Nik Aiman Nik Muhamad
Azmi Abdul Hamid
Faculty of Accountancy
Universiti Teknologi MARA, Malaysia

Hasan Bahrom
Accounting Research Institute & Zakat Research Institute of Malaysia
(IKAZ), Malaysia

Mohd Nizal Haniff
Faculty of Accountancy
Universiti Teknologi MARA, Malaysia

Siti Khadijah Ab Manan
Accounting Research Institute and Centre for Islamic Thought and Understanding (CITU)
Universiti Teknologi MARA, Malaysia

Rozainun Abdul Aziz
Faculty of Accountancy
Universiti Teknologi MARA, Malaysia

This study examines the impact of knowledge, awareness and satisfaction in influencing customers’ preference on Islamic banking products and services. Lack of knowledge and awareness among the population hinders the prospect of expanding the Islamic banking business greater than its conventional counterpart. Misunderstanding on the Shariah contracts enfolds the users leads to confusion. A questionnaire survey among Islamic banking customers facilitates the study to substantiate the relationship amidst variables. The findings indicate that knowledge and awareness are significant in influencing the customers’ preference on products and services whereas satisfaction shows a negative relationship. This study offers informative data to Islamic banks in identifying the critical success factors that will improve their productivity and enhance the Islamic banks’ performance. This research is both critical and relevant in giving a clear explanation of the underlying concepts and values, current practices and future opportunities of Islamic products and services.

Keywords: Islamic banking; Customer’s preference; knowledge; awareness; satisfaction