Motivations of non-muslim customers in using Islamic banking (A phenomenological study)

Abstract

Background: Islamic banks are primarily established as financial institutions that align with the religious values and needs of Muslim communities. However, the increasing use of Islamic banks by non-Muslim customers presents an intriguing phenomenon. This study aims to explore the motivations behind non-Muslims’ choice to use Islamic banking services, especially in relation to their financial management. Methods: A qualitative approach is employed using a phenomenological method to gain in-depth insights into user experiences. Maslow's Hierarchy of Needs Theory is used as the theoretical framework to analyze the motivational factors influencing customer decisions. Findings: The findings reveal that non-Muslim users are primarily motivated by the desire to fulfill their safety and physiological needs. Furthermore, participants reported that the principles and systems of Islamic banking help them manage their finances in a more disciplined and positive way. Conclusion: This study concludes that beyond religious alignment, Islamic banking appeals to broader values such as security and financial well-being. Novelty/Originality of this article: The novelty of this research lies in its focus on non-Muslim users—a demographic rarely examined in Islamic banking studies—offering new insights into inclusive financial behavior and motivation.