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This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License
Article
Author(s)
Sabri Elkrghli
Abtesam Yahya
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DOI:10.17265/2328-2185/2018.01.004
Affiliation(s)
University of Benghazi, Benghazi, Libya
Wahda Bank, Wahda, Libya
ABSTRACT
The research topic of this
paper is about the transformation process of Libyan Main Wahda Bank to Islamic Banking,
and how Islamic Marketing has been practiced in this bank. The study aims to
investigate bankers’ views towards Islamic Banking and Islamic Marketing
practices in Benghazi City. Few interviews with bankers were conducted to
design the research instrument, which validated and circulated to bankers responsible
for Islamic Banking affairs at Wahda Bank. Data were collected and
analysed using Statistical Package for Social Sciences (SPSS). Tests of
normality mean scores, T-test, Anova, Correlations and Reliability Analysis
were all used in this research paper. The key finding is that there is a
consensus among participants that the bank faces numerous challenges including:
cultural obstacles, insufficient regulations, increasing environmental
challenges, weaknesses of higher authorities responsible for banking affairs,
weakness of technology, and poor administrative performances. The study
exhibited low level of customer satisfaction on Islamic banking products
marketed. The study urges the need to develop a governmental Islamic banking
strategy to focus on spreading Islamic Banking and Islamic Marketing culture.
Learning from leading Islamic countries’ experiences would be a critical future
step to develop Libyan banks’ practices. It also advises reconsidering the
current banking legislations, and explaining their implications properly.
Islamic Marketing and customer satisfaction measurement should be given a
priority in bank’s future strategies. Finally, the paper concludes with
research limitations, implications and suggests future research.
KEYWORDS
Islamic Banking, Islamic Marketing, Wahda Bank, Libya
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