The Mediating Effect of Brand Reliability and Assurance between Trustworthiness and Customer Satisfaction of Islamic Banking Sector of Pakistan

Abstract

This study aims to analyze two key aspects within the context of Islamic banking: firstly, to explore the direct correlation between trustworthiness and customer satisfaction; secondly, to probe the intermediary influence of brand reliability and brand assurance on the connection between trustworthiness and customer satisfaction. The theoretical underpinning for this investigation lies in the theory of trust and social exchange theory. This is a double mediation model, a quantitative type of research that targeted 10 Islamic Banks located in Southern Punjab in Pakistan. 372 questionnaires distributed to targeted respondents/ Customers, 300 filled questionnaires returned and included in analysis. The Smart- Partial Least Square (PLS) Modeling Technique was used to investigate the measurement and structural models.

The results revealed a positive link between trustworthiness, brand assurance, brand reliability, and customer satisfaction. Furthermore, this study unveiled a noteworthy correlation between brand assurance, brand reliability, and customer satisfaction. Pakistani Islamic Banking industry is changing with customer perception and religious obligations and customer’s expected satisfaction. This research marks the inaugural effort to explore the connections among trustworthiness, brand confidence, brand dependability, and customer contentment within the context of Islamic banking clients in Pakistan.