Exploring Customer Awareness and Experience in Banks. A Case Study of UK Commercial vs Islamic Bank

Abstract

This empirical study aims to examine the customer awareness and experience in both commercial and Islamic banks in the UK. It pays attention to the quality of services and the available support given to the customers. Banks pride in their financial services and support for customers. The banks’ mantra is about treating customers as priced assets and providing them with all the necessary support and guidance. Undoubtedly, the customers’ awareness of what the banks offer to them in terms of money safety, transfers, loans and interest rates are very important. The study utilises a questionnaire and focus group of 18 respondents with customers who use both banks to gain an understanding of their experiences. Evidence suggests that there is a general understanding of the banks’ services and commercial banks in particular expose their services more widely using various communication channels. The study found that some customers are aware of the specific charges and the interest rates. However, some were unaware of the services offered by the Islamic banks in relation to mortgage and interest rates and this had impact on customers’ satisfaction and loyalty. The study concludes that both commercial and Islamic banks need to do more to increase their customers services provisions in order to attract and retain existing customers. Offering customers and making them aware of a range of products and services tailored to their needs is way forward to acquire new and to increase customer retention.