Investigating the customers’ drivers of Islamic credit card loyalty and word of mouth

Jamshidi D. Kuanova L.
7 March 2022 Emerald Group Holdings Ltd.

Journal of Islamic Marketing
2022 #13 Issue 4 868 - 886 pp.

Purpose: Because of the huge advantages of Islamic credit cards for both banks and customers, the purpose of this study is to examine the main factors that influence consumers to use an Islamic credit card (ICC). Design/methodology/approach: Accordingly, the innovation diffusion theory, customer awareness and loyalty concept are considered because of their ability to predict behavior and also to provide valuable information. The proposed research model of the study was empirically validated using data collected from 397 bank customers in Kish Island, Iran. Partial least squares-structural equation modeling was used to analyze the collected data from respondents. Findings: The results indicated that relative advantage and compatibility have a significant direct effect on ICC loyalty. The significant connection between ICC loyalty by bank customers and their decision to have positive word of mouth was also confirmed. Originality/value: This study represents a basis for further refinement of individual ICC acceptance and loyalty models for researchers. For practitioners, organizations and banks would be able to redesign and manage-related factors, which, in turn, would increase the probability of ICC acceptance and usage success by bank customers.

ICC loyalty , Recommendation to others , Relative advantage , Word of mouth

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Department of Marketing and Management, Islamic Azad University, Khonj Branch, Farss, Iran
Finance and Accounting Department, Higher School of Economics and Business, Islamic Finance Center, Al Farabi Kazakh National University, Almaty, Kazakhstan
Department of Management, College of Economics, Management and Information System, University of Nizwa, Nizwa, Oman
Finance and Accounting Department, Higher School of Economics and Business, Islamic Finance Center, Al Farabi Kazakh National University, Kazakhstan

Department of Marketing and Management
Finance and Accounting Department
Department of Management
Finance and Accounting Department

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