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Ar-Rahnu is a type of financing product that has gained popularity due to its availability as a quick source of cash.Despite surging popularity as a quick cash solution, Ar-Rahnu, a Malaysian Islamic pawnbroking product, grapples with low customer retention.While initial user awareness focuses primarily on Shariah compliance, the drivers of sustained patronage remain enigmatic.This study aims to examine the relationship between religiosity and customer retention, and the role of awareness as a moderating factor.Data was collected from 327 customers through questionnaires and analyzed using Partial Least Squares Structural Equation Modelling.The results showed that religiosity had no effect on customer retention, and awareness did not moderate the relationship between religiosity and retention.Ar-Rahnu's appeal appeared to extend beyond religious motivations, highlighting the product's broader market potential.This suggests that awareness on its own can influence customers to continue using Ar-Rahnu products.These findings provide insights for the management of Ar-Rahnu to increase visibility and awareness of the product.
Hisham et al. (Mon,) studied this question.