أثر الدافع الديني و الكلمة المنطوقة الإيجابية على قرار العميل في التعامل مع البنوك الإسلامية من وجهة نظر عملاءها

Abstract EN

The aim of this study is to identify the impact of religious motivation and the word of mouth on the client's decision in dealing with Islamic banks in the city of Hebron, from the clients perspective .The researcher has designed a questionnaire composed of two dimensions, then the questionnaire was distributed to a random sample of (250) client of the clients of the Islamic banks operating in the city of Hebron.

Data were statistically analyzed by SPSS program.

The study concluded that the impact of the religious motivation and the word of mouth on client's decision in dealing with Islamic banks was generally medium on all the dimensions of the study.

It was also revealed that the impact of the religious motivation on the client's decision in dealing with Islamic banks got high estimate on the first (4) items and the estimate were descending as follows: provided banking services are according to Shariah, not dealing with the principle of interest, I always Link between my religious culture and the programs proposed by the Islamic Bank of such as Murabaha in dealing with banks, and I think that the Islamic Bank system is the best because it is consistent with the principles of Islamic law.

The study recommended the need for attention and increase of the Islamic banks' focus on religious motivation in the marketing of their banking services and its adoption among their marketing strategies, because it is the most influential engine towards the decision to deal with these banks.

It also recommended that Islamic banks should intensify their efforts to keep current clients satisfaction for their banking services, because the positive word of mouth from those clients about their Services and it representing propaganda and an unpaid mobile advertisement to attract new customers for these banks