INVESTIGATING DETERMINANTS OF CUSTOMER RETENTION IN ISLAMIC BANKING: AN EMPIRICAL INVESTIGATION IN THE PAKISTANI PARADIGM

Abstract

This scholarly investigation delves into the influences that change customer retention in the Islamic banking sector in Pakistan. Utilizing data from a survey of respondents across five Islamic banks, the study employs multiple regression analysis through SPSS for data analysis. The findings highlight the positive effect of service characteristics, trust, and religiosity on consumer retention while revealing a counterintuitive negative influence on brand image. The study suggests that Islamic financial institutions should prioritize enhancing service quality and trust to attract and retain customers. This research stands out for its comprehensive exploration of diverse factors shaping the intentions of Islamic banking customers in Pakistan.