Exploring the perceived value-behavioural intention link: An Islamic banking perspective

Orientation: Knowledge of the commitment behaviour (affective and calculative) of Islamic banking customers is central to an in-depth understanding of the perceived value-behavioural intention link in the competitive Islamic banking industry in South Africa. Research purpose: The study investigates the extent of the role of affective and calculative commitment on the perceived value-behavioural intention link within the Islamic banking industry of South Africa. Motivation for the study: To date, there is, however, no clear pathway in a Business-to-Consumer (B2C) setting, and further research is needed on how to strengthen this link. Research approach/design and method: A quantitative exploratory-descriptive research design was used to collect data from 350 Islamic banking customers in the Gauteng province of South Africa purposively through the use of self-administered questionnaires. Exploratory factor analysis, Pearson’s coefficient analysis and multiple regression analysis were applied to measure the proposed hypotheses developed for the study. Main findings: Service quality has a significant and positive impact on perceived value, while the latter has a favourable and considerable impact on affective and calculative commitment. In addition, calculative commitment has a beneficial impact on behavioural intention. Practical/managerial implications: The research informs Islamic banks of the importance of service engagement as a driver of perceived value, which stimulates the future affective and calculative commitment of Islamic bank customers in an emerging market context. Contribution/value-add: This study provides an enhanced understanding of the relevance of selected factors (service quality and calculative commitment) in strengthening the perceived value-behavioural intention link.