THE IMPACT OF CORPORATE BRAND EQUITY AND BRAND CREDIBILITY ON CUSTOMER SATISFACTION IN ISLAMIC BANKS
With the liberalization of the economic sector of Pakistan and introduction of Islamic banking system, the industry becomes more competitive as the consumer has more choices and thus their preference changed toward banking and religious obligations. In this increasing high competitive industry, Bankers are more focus on customer satisfaction and service quality to gain competitive advantages. The purpose of this study is to investigate the relationship between brand credibility, brand equity and customer satisfaction in banking sector of Pakistan. This study also examines service quality as moderating variable between brand credibility, brand equity and customer satisfaction. This study was descriptive in nature and used convenient sampling using quantitative research methods. The researcher targeted 10 enlisted Islamic banks in Southern Punjab in Pakistan. A total of 327 questionnaires were returned and used for analysis using SPSS statistical software. The finding have revealed that there is a significant relationship between corporate brand credibility, brand equity and customer satisfaction. Moreover, it was also found that service quality moderates between corporate brand credibility, brand equity and customer satisfaction. This might be due to the banking sector in Pakistan is getting complex and molding their services according to Islamic banking customers and now Islamic banking customers have concern over return on investements and distribution of profits and losses. The customer is also beoming sensitive over transparent Islamic banking financial mechanisims. Therefore, this paper address Islamic banking brands which meet the customer expectation leading to their satisfaction and do not breach Islamic financial principls. This paper further recommended to have more similar or mix method studies with bigger sample the paper also suggested to critically investigate other unexplored attributes encompassing Islamic banking services and mechanisms such as one introduced and practiced in Bangladesh and other Islamic developing countries.