Abstract
Pakistan is a Muslim country and almost 96.16 percent of the population is Muslim. Only 3.84 percent of the population in Pakistan is comprised of non-Muslims. Muslim market is huge and has substantial potential for Islamic Banking products, but Islamic banks are facing difficulties to compete with conventional banks. Therefore the aim of the study is to investigate the impact of bankers’ awareness and product marketing on the perceived performance of Islamic banks through mediation of customer awareness and perception. This study is based on the positivistic approach (paradigm).This study is quantitative in nature and is conducted through structured closed ended questionnaire distributed to Lahore (Pakistan) region. Simple random sampling technique is applied for the selection of samples of customers. 275 questionnaires were distributed and 251 responses were received back. The response rate was 90.91 % approx. The model is considered as good fit. There is a significant relationship between bankers’ awareness, Customers’ awareness and perceived performance of Islamic banks. Similarly there is a significant relationship between product marketing, Customers’ perception and perceived performance of Islamic banks.
Keyword(s)
Islamic banking, Awareness, Perception, Islamic Financial Products