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＇ vie...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.展开更多
文摘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.
