A Study On The Small And Medium-Sized Enteprises' (Smes) Perception Towards Islamic Banking Products And Services: Implication On The Marketing Strategy In Competitive Environment
Small and Medium Enterprises (SMEs) play an important supportive role in the Malaysian economy. In capturing this market segment, Islamic banks offer various banking products to cater SMEs' needs in daily business transactions. This research examines their perception towards the banking prod...
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| Main Authors: | , , |
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| Format: | Research Report |
| Language: | English |
| Published: |
Kolej Universiti Islam Malaysia
2015
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| Online Access: | http://ddms.usim.edu.my/handle/123456789/7850 |
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| Summary: | Small and Medium Enterprises (SMEs) play an important supportive role in the
Malaysian economy. In capturing this market segment, Islamic banks offer various
banking products to cater SMEs' needs in daily business transactions. This research
examines their perception towards the banking products offered which includes a study
on their level of acceptance, knowledge, factors considered important in bank selection,
current marketing strategy and customer satisfaction in Islamic banking. The research
adopted a survey-based approach in collecting the data by distributing a set of selfadministered
questionnaires to the potential SMEs. A total of 180 SMEs from Federal
Tenitory of Kuala Lumpur, Selangor and Negeri Sembilan participated in this research.
The results indicate that majority of the SMEs still do not consider the Islamic banks as
the most desirable financial institution. The less effective marketing strategy has been
identified as one of the reasons contributing to the low acceptance of products offered. It
is also found that variances in the SMEs profiles infleunce their perception towards
Islamic banking. The research concludes with some recommendations to be adopted in
enhancing the effectiveness of Islamic banks marketing strategy. |
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