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THE PERCEPTION OF CUSTOMERS ON ISLAMIC BANKING IN NIGERIA BY USING JAIZ BANK AS A CASE STUDY
CHAPTER ONE
INTRODUCTION
1.1 Background to the Study
Marketers are often faced with the challenge of examining their service quality from customers’ point of view. To achieve this, they use market research to determine customers’ expectations and then use information obtained there to develop their service quality dimension in order to meet or exceed their customers’ expectations. Many service organizations in Nigeria have responded to the strategic and financial impact of quality by treating it as a valuable tool for building and maintaining competitive advantage. Companies that have goods and services perceived as being of high quality typically experience high customer patronage and loyalty; such that satisfied customers often help to attract new customers through word of mouth advertising and positive referrals. Thus, it is apparent that, in the long term, the most important factor affecting business performance is the quality of goods and services offered by the organization, relative to its competitors. Many companies therefore, try to deliver a service with superior and differentiated quality. For a while now, Islamic banking has emerged as one of the fastest growing industries. It has spread to all corners of the globe and received wide acceptance by both Muslims and non-Muslims alike being one of the most important players in financial service industry, Islamic banking is now seen as a business entity striving not only to fulfill the religious obligations of the Muslim community, but also, as a business that is needed for winning over other customers whilst retaining the old ones. Islamic banking has become an integral part of global banking and finance industry. Since its debut in the 1960s as an alternative to the interest-based banking, Islamic banking has continued to grow and expand in both the number of institutions, assets size and countries in which its products and services are offered.
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