Potential customers’ intention to use Islamic banking products in Cameroon: the mediating effect of attitude
Abstract
Purpose
This study aims to examine factors influencing potential customers’ intention to patronize Islamic banking products in Cameroon.
Design/methodology/approach
To achieve this, a structured questionnaire was used with 318 respondents, and 300 were usable for analysis with a respondent rate of 94%. The study used SEM-PLS to analyze the data.
Findings
The findings suggested that attitude, religious motivation, awareness, subjective norm and relative advantage significantly affect potential customers intention toward Islamic banking products, while perceived regulatory and perceived innovation are insignificant. Furthermore, attitude substantially mediates the relationship between religious motivation, awareness, subjective norm, relative advantage and perceived innovation.
Research limitations/implications
However, this study focused on potential customers living in Muslim zones; future research should compare users and nonusers of Islamic banking products in both Muslim and non-Muslim zones to capture a big picture about customers’ perceptions of Islamic banking products in Cameroon.
Practical implications
The results of this study contribute to the literature by providing a new framework that combines the theories of planned behavior and diffusion of innovation theory and provides managerial implications at the level of Islamic finance operators. Meanwhile, this research offers some policy recommendations that can help boost the development of Islamic finance in Cameroon and promote financial inclusion.
Originality/value
To the best of the authors’ knowledge, this is the first research about potential customers’ intention to use Islamic banking products in Cameroon.
Keywords
Acknowledgements
This research is from MA in Economics thesis. The authors are very grateful for the scholarship received from Universitas Islam International Indonesia (UIII). The authors thank two supervisors who are coauthors in this article. The authors also thanks the reviewers for their valuable feedback. Finally, the authors is very grateful to everyone who is involved directly or indirectly in the publication of this research.
Citation
Hamadou, I., Hamidi, M.L. and Yumna, A. (2024), "Potential customers’ intention to use Islamic banking products in Cameroon: the mediating effect of attitude", Journal of Islamic Marketing, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/JIMA-10-2023-0322
Publisher
:Emerald Publishing Limited
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