Tazkia Islamic Finance and Business Review
Vol 9, No 1 (2015)

Predicting customers’ adoption of Islamic banking services in Tunisia:A Decomposed Theory of Planned Behaviour approach

Echchabi, Abdelghani ( College of Business, Effat University )
Azouzi, Dhekra ( Faculty of Economic Sciences and Management, El Manar University, Tunisia )

Article Info

Publish Date
29 Apr 2015


Objective -The main purpose of the study is to examine the willingness of the Tunisian customers to adopt Islamic banking services, and the factors that may influence their decision.Methods - A total of 100 questionnaires were randomly distributed to Tunisian banking customers, out of which 93 were properly filled and returned. Multiple regression and one sample t-test were subsequently applied.Results – The results showed that uncertainty, compatibility, awareness as well as subjective norm, have a significant impact on the attitude towards Islamic banking services in Tunisia. Likewise, normative belief was also found to have a significant influence on subjective norm, with particular reference to the parents, siblings, peers and colleagues, as the main referent groups. In addition, self-efficacy was found to have a significant influence on perceived behavioural control, and finally, attitude and subjective norm were found to have a significant impact on the intention to adopt Islamic banking services in Tunisia.Conclusions -Tunisian customers are willing to shift to Islamic banking services. Keywords: Tunisia, Islamic Bank, Decomposed theory of planned behaviour

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Journal Info





Economics, Econometrics & Finance


Tazkia Islamic Finance and Business Review (TIFBR) is a peer-reviewed journal published by the Institute for Research and Community Empowerment (IRCE), Tazkia University College of Islamic Economics in collaboration with Association of Islamic Economics Lecturers (ADESY). The Journal is semi-annual ...