles when more than 200 Islamic banking and institutions operates around the world. Islamic banking industries have received globally customer attentions. On the other hands, this industry receive wide acceptance by the Muslim itself and non Muslim customers (Iqbal & Molyneux, 2005).

 

As one of the important players in service industry today, Islamic banking is no longer regarded as a business entity striving only to fulfil the religious obligations of the Muslim community, but more significantly as a business that is accordingly in need for winning over customers whilst retaining the old ones (Wilson, 1995). In the Naser and Moutinho (1997), research regarding the competition that Islamic banks faced with others commercial banks, marketing efforts should be more concern by the Islamic banking itself. It is same like others commercial banks doing the market sectors, where they are competing among each other to attract more depositors.

 

Under Islamic law, Syariah, it will guide the entire Islamic bank all over the world as a path of direction in running the Islamic banking and fiancé activities (Nasrin 2009). The relationship between Islamic banks and their suppliers of funds is based on the concept of the honesty, justice and equity which is depends on the principles of Shariah (Sudin & Nursolfiza 2008). The Shariah concept based on the (Sudin & Nursolfize 2008) research, they found that the income earn should be equal to the performance or based on individual’s work done. There are several type of Shariah in Islamic law were implement in Islamic banking industries.#p#分頁標題#e#

 

Islamic banking also convince with two types of legal councils instead of Shariah law another one is traditional which is lawyers, as Islamic finance is intertwined within its religion, the basis of religion affects the finance in two important ways (Al- Bahar 1996). One of the important ways in conducting Islamic banking by Al- Bahar 1996 study is Islam aims at building a socio economic which means in order based on justice and considers economic activity as a means to an end and not an end itself. Doing the legal activities which is not to contribute any abhors exploitation and not guanine inequalities that are a trust from Allah (S.A.W) to gain income and wealth.

 

Besides that, Islam is intensely concerned with the problem regarding the economic development but treats this as an important part of problem that of total human development. It deals with all aspects of economic development but always in the framework of total human development and never in a form of divorce from this perspective (Al- Harran 1993). This theory is based on M. Shahid Ebrahim and TanKai Joo 2001 research study. In developing economies such as Pakistan, most businesses continue to maintain multiple books of accounts, thus making it very difficult for banks to monitor the true profitability of various clients (Baqar 2005). The Islamic paradigm encourages risk-taking, innovation and entrepreneurship in business and finance so as to ensure optimal use of global wealth and sustainable economic growth with social justice (M. Ishaq 2005).

 

In Malaysia, all of the banks operates here are practising the dual banking system which means Islamic banks are not excluded in performing this types of banking system. Malaysian customer’s perceptions toward Islamic banks are positive impact due to the fact that Islamic banks have to compete with the long established conventional banks in a dual banking system (Asyraf 2007). Islamic banking system activity operates in a same way with the conventional system since 1983 which is the year that Malaysian banks sectors implement the dual banking system (Asyraf 2007). Rosly 1999, examine that the possible outcomes of a dual banking system on Islamic banking performance and the benefits to customers during a rising and falling of interest rates.

 

Al-murabaha and Ijara Wa Iqtina has been the application of credit sale in financing which is the common trend in Islamic banking operations in Malaysia (Saiful 2003). The principles of risk and profit sharing can be specifically applied to the various activities which define the scope of Islamic banking. Mudarabah also known as the involves the banks buying what the customers wants and then selling to him or her later at an agreed price which are usually above the buying price which are including a service fee (Ferhad and Gautam 2004). This practice is acceptable and considered legitimate under Islamic law (Lewis and Algaoud 2001).#p#分頁標題#e#

 

Unlike the conventional banks, Islamic banks rules and regulations make the different between these two sectors of banks activities. Thus make the issue occurs within customers to make their own speculations regarding the services that provides by Islamic banks and commercial banks. On the others hand, since Islamic banks implementing the zero interest to customers, in the commercial points of view interests rates are the major subject to being issues to keep the competitive to others commercials banks. The further discussion will elaborate more regarding the issues of interest.

 

In Islamic perceptions, interest taking is known as “Riba” which is means that it is not legal income for anyone to take or its non Halal income (Haram). Principles based on Islamic financial instrument are they exclude interest (riba), not possess major uncertainty (Gharar) and not have gambling like reatures (maysir) (Anjum 2008). Islamic banks or commercial banks with providing the Islamic products and services cannot have fixed interest debt instrument due to the prohibition of interest. The Quran argue regarding the interest taking is an unfair business transaction as profit earn from loans are risk free with no evidence of value added by the lender (Saiful 2003).

 

Islamic banking is looking for fair and balanced to society as the objectives by Islamic economics (Mirakhor 2000; Warde 2000). As a consequences, the many prohibitions in Islamic banking sector such as interest, gambling, excessive risk and whatever related to Non Halal income, are provide a level playing field to protect the interest and to promote social harmony (Ahmad 2000). Profit and loss sharing arrangement are the Islamic banking sector solutions due the interest rates problem. By using the profit and loss sharing term, means that the entrepreneur or the borrower will participate in financial markets. In Islam is will consider profit and loss sharing, rather than charging an interest which much more closer to ethics, social justice and equity (Nasrin 2009).

 

產品和服務-Products and services

 

The important element in considering the needs of bank consumers regarding the products and services offered by the bank is by the positioning strategy (Huu, P.T. and Kar Y.H. 2000). The positioning strategy explain the Huu P.T and Kar Y.H in 2000 research is involving the perceptual differentiation between the bank products and services itself to other banks. in some study, they found that the successful implementation if product and services innovations will be raleted on the levels of centralisation, higher levels of complexity, higher levels and larger size of integration (Sciulli, 1998). The study done by Sciulli is about the innovations technology that impacts the products and services delivery nowadays. Thus the innovation of banking industry has become the interesting topic for the researcher to study. A dramatic change in the banking sectors in the way of relationship between the banks itself and their customers when the introduction of internet banking was being adopt (Hans et al 2005).#p#分頁標題#e#

 

As far as retail banking concerned, the high contact of services will be more accurate in traditionally, lack of direct human intercommunications in online channels impose the use of each service element as an opportunities to emphasize of establish quality perceptions of consumers (Broderick and Vachirapormpuk 2002). On the other hand, the service qualities are the primary key in differentiating service offers and build up the competitive advantage in the banking sector, since the information of the bank’s itself already appear online (Gronroos et al 2000; Santos 2003).

 

Based on the internet applications for marketing the product and distributions are the best lane for any business to implement which are considered as the important vehicle to market the products and services (Dixton and Marston 2005; Tih and Ennis 2007). Online for products and services will be highly demanded by customers (Acharya and Kagan 2004). Therefore, the competitions between the commercial banks in the industry also will highly increased (Grant Thornton 2007). The adoption of online banking by the customers towards commercial banks will foster the profitability of the banks by improving the customers’ service and it reduces the product marketing cost (Chau and Lai 2003).

 

New customers in the banking industry come in, as well as online banking technologies keep increasing day by day. Commercial banks are restructuring their products mix and expanding their delivery channel to attract and retain customer which is discussed by (Acharya, Kagan and Lingam 2008) in their managerial implications. On the other hands the bank communities need overcome with the new strategies which are different from the previous strategies that used in brick and mortar era. The ability of the online banking may variety which the banks can use whatever types of technology creativity that could be implementing.

 

The discussion in Fernando and Greg 2004 research regarding the Ecuadorian salesperson in banking industries, they found that salespersons or frontline employees are important in increasing the selling banking products and services. The basic implementations to the success in banking industry is the effectiveness of personal selling which were be recognized by the practitioners and the academicians (Bernsel 2001). Johnston and Marshall Study in 2003 found that, both personal traits and organizational factors are impacted by the effectiveness performance by the salesperson. Managerial implications in the Fernando and Greg 2004 research state that, the special techniques that the sales person have in clarify the products benefits and being knowledgeable about the products are the important to expanding banking industry in Hispanic marketplace.

 

Keynak et al (1991), in their Turkish study, found that, the provision of fast and efficient service was the primary criterion. Another, Keynak (1995) in the Finnish study, perceived that the important for peoples there in considering the bank to select is reception given at the banks. The customer’s service that reception gives to customers should be acceptable conditions. In Poh (1996), study the student of Singapore University and Polytechnic in Singapore, he found that the supreme criteria in these students was the speed of service and Automated Tailor Machine (ATM) related. Instead they are being influence by the third party to make a bank’s as a bank selection.#p#分頁標題#e#

 

The changes of the year does not alter the perception among the students in Singapore, where Gerrard (2001), found in his research, shown that speed at which services are provided and the range of services available at the banks seen as being part of the factor group results regarding the postgraduates there. In Poland, according to the Kennington et al. (1996), the key variables that get customers attentions is reputation price of products and services and another one is services to customers. This finding is due to his research study which reviews the variables influencing customers. An essential element of marketing strategies in banking sectors is the development of effective customer relationships increase (Bejou et al 1998).

 

The success of a service provider is relying on the high quality relationship with customers; this is found in the most cases of study (Panda 2003). In the customer products perceptions, increased the product choice available and enhance product offering have made consumers more sophisticated, inquisitive and systematic and boosted in their buying decision, knowledgeable and demanding (Murphy 1996; Shelton 1995). To compose solid customers relationships and compete on value, great service is needed to assure it was different from others competitors (Allred and Adddams 2000). In banks marketing competitions, a consumer who may be potential customers to any banks in order to get better rates or reduce their risk, ask for improved communications about products and conditions, quality and professionalism in bank staff and offerings (Kennington et al 1996).

 

In Chiung, J.L and Wen, H.W (2009) study, they found that financial performance will affect based on positive customer perceptions toward the banks which means that customers purchase financial services with dissimilar benefits, all which of come with corresponding attributes and hence result in different levels of customer satisfaction and behavioural sequence. It is important to build up customers trust, commitment, repurchase intentions and corporate financial performance. This is based on after his found the research results. In additions, to break through the customers buying intention, is should count upon the customer satisfaction with the current products or services (Liang and Wang 2009).

 

However, in the recent studies it indicates two important findings which are the reason may lead the customers to cross buy more than relationship maintenance does was relationship development and another one is satisfactions of current products and services may not be a vital in ensuring customer cross buying intention (Verhoef et al 2001: Verhoef 2003). In this sense, to be conscious of the concept of loyalty highlights the need to increase customer value that displayed by customer retentions and cross buying (Bolton et al 2004), here taken as alternate of financial performance by service provider.

 

The aftermath outcome of the customer and seller will appear when the satisfactions are considered (Smith and Barclay 1997). Previously, a collection of past transaction that customer have made and experienced as the satisfaction is unable to predict future consumption behaviour (Liang and Wand 2006). To be the most powerful predictor or customer is when their repeat their purchasing which is entitled to loyalty considerations, then it was followed by the commitment, trust and customer satisfactions (Liang and Wang 2009).

 

In (Anderson and Narus 1990) study, they characterized satisfactions as a consumer’s efficient state arises from a total appraisal of their relationship with provider. Consumers’ perceptions of the relationship are the efforts exercised by the seller which are the strength of customers rely on (Bennett (1996). The commitment’ as explain previous statement was not only crucial characteristic for sustaining good quality and long term relationships (Dwyer et al 1987), but also an expression of customer willingness or their awareness to remain with the provider (Odekerken-Schroder et al 2003). Therefore, propose that the relationship quality primarily reflects the internal strength of relationship between the buyer and seller (Chiung and Wang 2009).

 

Beside that in (Chiung and Wang 2009), study in their managerial implications and contributions of the research stated that, namely, the treat that manager delivers to consumers should be as the partner in the managers provisions of original services or their adventure to develop successful new service. It will boost a positive atmosphere, by abolish barriers of risk, and allow the relationship to progress, later it will improve financial performance. As in the case of within one firm, but less cost, a relationship between two parties can contribute a cross organizational architecture as “lean” (Womack et al 1990).

 

便利-Convenience

 

Providing a service to customers at a place that minimize the overall travel cost to the consumer is the definition of convenient (Michael, David, Sharon 2003). Convenient is one of the aspects to the broader convenience construct that includes time, place, acquisition, use, and execution dimensions (Brown 1990). One of the most common developments in the banking sector has been the use of technology in creating new channels where their customers can get with the bank at their convenience (Mukesh, Fong, Amat 2009). Certain bank could be identifies as the attractions by the bank user of customer, when the bank are convenient in their view, it is as more crucial in their eventual choice of bank (Keynak and Harcar 2005). In Malaysia, convenience is an additional dimension for commercial banks where it is as one of the major concern of banks for their customers (Mukesh, Fong and Amat 2009).

 

Convenient may effects customers’ overall assessment of the service in their awareness of service, including the satisfactions with the service and perceived service quality and fairness (Berry et al 2002). The criteria used for bank selection in Sweden, realize that the factors included are, bank location, availability of loans and influence from parents which are examined by (Martenson 1985). Furthermore which are based on her findings explain that customers more tend to select the bank where their salary is paid through. This means that the customers open an account based on theirs company conveniences. Company want to make it easy when they want to pay their employees salary and to cutting the company cost of transaction. For example, certain service charges will be charge for any transactions which are having a different bank account. Thus the company want to centralise it.

 

The investigation of bank selections that have been made around 1991 by Denton and Chan, they suggest that the selection of the selection of multiple banks is influenced by factors such as risk reduction, convenience in terms of number of branches and Automated Teller Machine and prestige. Various way to provide service that can came up with, including the use of self service technologies like ATMs, internet banking and phone banking, is welcome but the banks should further educates their customers on the said technologies to make it convenience toward customers (Mukesh, Fong, and Vincent 2010). Beside that Mukesh et al stated that ATM are preferred the reason is because they are fast automated and the machine are conveniently located for certain banks. Branch banking are also preferred due to the activities that can’t perform electronically, since nowadays are the technology advancement. For example want to withdrawn certain amount of money where cash needed at the particular of time.

 

Nowadays, even the technology has been rapidly changes the customer may consider their conveniences in selecting the banks’. For example, in the research (Mukesh, Fong and Vincent 2010) they found that the mobile is not the preferences of Malaysian people when selecting the banks. The convenient is the most essential factors affecting the choice of bank in their study observations which means the phone banking is least popular among people here. On the others hand the, conversely, requirement of the bank branches and convenience are the most crucial factors for customers to choose. The acceptance of innovations can be measured by the amount acceptance of usage, looking at the effects the innovations has on organization or by measuring user satisfactions (Delone and McLean 1992; Leino 2001).

 

In some research findings, it showed that convenience in term of locations of office, payroll deductions and direct deposit are the main decision criteria (Contantine, Ioannis and Magdalini 2006). This research is regarding the service quality in bank selection for mortgage loans which are most likely related to the banks sectors. The convenient operating hours that banks have and ability to conduct transactions in that short waiting period are the two variables under convenient (Mukesh et al 2010). Waiting time will cause dissatisfactions among the customers in creating the customers relationships. Some researcher addressed the awareness of the business and professionals consumers are the value of fast services, saving time service and short wait time (Bloemer et al 1998; LeBlanc and Nguyen 1996; Stafford 1996).On the other hand, short wait time and the value of promptness are also reported as important in Turkey (Ulengin 1998; Yavas et al 1997).#p#分頁標題#e#

 

In previous study, some argued that convenient is based on brick and mortar branches where there is less technology use, this study has also been done by research on their demographics and geographic locations structures structure (Gerrad and Gunningham 1997; Sudin Haron et al (1994). Location is most relevant to service firms that desire the customer to travel to the service organization to receive the service (Lovelock 1983). Maximizing the locations convenient may be misguided for number of reasons, particularly in the context of customers’ retention in services (Michael et al 2003). Beside that in his research they found that, there is some different in the current research and the previous research which by focusing on service firms locations from the consumers perspective and integrating the customers awareness of convenient locations with their current levels of satisfactions and repurchase intentions.

 

A common conclusion based on the previous opinion and location theory research has been that to ensure success of retailers and services, the store or buildings should located in the convenient locations that allow an easy access and that attract largest numbers of customers (Huff 1964; Stanley and Sewall 1976). If there has any problem customer can easily reach the bank branches to communicate with and discuss the problem.

 

增值-Value Added

 

The value added development in banking services have been enhance in many forms via multiples electronics channels that provided to customers (Laukkanen 2007). A technology itself will provided banks users the convenience which to obtain the financial services which they find themselves provided by mobile communications exist (The World Bank 2009). The innovation adoption process will changes the perceptions of the bank users and which is struggling to change is a normal consumer response to innovations (Ram 1987, 1989). On top of that, the increasing importance of modern communications and information technologies in delivering the financial services the analysis of internet banking quality issues become an interest for people such as researchers and manager to study (Hughes 2003; Jayawardhena 2004).

 

Development and applications of advanced information technologies are the fundamental for banking industry which provides financial services for many businesses (Sanders and Temkin 2000). Banking industries investing a billion of dollars in the internet infrastructures to full filled customers’ satisfactions and custody are increasingly developing in electronic banking which is their factors of the key success (Hans et al 2005). In Hans (2005) statement, he also mentioned that Deutsche Bank’s Invest approximately half billion US dollar per year to enhance the technology of internet banking. For instance, in order to overcome the innovations by understanding the changes caused in the context of innovations, (Rogers 2003) argues that one must focused in the communications process. Define the divine of the innovations of products and services. In the innovations context, communication availability is referring to the ease of use of the certain banking product itself toward customers, the higher the innovation resistance it is likely to be (Ram 1987).#p#分頁標題#e#

 

Newly, one of the most value added that has take an advantages in the development of technology innovations in banking sectors was mobile banking (Lee et al 2003). These new technology has provided many chances for new innovations for banks which the latest banking activity in this areas was mobile credit card (Hanudin 2007). The number of third generation mobile technology 3G subscribers has increase rapidly from 1.4 million to 2.3 million within the first half of 2006 (DGT 2006). Such rapid increase in short time represent consumers’ behaviour and willingness to adopt the advanced the technology and getting involve the activity that require intensive usage of third generations mobile technology 3G.

 

In Malaysia, the 3G technology is making an important impact on Malaysia market as the cost is much lower and the technology are not longer major barrier for the 3G technology to expand. The 3G technology has started in Malaysia since July 2003 when the Communications and Multimedia Commission awarded the license to Telekom Malaysia and UMTS Sdn. Bhd. Since, the technology has expanded and is expected to cover 80% of Malaysian population by this year. This technology is converging the interactive multimedia services with the flexibility mobility of wireless. According to the report release by research house Frost and Sullivan Asia Pacific, the 3G Malaysia market has high mobile penetration rate, but it has been marred with several problems like limited network coverage, diseconomies of scale and the lack of financial flexibility. Besides that, according to Frost and Sullivan, subscribers in Malaysia grew from 431,000 in December 2006 to 7000,000 in June 2007. This means somehow the numbers of 3G users will also effects the number of users in 3G mobile banking in Malaysia. However, the mobile phone adoption of banking industries in Malaysia not yet to be determined.

 

However, mobile banking in Unite Kingdom (UK) is considered one of the most value added and influential mobile services available there (Lee et al 2003). Instead of 3G, second generations (2G) and wireless applications protocol (WAP) also is currently available in doing mobile banking transactions which are virtually all of the banks that offer electronic services support the transactions such as check the balances in customer’s account, transfer funds between accounts and order electronic payments (Lee et al 2003). Different system may functions in different way which means some of the 3G phone banking allowed their customers to apply for loans, download their information account into their personal computer, trade funds or mutual funds and the last but not least is looking at the cheque image and deposit slips (Bankrate 1998).

 

Furthermore, there were wide acceptances of mobile phone certain countries around the globe, for example, in Korea already 70 percent, over 40 million subscribers in India, 95% in Finland and in China there is more than 300 million (Gillespie 2007) and he estimated there is more people will using mobile phone in this year. These statement supported by the world bank discussion which stated that, nowadays, there is more phone available rather than personal computers (PC’s) in the market itself (The World Bank 2009). On the other hand, it can sustain the customer’s relationship where mobile devices improve the quality of services because the client can perform at theirs convenient which connections are provided (Laukkanen 2007).#p#分頁標題#e#

 

In 1997, at mainland China the internet banking and telephone banking was rapidly spread among the bank users which the China Merchant Bank was the first banks in china who launch the internet payments system there (Li 2002). The retail banks there provide online banking as the value added services for the existing branch activities while mobile banking assume as earlier stage of implementation (Li 2005). The distributions of personal computer are slow in their market with only 2.5 percent of household there owning the PC’s, and it will be assuming the growth until this year to 25 percent (Trappey and Trappey 2001). Due to the value added and the advanced in the technology, China reported that it was drastically increased in internet and mobile usage that have become the largest internet and biggest mobile phone market in the world during 2002 (Wong et al 2004).