Effects of religiosity on consumer attitudes toward Islamic banking in Egypt

Purpose – The purpose of this paper is to explore the effect of Islamic religiosity on consumer attitudes toward Islamic banking in Egypt. Design/methodology/approach – The study utilizes a mixed-methods approach, employing both qualitative in-depth interviews and quantitative surveys. Findings – The main findings of the study show that religiosity has an impact on consumer attitudes toward Islamic banking in Egypt. Major religiosity clusters were identified from the sample and these were associated with attitudes toward Islamic banking. Practical implications – The findings of this research are of practical importance for marketers in Islamic banks, as they reflect on the likely role religiosity would play in shaping the attitudes of potential customers toward their products. Thus, marketers can use the religiosity scale in measuring intention to use their banking services. Originality/value – The study was implemented in Egypt, where the volume of research on this topic is very limited; thus the context of the study is of value to researchers and practitioners and it can serve as a base for future studies in the Middle East region.