The Nexus between Product Features, Brand Image, Service Quality and Islamic Banking Performance in Malaysia
Keywords:
Islamic Banking, Product Features, Brand Image, Service Quality, Islamic Banking Performance.
Abstract
This research aims to explore the factors that could affect Islamic banking performance in Malaysia. Hence, this research presents a conceptual framework on the effects of product features, brand image, and service quality on Islamic banking performance. Research hypotheses are proposed based on the theorised relationship among the variables in this research. Significant effects are expected between product features, brand image, service quality, and Islamic banking performance.
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References
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Abdullah, N. I., Hashim, F., & Ismail, N. (2022). Financial and social performance of Islamic banks: The role of governance mechanisms. Journal of Islamic Accounting and Business Research, 13(1), 34-56. https://doi.org/10.1108/JIABR-07-2021-0191
Afifah, A., & Kurniawati, N. A. (2021). Influence of service quality dimensions of Islamic banks on customer satisfaction and their impact on customer loyalty. Journal of Islamic Economic Laws, 4(2), 105-136. https://doi.org/10.23917/jisel.v4i2.15089
Ahmed, S., Mohiuddin, M., Rahman, M., Tarique, K. M., & Azim, Md. (2022). The impact of Islamic Shariah compliance on customer satisfaction in Islamic banking services: Mediating role of service quality, Journal of Islamic Marketing, 13(9), 1829-1842. https://doi.org/10.1108/JIMA-11-2020-0346
Albaity, M., & Rahman, M. (2021). Customer loyalty towards Islamic banks: The mediating role of trust and attitude. Sustainability, 13(19), 10758. https://doi.org/10.3390/su131910758
Ali, S., Zainal, A., & Hassan, R. (2021). Evaluating performance of Islamic banks: A Maqasid Shariah approach. International Journal of Islamic and Middle Eastern Finance and Management, 14(4), 789–805. https://doi.org/10.1108/IMEFM-10-2020-0485
Alkindi, M., & Utami, W. (2025). A comparative study of Islamic conformity, profitability, and green performance in Southeast Asian Islamic banks. Banks and Bank Systems, 20(1), 174-190. http://dx.doi.org/10.21511/bbs.20(1).2025.15
Al-Kwifi, O. S., & McNaughton, R. (2013). Technology switching and product innovation in capital-intensive technology markets: The case of magnetic resonance imaging equipment. Journal of Business & Industrial Marketing, 28(5), 421-431. http://dx.doi.org/10.1108/08858621311330263
Alsmadi, A. A., Alrawashdeh, N., Al-Gasaymeh, A., Al-Malahmeh, H., & Moh’d Al_hazimeh, A. (2023). Impact of business enablers on banking performance: A moderating role of Fintech. Banks and Bank Systems, 18(1), 14-24. https://doi.org/10.21511/bbs.18(1).2023.02
Al-Malkawi, H. N., Rizwan, S., & Sarea, A. (2023). Factors affecting buying decisions of Islamic banking products: The moderating role of religious belief. International Journal of Emerging Markets. https://doi.org/10.1108/ijoem-03-2023-0439
Amin, H., Abdul Rahman, A. R., Abdul Razak, D., & Rizal, H. (2017). Consumer attitude and preference in the Islamic mortgage sector: a study of Malaysian consumers. Management Research Review, 40(1), 95-115. https://doi.org/10.1108/mrr-07-2015-0159
Amirzadeh, R., & Shoorvarzy, M. R. (2013). Prioritizing service quality factors in Iranian Islamic banking using a fuzzy approach. International Journal of Islamic and Middle Eastern Finance and Management, 6(1), 64-78. https://doi.org/10.1108/17538391311310752
Angur, M. G., Nataraajan, R., & Jahera, J. S. (1999). SQ in the banking industry: An assessment in a developing economy. International Journal of Bank Marketing, 17(3), 116-125. https://doi.org/10.1108/02652329910269211
Araujo, J., Pereira, I. V., & Santos, J. D. (2023). The effect of corporate social responsibility on brand image and brand equity, and its impact on consumer satisfaction. Administratives Science, 13(5), 118. https://doi.org/10.3390/admsci13050118
Bank Islam Malaysia Berhad. (n.d.). Our history. https://www.bankislam.com/corporate-info/resources/our-history/#:~:text=The%20bank%20was%20formed%20after,workforce%20of%20more%20than%204%2C500.
Bank Negara Malaysia. (2023a). The Malaysian Islamic Financial Market Report. https://www.bnm.gov.my/documents/20124/54166/The-Malaysian-Islamic-Financial-Market-Report.pdf
Bank Negara Malaysia. (2023b). Financial stability review – Second half 2023. https://www.bnm.gov.my/documents/20124/13790687/fsr23h2_en_book.pdf
Brady, M. K., & Cronin, J. J. (2001). Some new thoughts on conceptualizing perceived service quality: A hierarchical approach. Journal of Marketing, 65(3), 34–49. https://doi.org/10.1509/jmkg.65.3.34.18334
Chaffey, D. (2024, March 15). The content marketing matrix: A content marketing planning tool to help marketers generate a matrix of ideas for the most engaging content types for their audiences. Smart Insights. https://www.smartinsights.com/content-management/content-marketing-strategy/the-content-marketing-matrix-new-infographic/
Chen, L. H., Chen, M., Ye, Y., Tung, I., Cheng, C., & Tung, S. (2012). Perceived service quality and life satisfaction: The mediating role of the actor’s satisfaction with the event. International Journal of Sports Marketing and Sponsorship, 13(4), 7–24. https://doi.org/10.1108/ijsms-13-04-2012-b003
Corazza, L. (2018). Small business social responsibility: The CSR4UTOOL web application. Journal of Applied Accounting Research, 19(3), 392. https://doi.org/10.1108/JAAR-11-2014-0122
Dusuki, A.?W., & Abdullah, N.?I. (2007). Maqasid al-Shari`ah, Maslahah, and corporate social responsibility. American Journal of Islamic Social Sciences, 24(1), 25-45. https://doi.org/10.35632/ajiss.v24i1.415
Fitch Ratings. (2025). Malaysian Islamic banks dashboard: 2025. https://www.fitchratings.com/research/banks/malaysian-islamic-banks-dashboard-2025-05-02-2025
Grant Thornton. (2024). Personal touch helps banks satisfy customers. https://www.grantthornton.com/insights/articles/banking/2024/personal-touch-helps-banks-satisfy-customers
Islamic Financial Services Board. (2023). Islamic Financial Services Industry Stability Report 2023. https://www.ifsb.org/wp-content/uploads/2023/10/Islamic-Financial-Services-Industry-Stability-Report-2023_En.pdf
John, G., Weiss, A., & Dutta, S. (1999). Fundamental issues and directions for marketing. Journal of Marketing, 63, 78-91. https://doi.org/10.2307/1252103
Lee, S., Han, H., Radic, A., & Tariq, B. (2020). Corporate social responsibility (CSR) as a customer satisfaction and retention strategy in the chain restaurant sector. Journal of Hospitality and Tourism Management, 45, 348-358. https://doi.org/10.1016/j.jhtm.2020.09.002
Miah, M. D., Kassim, N. M., Zain, M., & Usman, M. (2024). Factors affecting SMEs’ choice of banks in Oman: An emphasis on Islamic banks. International Journal of Islamic and Middle Eastern Finance and Management, 17(6), 1320-1341. http://dx.doi.org/10.1108/IMEFM-04-2024-0179
Mohd Nor, M. N., Haron, S., & Mohd Rani, S. H. (2020). Measuring Islamic banks’ performance: A balanced scorecard approach. ISRA International Journal of Islamic Finance, 12(3), 385–399. https://doi.org/10.1108/IJIF-12-2019-0200
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1), 12–40.
Rahman, A. A., & Majid, M. S. A. (2021). The impact of Shariah governance on the performance of Islamic banks in Malaysia. Asian Journal of Accounting and Governance, 16, 27–35. https://doi.org/10.17576/AJAG-2021-16-03
Ramya, N., Kowsalya, A., & Dharanipriya, K. (2019). Service quality and its dimensions. EPRA International Journal of Research and Development, 4(2), 39-41.
Raza, B., St-Onge, S., & Ali, M. (2023). Frontline employees’ performance in the financial services industry: The significance of trust, empathy, and consumer orientation. International Journal of Bank Marketing, 41(3), 527-539. https://doi.org/10.1108/ijbm-06-2022-0237
Rico, M. G., Collado, A. M., Vijande, M. L. S., Collado, M. V. M., & Imhoff, B. (2023). The role of novel instruments of brand communication and brand image in building consumers’ brand preference and intention to visit wineries. Current Psychology, 42. https://doi.org/10.1007/s12144-021-02656-w
Rohmad, Rivaldo, Y., Kamanda, S., V., & Yusman, E. (2022). The influence of brand image, promotion, and trust on customer loyalty at Bank BSI Nagoya Batam branch. Jurnal Mantik, 6(2), 1-4. https://www.iocscience.org/ejournal/index.php/mantik/article/view/2810/2225
Shahid, M., Bhatti, F. A., Mohtesham, M. M. J., & Mahadi, N. F. B. (2022). The value propositions and the nature of the Islamic banks' products and services in providing solutions for the financial needs of BIMB business customer segments. El-Barka: Journal of Islamic Economics and Business, 5(1), 105–134. https://doi.org/10.21154/elbarka.v5i1.3815
Shonk, D. J., & Chelladurai, P. (2008). Service quality, satisfaction, and intent to return in event sport tourism. Journal of Sport Management, 22(5), 587-602. https://doi.org/10.1123/jsm.22.5.587
Siyamto, Y., Budiyanto, B., & Khuzaini, K. (2025). The role of Islamic bank image and customer trust in mediating the influence of Islamic marketing on Islamic bank customer decisions. Journal of Social Research, 4(2), 266-288.
Tajfel, H., & Turner, J. C. (1979). An integrative theory of intergroup conflict. In W. G. Austin & S. Worchel (Eds.), The social psychology of intergroup relations (pp. 33-47). Brooks/Cole
Zeitun, R., & Anam, O. A. (2024). Do product offerings and service quality affect customer satisfaction in Islamic and conventional banks? Evidence from an oil-based economy. Journal of Islamic Marketing, 15(11), 2959-2987.
Zhang, Y. (2015). The impact of brand image on consumer behaviour: A literature review. Open Journal of Business and Management, 3(1), 58-62. https://doi.org/10.4236/ojbm.2015.31006
Abbas, A., Nisar, Q. A., Mahmood, M. A. H., Chenini, A., & Zubair, A. (2020). The role of Islamic marketing ethics towards customer satisfaction, Journal of Islamic Marketing, 11(4). https://doi.org/10.1108/JIMA-11-2017-0123
Abdullah, N. I., Hashim, F., & Ismail, N. (2022). Financial and social performance of Islamic banks: The role of governance mechanisms. Journal of Islamic Accounting and Business Research, 13(1), 34-56. https://doi.org/10.1108/JIABR-07-2021-0191
Afifah, A., & Kurniawati, N. A. (2021). Influence of service quality dimensions of Islamic banks on customer satisfaction and their impact on customer loyalty. Journal of Islamic Economic Laws, 4(2), 105-136. https://doi.org/10.23917/jisel.v4i2.15089
Ahmed, S., Mohiuddin, M., Rahman, M., Tarique, K. M., & Azim, Md. (2022). The impact of Islamic Shariah compliance on customer satisfaction in Islamic banking services: Mediating role of service quality, Journal of Islamic Marketing, 13(9), 1829-1842. https://doi.org/10.1108/JIMA-11-2020-0346
Albaity, M., & Rahman, M. (2021). Customer loyalty towards Islamic banks: The mediating role of trust and attitude. Sustainability, 13(19), 10758. https://doi.org/10.3390/su131910758
Ali, S., Zainal, A., & Hassan, R. (2021). Evaluating performance of Islamic banks: A Maqasid Shariah approach. International Journal of Islamic and Middle Eastern Finance and Management, 14(4), 789–805. https://doi.org/10.1108/IMEFM-10-2020-0485
Alkindi, M., & Utami, W. (2025). A comparative study of Islamic conformity, profitability, and green performance in Southeast Asian Islamic banks. Banks and Bank Systems, 20(1), 174-190. http://dx.doi.org/10.21511/bbs.20(1).2025.15
Al-Kwifi, O. S., & McNaughton, R. (2013). Technology switching and product innovation in capital-intensive technology markets: The case of magnetic resonance imaging equipment. Journal of Business & Industrial Marketing, 28(5), 421-431. http://dx.doi.org/10.1108/08858621311330263
Alsmadi, A. A., Alrawashdeh, N., Al-Gasaymeh, A., Al-Malahmeh, H., & Moh’d Al_hazimeh, A. (2023). Impact of business enablers on banking performance: A moderating role of Fintech. Banks and Bank Systems, 18(1), 14-24. https://doi.org/10.21511/bbs.18(1).2023.02
Al-Malkawi, H. N., Rizwan, S., & Sarea, A. (2023). Factors affecting buying decisions of Islamic banking products: The moderating role of religious belief. International Journal of Emerging Markets. https://doi.org/10.1108/ijoem-03-2023-0439
Amin, H., Abdul Rahman, A. R., Abdul Razak, D., & Rizal, H. (2017). Consumer attitude and preference in the Islamic mortgage sector: a study of Malaysian consumers. Management Research Review, 40(1), 95-115. https://doi.org/10.1108/mrr-07-2015-0159
Amirzadeh, R., & Shoorvarzy, M. R. (2013). Prioritizing service quality factors in Iranian Islamic banking using a fuzzy approach. International Journal of Islamic and Middle Eastern Finance and Management, 6(1), 64-78. https://doi.org/10.1108/17538391311310752
Angur, M. G., Nataraajan, R., & Jahera, J. S. (1999). SQ in the banking industry: An assessment in a developing economy. International Journal of Bank Marketing, 17(3), 116-125. https://doi.org/10.1108/02652329910269211
Araujo, J., Pereira, I. V., & Santos, J. D. (2023). The effect of corporate social responsibility on brand image and brand equity, and its impact on consumer satisfaction. Administratives Science, 13(5), 118. https://doi.org/10.3390/admsci13050118
Bank Islam Malaysia Berhad. (n.d.). Our history. https://www.bankislam.com/corporate-info/resources/our-history/#:~:text=The%20bank%20was%20formed%20after,workforce%20of%20more%20than%204%2C500.
Bank Negara Malaysia. (2023a). The Malaysian Islamic Financial Market Report. https://www.bnm.gov.my/documents/20124/54166/The-Malaysian-Islamic-Financial-Market-Report.pdf
Bank Negara Malaysia. (2023b). Financial stability review – Second half 2023. https://www.bnm.gov.my/documents/20124/13790687/fsr23h2_en_book.pdf
Brady, M. K., & Cronin, J. J. (2001). Some new thoughts on conceptualizing perceived service quality: A hierarchical approach. Journal of Marketing, 65(3), 34–49. https://doi.org/10.1509/jmkg.65.3.34.18334
Chaffey, D. (2024, March 15). The content marketing matrix: A content marketing planning tool to help marketers generate a matrix of ideas for the most engaging content types for their audiences. Smart Insights. https://www.smartinsights.com/content-management/content-marketing-strategy/the-content-marketing-matrix-new-infographic/
Chen, L. H., Chen, M., Ye, Y., Tung, I., Cheng, C., & Tung, S. (2012). Perceived service quality and life satisfaction: The mediating role of the actor’s satisfaction with the event. International Journal of Sports Marketing and Sponsorship, 13(4), 7–24. https://doi.org/10.1108/ijsms-13-04-2012-b003
Corazza, L. (2018). Small business social responsibility: The CSR4UTOOL web application. Journal of Applied Accounting Research, 19(3), 392. https://doi.org/10.1108/JAAR-11-2014-0122
Dusuki, A.?W., & Abdullah, N.?I. (2007). Maqasid al-Shari`ah, Maslahah, and corporate social responsibility. American Journal of Islamic Social Sciences, 24(1), 25-45. https://doi.org/10.35632/ajiss.v24i1.415
Fitch Ratings. (2025). Malaysian Islamic banks dashboard: 2025. https://www.fitchratings.com/research/banks/malaysian-islamic-banks-dashboard-2025-05-02-2025
Grant Thornton. (2024). Personal touch helps banks satisfy customers. https://www.grantthornton.com/insights/articles/banking/2024/personal-touch-helps-banks-satisfy-customers
Islamic Financial Services Board. (2023). Islamic Financial Services Industry Stability Report 2023. https://www.ifsb.org/wp-content/uploads/2023/10/Islamic-Financial-Services-Industry-Stability-Report-2023_En.pdf
John, G., Weiss, A., & Dutta, S. (1999). Fundamental issues and directions for marketing. Journal of Marketing, 63, 78-91. https://doi.org/10.2307/1252103
Lee, S., Han, H., Radic, A., & Tariq, B. (2020). Corporate social responsibility (CSR) as a customer satisfaction and retention strategy in the chain restaurant sector. Journal of Hospitality and Tourism Management, 45, 348-358. https://doi.org/10.1016/j.jhtm.2020.09.002
Miah, M. D., Kassim, N. M., Zain, M., & Usman, M. (2024). Factors affecting SMEs’ choice of banks in Oman: An emphasis on Islamic banks. International Journal of Islamic and Middle Eastern Finance and Management, 17(6), 1320-1341. http://dx.doi.org/10.1108/IMEFM-04-2024-0179
Mohd Nor, M. N., Haron, S., & Mohd Rani, S. H. (2020). Measuring Islamic banks’ performance: A balanced scorecard approach. ISRA International Journal of Islamic Finance, 12(3), 385–399. https://doi.org/10.1108/IJIF-12-2019-0200
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1), 12–40.
Rahman, A. A., & Majid, M. S. A. (2021). The impact of Shariah governance on the performance of Islamic banks in Malaysia. Asian Journal of Accounting and Governance, 16, 27–35. https://doi.org/10.17576/AJAG-2021-16-03
Ramya, N., Kowsalya, A., & Dharanipriya, K. (2019). Service quality and its dimensions. EPRA International Journal of Research and Development, 4(2), 39-41.
Raza, B., St-Onge, S., & Ali, M. (2023). Frontline employees’ performance in the financial services industry: The significance of trust, empathy, and consumer orientation. International Journal of Bank Marketing, 41(3), 527-539. https://doi.org/10.1108/ijbm-06-2022-0237
Rico, M. G., Collado, A. M., Vijande, M. L. S., Collado, M. V. M., & Imhoff, B. (2023). The role of novel instruments of brand communication and brand image in building consumers’ brand preference and intention to visit wineries. Current Psychology, 42. https://doi.org/10.1007/s12144-021-02656-w
Rohmad, Rivaldo, Y., Kamanda, S., V., & Yusman, E. (2022). The influence of brand image, promotion, and trust on customer loyalty at Bank BSI Nagoya Batam branch. Jurnal Mantik, 6(2), 1-4. https://www.iocscience.org/ejournal/index.php/mantik/article/view/2810/2225
Shahid, M., Bhatti, F. A., Mohtesham, M. M. J., & Mahadi, N. F. B. (2022). The value propositions and the nature of the Islamic banks' products and services in providing solutions for the financial needs of BIMB business customer segments. El-Barka: Journal of Islamic Economics and Business, 5(1), 105–134. https://doi.org/10.21154/elbarka.v5i1.3815
Shonk, D. J., & Chelladurai, P. (2008). Service quality, satisfaction, and intent to return in event sport tourism. Journal of Sport Management, 22(5), 587-602. https://doi.org/10.1123/jsm.22.5.587
Siyamto, Y., Budiyanto, B., & Khuzaini, K. (2025). The role of Islamic bank image and customer trust in mediating the influence of Islamic marketing on Islamic bank customer decisions. Journal of Social Research, 4(2), 266-288.
Tajfel, H., & Turner, J. C. (1979). An integrative theory of intergroup conflict. In W. G. Austin & S. Worchel (Eds.), The social psychology of intergroup relations (pp. 33-47). Brooks/Cole
Zeitun, R., & Anam, O. A. (2024). Do product offerings and service quality affect customer satisfaction in Islamic and conventional banks? Evidence from an oil-based economy. Journal of Islamic Marketing, 15(11), 2959-2987.
Zhang, Y. (2015). The impact of brand image on consumer behaviour: A literature review. Open Journal of Business and Management, 3(1), 58-62. https://doi.org/10.4236/ojbm.2015.31006
Published
2025-08-12
How to Cite
Abdul Aziz, M. R., Musa, N. N., Kamal Hashim, N. Y., Abdul Wahab, N. A. H., Alias, S. M., & Fahmi Wan Anuar, W. M. I. (2025). The Nexus between Product Features, Brand Image, Service Quality and Islamic Banking Performance in Malaysia. Information Management and Business Review, 17(2(I)S), 515-521. https://doi.org/10.22610/imbr.v17i2(I)S.4579
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Copyright (c) 2025 Muhammad Ridzuan Abdul Aziz, Nuralya Natasha Musa, Nursarah Yasmin Kamal Hashim, Nurul Amirah Hasanah Abdul Wahab, Siti Maryam Alias, Wan Muhammad Idham Fahmi Wan Anuar
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