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INTERNATIONAL ISLAMIC ECONOMIC SYSTEM CONFERENCE (I-iECONS 2021)
Factors to Influence Consumers' Attitude Towards BIMB Go Platform
Mohammad Tahir Zainuddin
Faculty of Economics and Muamalat, Universiti Sains Islam Malaysia (USIM), Bandar Baru Nilai, 71800 Nilai, Negeri Sembilan Malaysia
Tel: +606 798 6331 E-mail: [email protected]
Abstract
In the past few years, web-based services (online services or e-services) have seen exponential growth. The internet has been used to provide e-services in the service industries in general and in the banking industry. For a growing number of clients, online banking services are becoming an enticing alternative to visiting service outlets or calling call centers. Internet banking helps banks establish and retain close customer relationships, lowers operational and fixed costs, and achieves more effective and better financial performance. From customer perspective, online services offer display of benefits to the customers such as enhanced control, ease of use, and reduced transaction charges. Hence, as to get deeper understanding over the current market scenario, the study investigates factors that influence consumers’ attitude towards a latest online mobile platform introduce by Bank Islam Malaysia Berhad (BIMB). A survey was conducted using 5-point Likert scale questionnaire with a simple random sampling approach. The data was analyzed with a multiple regression analysis technique indicated that three independent variables of Efficiency, Reputation, and Quality are good predictors to significantly influence consumers’ attitude towards BIMB Go application platform. Thus, it is suggested that a revision of the marketing strategies is needed by adapting these significant factors by the bank.
Keywords: Consumers’ attitude; mobile banking; BIMB Go.
1. Introduction
Online quality service is a key issue to maintain customer satisfaction (Samsuddin, 2011). In recent years, many banks try to provide a quality online service to satisfy their customers. To avoid losing their customers, these banks are implementing internet banking as an assurance to their customers that they will be able to sustain a competitive standard of service in the future. It is no longer regarded as a competitive advantage but a competitive necessity to provide internet banking.
The main purpose of this study is to identify consumers' attitude towards BIMB Islamic product. This research is being conducted in Malaysia. Two main factors are the primary reason for selecting Malaysian Islamic banks, the first factor being the desire of the Malaysian Government to become a key Islamic financial center in the country, which requires Islamic banks to increase their market share of financing and deposits in the financial portion of Malaysia. And this basically helps them to grasp the desires and views of the banks' patronizing selection criteria.
Next, the liberalization of the Islamic banking sector in Malaysia has given new entrants, especially foreign banks, the opportunity to enter the market. In turn, this would allow banks to have a detailed understanding of variables that could influence demand for Islamic banking in Malaysia. Hence the objective of this study can be described in three folds:
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To measure the consumers’ attitude towards Bank Islam Go application platform
To identify factors to influence consumers’ attitude towards Bank Islam Go application platform To offer suggestions to improve marketing strategies of the bank
So, what is BIMB Go by Bank Islam? It is a mobile banking application offered by Bank Islam that allows the customer to access their Bank Islam’s accounts and perform selected services quickly and securely from their own mobile device 24 hours a day. Despite of using Bank Islam on website, now the customer can easily access into their account by downloading BIMB Go on their smartphone and register as a new user. In addition, this application only can be accessed by Bank Islam customers, and they need to perform registration using their own existing Internet Banking (IB) User ID, password, and Identification Card (IC) or Identification Document (ID) number to bind the customer’s device with their IB User ID. These features in mobile banking application provides security to the users and deemed a necessity to the online platform (Amin et al, 2008).
2. Theoretical Framework and The Research Hypotheses
The current study is about the Bank Islam Product which is BIMB Go. Some adjustments are made to suit the necessity of this research. The dependent variable for this research is the consumer’s attitude toward Islamic financial product. The demographic factors included in this study, which are also considered as control variables are gender, age, ethnicity, work status and living area of the respondents. The independent variables for this study are the factors that the researchers perceived as important in influencing consumers’ attitudes toward Islamic financial product. Thus, this study includes five independent variables which are efficiency, religion, bank reputation, service quality and various offers is Islamic financial product. In this research, effort is made to see the effect and how influential these factors are to the attitude of consumers. Since consumers attitude is very essential to be understood prior to make any changes (Rinporn and Warunee, 2011), it also aims to find out which of these variables have the most influence on the consumer’s attitude toward Islamic financial product, i.e., Bank Islam Go application platform. The assessment of consumers’ attitudes also justified as ability to change the attitude may produce the required improvement (Sani and Yusuf, 2014). In addition to that, the effectiveness and the efficiency of this new application would impact the performance of business modelling of the bank (Buder et al, 2018), thus, it is important to access consumers attitude towards this application platform.
2.1 Bank reputation
Reputation is one of the most valuable and fragile assets that a bank can have, making bank reputation risk management an extremely important process for institutions. After all, reputation is the key to building public and consumer trust. A great reputation can set a bank apart from its competitors. Negative reputation, meanwhile, can drive away potential clients and increase customer churn.
In a 2014 Ernst & Young survey, respondents said reputation was a “very important” factor in deciding whether to trust a financial services provider. In 2012, Edelman Insights found that financial services and banking was the industry consumers trusted the least, even less than they did the media sector. A 2017 global risk management survey found that damage to brand and reputation is ranked as the top risk management concern.
Reputational risk can cause damage to a bank’s brand and reputation. Its impact is very real. According to a Finacle report, this type of risk is “felt in no uncertain terms as negative publicity, litigation, loss of revenue, clients, partners and key employees, decline in share price, and difficulty in recruiting talent.”
Reputational risk management in banking, therefore, can be defined as the forecasting and evaluation of reputation risks, together with the identification of procedures to avoid or minimize their impact. This process or practice helps banks shape public attitude of its products, services, and brand in ways that foster public and consumer trust.
2.2 Efficiency
Efficiency is the power to produce the desired result. Efficiency is defined as the ability to do something or produce something without wasting materials, time, or energy: the quality or degree of being efficient (technical), but also as the power to produce the desired result causing some ambiguity between the two terms. Wilson et al.
(2018) differentiate between quality (effectiveness) and required effort (efficiency). Organizational effectiveness is
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discussed by Zheng et al. (2010) in combination with strategy and knowledge management, where they use the definition the degree to which an organization realizes its goals.
Efficiency is often measured as the quality of the desired result and Frökjeaer et al., (2000), in their attempt to correlate usability to efficiency and effectiveness, they define efficiency as [. . .] is the relation between (1) the accuracy and completeness with which users achieve certain goals and the resources expended in achieving them.
Measurements of efficiency are often related (direct and indirect) to time and cost. In economics the term efficiency focus on different aspects of the balance between supply and demand. It is measured by the relationship between the value of ends and the value of means and examples of terms are allocative efficiency (production represents customer preferences) and productive efficiency (cannot produce more of one good without sacrificing production of another).
2.3 Religion
Why the religion is the main factor for an Islamic Bank for Bank Islam Malaysia Berhad? According to Collin Dictionary, religion is belief in a god or gods and the activities that relate to this belief, such as praying or worshipping. In the BIMB, they always implement the elements that comply with the Shariah matters. In addition, Shariah matters that comply with BIMB is they must make sure that their services free from elements such as gambling (Maysir), interest (Riba) and uncertainty (Gharar) that are essential elements to be highlighted in the application of Islamic marketing (Zainuddin, M. T, 2016). These all elements do not involve with their services and if their services might involve with those elements, they will face a legal action from the Shariah Advisory Council (SAC). The role of SAC is consulting Bank and any Islamic financial in any matter related to Islamic financial business and for the purpose of carrying out its function under this Act or any other written law that is in accordance with Shariah law that require ascertainment of Islamic law by SAC. To overcome this problem, BIMB must take a caution action in improving their services for the customers. Therefore, the religion elements may give a great impact in influencing consumers’ attitudes towards BIMB products and services.
2.4 Service Quality
A growing body of scholarly work has begun to explore e-service quality, and consumer relationship primarily focusing on online banking services. The concept of e-service quality derived from service quality construct. Service quality can be defined as “The overall evaluation of a specific service firm that results from comparing that firm’s performance with the customer’s general expectations of how firms in that industry should perform”. Other authors also defined it as “The difference between customers’ expectations for service performance prior to the service encounter and their attitude of the service received”. Bitner et al. 1994, (as cited in Han and Beak, 2004) define service quality as “the consumers’ overall impression of the relative inferiority/superiority of the organization and its services.” There are, however, several definitions of service quality may vary from person to person, but essence is the same. Lastly, there are an argument about the definitions of service quality vary only in wording but typically involve determining whether perceived service delivery meets, exceeds, or fails to meet customer expectations.
BIMB Go is a mobile banking application offered by Bank Islam that allows the customer to access their Bank Islam’s accounts and perform selected services quickly and securely from their own mobile device 24 hours a day.
Despite of using Bank Islam on website, now the customer can easily access into their account by downloading BIMB Go on their smartphone and register as a new user. BIMB Go has given many impacts of attitudes toward an Islamic financial product. The bank should try to convince their customers about the service quality of the usability of this platform compared to the conventional banking (Frökjær et al., 2000).
2.5 Various Offer in Islamic Financial Product
The various offer in Islamic financial product is one of the available variables that significantly impacts the consumer’s attitude towards the Islamic financial products. The variety of the Islamic financial product gives the consumer many choices and they can make their own decision according to their preferences and needs. Although the other financial banking offered many kinds of financial product and services, BIMB also take this as an inspiration to develop new financial product and services based on the Shariah and Islamic guidance. In addition, the
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various Islamic financial product offered helped much of the Malaysian because most of the citizen are Muslim and they need to choose the right and the product that followed the Shariah including in the attempt to choose the financial product and services (Abbas and Kadir, 2013).
In particular, the current study incorporated other variables such as efficiency, religion, service quality, and various product offered in Islamic financial product. The theoretical framework for this research is shown in Figure 1. Hence, the following hypotheses are formulated:
H1 Bank reputation has a significant impact to influence in consumers’ attitude towards Islamic financial product (BIMB Go application platform).
H2 Efficiency has a significant impact to influence on consumers’ attitude towards Islamic financial product (BIMB Go application platform).
H3 Religion has significant impact to influence consumers’ attitude towards Islamic financial product (BIMB Go application platform).
H4 Service quality has a significant impact to influence consumers’ attitude towards Islamic financial product (BIMB Go application platform).
H5 The various product offered has a significant impact to influence consumers’ attitudes toward Islamic financial product (BIMB Go application platform).
Figure 1: Theoretical framework of the study
3. Research Methodology
The objective of this study is to identify Consumers' attitude towards BIMB Islamic product. This research is being conducted in Malaysia. This research uses a quantitative method that is by using the survey form through
"Google Form" to obtain information and compare the answers between the respondents who answered the survey.
Information and data were collected through a survey form. A total of 100 people were involved in this survey.
Likert style scaling (1 which is not significant and 5 which is very important) was used to calculate this information.
There are two parts contain in the survey. Part one is about demographic info which include gender, age, marital status, ethnicity, gross monthly income, employment status and education background. For second part, five separate factors that influences consumers’ attitude towards BIMB Islamic products have been listed in the survey that is efficiency, Islamic factor or religion, bank reputation, service quality, and various offer in Islamic products. This survey was made in two languages, English, and Malay.
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The data analysis for the survey was obtained using questionnaires and has been randomly distributed to 100 people using online platform to the people among age 18 until 55 and above. It was conducted online to facilitate the distribution of questionnaires. Data collection was carried out in two weeks. A total of 19 items were administered out were and properly completed. The results show that about 59 percent of the 100 percent respondents were female, while 41 percent were male. As far as age classification is concerned, about 88 percent are between 18 until 24 years of age, 10 percent are between 25 until 34 years of age, then 1 percent are between 35 and 44 years of age, and the remaining 1 percent are 45 until 54. For ages 55 above, there are no respondents answered this survey.
Overall, about 94 percent of them are single, while the remaining are married. For ethnicity, Malay record 99 percent while the rest is Chinese. As Regards the level of education, 65 percent hold a bachelor's degree, 18 percent hold a diploma, and 17 percent hold a SPM/STPM. Next, in employment status, the higher percent which is 81 percent belongs to student. While 7 percent are others status and the rest is for private staff, self-employed, housewife or retiree and government staff.
A questionnaire was created through google form. 19 statements/ questions involving efficiency, Islamic factor or religion, bank reputation, service quality, various offer and attitude part. The answer measurements using Likert style scaling, which is include scale 1 for strongly disagree, 2 for disagree, 3 for neutral, 4 for agree, and 5 for strongly agree. The complete results data will calculate using the production of SPSS statistics data method.
4. Findings 4.1 Reliability test
Reliability statistic refers to how dependably or consistently a test measures a characteristic. Cronbach’s alpha is a measured of internal consistency, that is how closely related a set of items in a group and considered to be a measure of scale reliability. Min value for Cronbach alpha for internal consistency is 0.70. If the value below than minimum value, the internal consistency is low. If the value above than 0.90, thus, the internal consistency is good.
Based on the result in Table 1, it can be concluded that the Cronbach alpha value which is 0.81 for internal consistency is good as it has achieved the acceptable value of over 0.70.
Table 1. Reliability test
4.2 Descriptive statistic
Descriptive statistics can be used to summarize the results. The standard deviation (SD) calculates the amount of uncertainty or dispersion between the individual data values and the mean. Table 2 explains detail of the result of descriptive analysis of items in the study.
Reliability Statistics
Cronbach's Alpha N of Items
.81 19
Table 2. Descriptive statistic
N Minimum Maximum Mean Std. Deviation
EFFICIENCY
My works would be much easier and faster if Bank Islam services works 24 hours a day
100 1 4 1.77 .777
With Go by Bank Islam service is very helpful for any transaction without leaving home especially during pandemic period. Do you agree?
100 1 4 1.63 .691
52 All matters involving online banking
in making online payments such as bills or transferring money will be easy with this go by bank Islam.
100 1 4 1.65 .626
ISLAMIC FACTOR/ RELIGION There are many benefits of waqf to us, especially Muslim’s. I would joint if Bank Islam offered waqf service
100 1 5 2.00 .853
Do you agree that Bank Islam carry out the transaction activities based on Islamic guidelines?
99 1 5 1.77 .780
I am confident using Bank Islam products as they are free from the prohibited element such as gharar.
100 1 5 1.83 .805
BANK REPUTATION
I would recommend my family and friends using Go by Bank Islam application as it is highly trusted and efficient
100 1 5 1.94 .736
Bank Islam is a highly reputable Islamic financial institution in Malaysia
100 1 5 1.92 .734
A good recognition by the financial authority would be an advantage to convince customer
100 1 5 1.77 .790
VARIOUS OFFER
There are many functions that have been provided in Go by Bank Islam to the consumer. Do you agree?
99 1 5 2.01 .851
Imagine that if you are an online seller, is this GO application by bank Islam very helpful as one of new alternatives in managing your business?
100 1 5 1.91 .842
Do you agree with Go by Bank Islam application is easy and good as it offer various banking products to be accessed through the mobile phone?
100 1 5 1.65 .833
SERVICE QUALITY
Bank Islam offer a good internet banking service
100 1 5 1.88 .795
Bank Islam offer an environmentally friendly products and services
100 1 5 1.90 .785
Bank Islam provide a good customer support service
100 1 5 1.92 .761
ATTITUDE
I am willing to use Islamic banking / financial products (Bank Islam Go platform)
100 1 5 1.79 .769
Islamic financial product is the best compared to conventional product.
100 1 5 1.74 .747
53 4.3 Multiple regression analysis
Multiple regression of consumers attitude toward Islamic banking product is determined by the outputs. The Y is the dependent variable which is consumer attitude toward Islamic banking product. The 4 hypothesis which contain efficiency, religion, reputation, and quality are X which is independent variable for the regression equation.
Primarily, based on the summary output, in relation to the interpretation of the overall regression accuracy, and it can be determined by the R square and adjusted R square. R square represents the quantity of variance of Y variable which is consumers attitude toward Islamic banking product, that is explained by the variance of all independent variables. From the SPSS result, the R-square is 0.762 or 76.2 percent of the variances in consumers attitude which explained by the variance of the input independent variables include religion, efficiency, reputation, quality and various offer. Adjusted R-square which value 0.751 and it consider the number of independent variables in the sample size. It is essential to relate two or more regression models that predict the similar dependent variable but have a different number of independent variables. The adjusted R square will increase if the independent variable which consist of efficiency, religion, reputation, quality and various offer increase.
Table 3. Model Summary
Model R R Square Adjusted R Square
Std. Error of the Estimate
1 .873a .762 .751 .34187
Next, the probability of the regression consumers attitude toward Islamic banking product shown by the significance of F of the regression where the amount is 0.001 chances that the consumers attitude was gained by random chance. ANOVA is used to understand the attitude that influence in using BIMB Islamic product based on our survey about on attitude among consumers. This 5-factors dividing in independent variable which involve quality, religion, efficiency, reputation and various offer compiled with dependent variable which include attitude.
This reliability value is applied to identify if independent variably predict with the dependent variable. From the significant label in ANOVA table which 0.001, that mean the independent variables reliably successfully predict the dependent variable. In adjunct, quality, religion, efficiency, reputation and various offer can assume by the consumers that reliably predict towards their attitude. Furthermore, if the significant label were greater than the alpha which is 0.05 the group of the independent variable does not show a relationship with the dependent variable or in other word that group of independent variables does not reliably predict the dependent variable. Table 4 presents the significant p-value of 0.01.
Islamic financial products fulfill the society needs.
100 1 5 1.80 .816
I like Islamic financial products (Bank Islam Go platform)
100 1 5 1.74 .799
Valid N (listwise) 98
a. Predictors: (Constant), Quality, Religion, Efficiency, Reputation, Various offer b. Dependent variable: Attitude
54 Table 4. ANOVA
ANOVAa
Model Sum of Squares df Mean Square F Sig.
1 Regression 34.715 4 8.679 74.254 .001b
Residual 10.870 93 .117
Total 45.584 97
a. Dependent Variable: Attitude
b. Predictors: (Constant), Quality, Religion, Efficiency, Reputation, Various Offer
Last part of regression consumers attitude is regression lines coefficient and y-intercept that would decide by the p-value. The smaller p-value which less than 0.05 would present the greater probability consumers attitude. From the coefficient table, there are 3 independent variable that are significant which are efficiency 0.025, reputation 0.000, and quality 0.001. All the significant value are smaller than 0.05, meanwhile the religion values are insignificant where the value 0.383 which more than 0.05. The coefficient of correlation result in this study is summarized in Table 5.
Table 5. Coefficient of correlation Coefficientsa
Model
Unstandardized Coefficients
Standardized Coefficients
t Sig.
B Std. Error Beta
1 (Constant) -.124 .117 -1.056 .294
Efficiency .226 .099 .190 2.273 .025
Religion .072 .083 .072 .876 .383
Reputation .420 .103 .396 4.061 .000
Quality .303 .086 .303 3.530 .001
Various offer .078 .089 .075 .885 .401
a.Dependent Variable: Attitude
The coefficient of correlation is a statistical indicator of the frequency of the relationship among the relative movements of the two variables. From the result the equation can be explained as follows.
Y = a + bX₁ + bX₂ + bX₃ + bX₄ + bX5
Y = -0.124 + 0.226X + 0.072X + 0.420X + 0.303X+ 0.078X 5. Discussion
This study analyses customers attitude towards BIMB Islamic banking products, which is Go BIMB platform application. It further explores the connection between different demographic variables and customer attitude. The relationship between understanding and knowledge of Islamic banking product was positive. The findings show that a huge majority of respondents were satisfied with most aspects of the Islamic bank’s products and services, particularly on this new application platform.
In this research it can be concluded that, there are 3 significant variables that able to influence the attitude of consumers including efficiency, reputation, and quality and one for insignificant which is religion. Among those 5 influencing factors on consumers’ attitude towards Islamic financial product, reputation is the most significant factor compared to others.
Reputation is also defined to encourage people to use the application as a place to access their banking account make a transaction to the others. Thus, efforts to improve the reputation level of the bank should be given highest priority by the bank. This may be realized by promoting the achievements of the bank as well as to inform customers about their strategic plan. Such steps would escalate customers confidence level, thus improve the bank reputation.
In addition, to further enhance the reputation of BIMB Islamic banking product, it is also suggested that to provide
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some special gifts to loyal customers using this BIMB Islamic banking product. Furthermore, Bank Islam is suggested to train their employee by giving some motivation for improvement especially in customer service. By this, the professional employees will easily manage various complex situations. Thus, a revision to the existing marketing strategy is needed as to strengthen the reputation of the bank in Islamic banking industry (Loo, 2010).
The second significant factor is quality. Since customers are more attracted to see higher quality delivered by the bank, thus, several improvements can be considered. In this regard, the bank should improve the quality of existing products and services, particularly involving the new Bank Islam Go application platform with effective measures such as getting continuous input from customers. Apart from this, the Bank may consider setting a higher standard quality criterion that surpass their competitors as a benchmark. The bank should form a quality team to monitor this benchmark is always adhered.
As far as the efficiency is concerned as a third significant factor, it can be applied to complement the BIMB Islamic banking Go application. It is suggested that the bank should create a new facility where customers can obtain queue numbers only using their own phone, prior to attend the physical bank. Therefore, customers no longer having trouble queuing to get queue numbers to check money, or solve various problems related to the bank. Beside that, the improvement of efficiency can also be made by allowing all transactions being made through the Go application. These may include live chats with the bank personnel via the application platform as well to get an instant approval of the bank loans applications with minimum bureaucracy. In addition to that, the Bank Islam also should provide a new service for the consumer to make waqf donation through the mobile application. By doing this, it can ease the consumer without go to the bank to make a waqf deal.
6. Conclusion And Recommendation
In conclusion, the result of the analysis which focused on the relationship between identified influencing factors on attitudes towards the new Bank Islam Go application platform produced a good outcome. The consumer attitudes toward BIMB Go application platform significantly influenced by reputation, quality, and efficiency. Since the new application of mobile banking that offer a high performance of application which consumer can get it from their smartphone to make their banking transactions, more analysis is needed. Further study may include to assess its suitability and effectiveness to people with disability. Apart from that, the acceptance level of non-Muslim consumers may also be good to be assessed. This is to ensure wide acceptance level among multiracial people in the country which transaction activities based on Islamic guidelines. Hence, the future of BIMB would be brighter with highly trusted customers in making more transactions with BIMB.
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