IMPACT OF CORPORATE IAMGE ON THE USE OF BANK SERVICE: A CASE OF CONVENTIONAL vs. ISLAMIC BANKS MARKETING

Abstract

ABSTRACT: This paper compares Bank's corporate image on customer’s satisfaction toenhance marketability between Islamic (IB) and conventional banks (CB) in Pakistan. A sample of320 customers is selected from four major cities of the country to ask about brand image, firm'sreputation, ethics and corporate social responsibility (CSR). It is observed that the word-of-mouth,firm's reputation and security are the main drivers for CB's whereas for the IB's, the brandfamiliarity, reputation, CSR and bank's communication and Shariah compliancy. Quantitativemethodology is used to analyze the collected data. It is proposed that the management of thesebanks should make efforts to implement these findings to enhance both types of banking services inthe country to best satisfaction of their clients.