Customers Perception on Islamic Bank Products (A Case Study of Islamic Bank "X")
Customers Perception on Islamic Bank Products (A Case Study of Islamic Bank "X")
Transcription
- CollaborativeInnovationofEconomicSociety :Economics,Banking,IslamicEconomicsReview CUSTOMERS PERCEPTION ON ISLAMIC BANK PRODUCTS (A CASE STUDY OF ISLAMIC BANK "X") Any Meilani and M. Fuad Hadziq BACKGROUNDS Islamic banking in Indonesia has grown greatly since the issuance of operational legal bases about Islamic banking. Regulation No. 10 of 1998 concerning changes to Law Number 7 of 1992 on banking stipulates that Bank Indonesia as the monetary authority guarantees the legality of Islamic banks and provides wider space for Islamic banks. The development of Islamic banking shows the growth in the number of sharia banking office networks. However, there are still some obstacles and weaknesses in terms of Islamic banks: the extensive operating network, incomplete and effective supporting institutions, not optimal and the lack of human resources with expertise in Islamic banking. From the consumer side, another weakness found is the limited understanding of the public regarding sharia banking financial services business activities. This limitation causes many people to have inappropriate perceptions about the operation of Islamic banks. Based on the OJK survey in 2013 in 20 Indonesian provinces, the level of financial literacy of Indonesian people classified as well literate only reached 21.84 percent. Especially for banks, the literacy rate is high (21.80 percent).This shows that the community is knowledgeable and believes in banking institutions, products, banking services, and has skills in using banking products and services, which is only one fifth of the total population. The low level of financial literacy is in line with the low utilization of banking products and services by the community: 57.28 percent (Muflihani, 2015). Based on the results of a study conducted by Muflihani (2015) on 70 micro‐entrepreneurs who have become sharia bank customers, it is known that 40% of respondents have a low level of literacy on Islamic banking. This is based on the limited understanding of micro‐entrepreneurs on the concept of Islamic banks, Islamic banking products and services, and skills in using Islamic bank products. 5
- 6 CollaborativeInnovationofEconomicSociety:Economics,Banking,IslamicEconomicsReview Many of the weaknesses and challenges of Islamic banks are related to people's perceptions of Islamic banks. These weaknesses are limited, lack of public knowledge and understanding of Islamic bank products and services. There are still many segments of society that must be the target of optimal socialization, especially segments of society that are considered to be in an environment that has the potential to grow and implement sharia values. Islamic banks must be more aggressive and dare to open themselves to increase socialization to the wider community, especially in fostering awareness of the importance of the application of sharia in life. Therefore, efforts to increase public knowledge about Islamic banks have become a strategic issue in the development of Islamic banks in the future. The better the public's knowledge about Islamic banks is, the higher the possibility of using Islamic banks will be. By recognizing the state of sharia banking consumers, Islamic banks are expected to be able to know the needs and desires of consumers. One of the big problems in Islamic banking is the level of understanding (awareness) of Islamic bank products. At present, very few people know about Islamic banking products and terms in Islamic banking (Kompas Daily, 2012). In addition, Islamic banks must maintain old customers, so that customers who have been loyal to Islamic banks may not have received less attention or neglected. Because if the customers feel less or dissatisfied with the services provided, it is likely to have an impact on the turnover of Islamic banks. Service is very important in an effort to increase customer satisfaction. Customer needs and satisfaction can be fulfilled if Islamic banks are able to understand customer behavior. Customers as consumers are important assets where customers contribute significantly to the development of the company's reputation. Sharia Bank "X" is one of the Islamic banks that receives credit at the national and foreign levels. Currently, Syariah Bank employees "X" number 4,450 people in 68 branch offices, 171 sub‐branch offices, 17 cash offices, 17 functional offices, 23 mobile service cars, 29 payment points and 16,977 ATMs. Customers of Sharia Bank "X" can utilize the parent branch network (Sharia Channeling Office / SCO) in 1,490 outlets in Indonesia and will grow with the growth of their assets. Syariah Bank "X" is committed to providing the best for customers, and the Islamic Bank "X" continues to experience
- CollaborativeInnovationofEconomicSociety :Economics,Banking,IslamicEconomicsReview excellent business growth. Bank X business grows in the average growth of the Islamic banking industry in Indonesia. In 2016, its total assets reached Rp. 28.3 trillion. It became one of the biggest players in the national Islamic banking industry. At the end of 2016, I Bank "X" posted a net profit rose by 21.38%, assets rose by 23.01%, Third Party Funds (DPK) rose by 25.41% and financing rose by 15.36% (Annual Report of Syariah Bank "X", 2016). This achievement will not be achieved without the support or participation of its customers. Customer participation will be good if there is a good perception of Islamic banks. Adawiyah (2010) found that there were seven factors that became the criteria for consumer selection of Islamic banks, and consumer perceptions were the most influential factors in consumer decisions in choosing Islamic banks. Based on this explanation, the researchers of the study reported in this article are interested in investigating customer perceptions of the product of Islamic Bank "X". SHARIA BANKING According to Regulation No.10 of 1998 Islamic banks are banks that carry out their business activities based on sharia principles which in their activities provide services in payment traffic. Sharia principles, according to Article 1 Paragraph 13 of Law No.10 of 1998 concerning banking, are rules of agreement based on Islamic law between banks and other parties for depositing funds or financing business activities, or other activities declared in accordance with sharia, including financing based on the principle of profit sharing (mudharabah), financing based on the principle of equity participation (musyarakah), the principle of buying and selling goods with profit (murabahah), or financing of capital goods based on the principle of pure rent without choice (ijarah), or by the option of transferring ownership of goods rented from the bank by another party (ijarah wa iqtina). According to Arifin (2006), Islamic banks were established with the aim of promoting and developing the application of Islamic principles, sharia and their traditions into financial and banking transactions and other related businesses. The main principles followed by Islamic banks are: 1. prohibiting usury in various forms of transactions 7
- 8 CollaborativeInnovationofEconomicSociety:Economics,Banking,IslamicEconomicsReview 2. conducting business and trade activities based on the acquisition of legitimate profits 3. giving zakat As long as conventional banking practices do not conflict with Islamic principles, Islamic banks adopt existing banking systems and procedures. However, if there is conflict with sharia principles, Islamic banks plan and implement procedures to adjust their banking activities to the principles of Islamic sharia. With a variety of products offered, Bank Syariah "X" is committed to advancing Islamic‐based banks. In addition, the application of hasanah lifestyle owned by Syariah Bank "X" is a major advantage that is not possessed by other banks so that it is expected to be the consumer's choice bank that prioritizes hasanah values in their lives. Life that does not only prioritize worldly life, but also has provisions for life after dying by doing good (hasanah). There are a number of previous studies conducted abroad and domestically. First, Metawa and Almossawi (1998) in Bahrain found that the decision of customers to use Islamic bank products was because they were more driven by religious factors, namely their adherence to Islamic principles. Second, Naser, Jamal and Al‐Khatib (1999), who used a sample of 206 customers of Islamic banks in Jordan to examine customer awareness and satisfaction with Islamic bank products and facilities,showed that even though the customer was aware of the products and facilities offered by Islamic banks, such as murabahah, musyarakah and mudharabah, customer responses indicated that they were not satisfied with the products and facilities available. Third, Haron and Norafifah (2000) who, in their research in Malaysia, found a positive relationship between deposits in Islamic banks and the level of profits. In summary, the results of this research concluded that the factor that drived customers to save money in Islamic banks was the motivation to seek profits or economic factors. Fourth, the results of BI's research with IPB in South Kalimantan (2004) showed that there were seven variables which had strong links with respondents who had the potential to be associated with Islamic banks, namely: (1) the existence of Islamic banks, (2) knowledge
- CollaborativeInnovationofEconomicSociety :Economics,Banking,IslamicEconomicsReview of Islamic banks, (3) perceptions of interest in conflict with religion, (4) consideration of professionalism, (5) positive impression on Islamic banks, (6) status of religious leaders, and (7) types of employer jobs. Fifth, Amani's research (2010) conducted at the Al‐Munawwir Krapyak Islamic Boarding School in Yogyakarta revealed that the perception of santri towards Islamic banks was only limited to reasoning arguments, because there were still many students of Al‐Munawwir who used the services of conventional banks. They reasoned that the Shariah bank was still small, the knowledge of the santri was still lacking, so the santri had difficulty choosing the syariah bank. However, the students tried to implement transactions in accordance with Islamic law in dealing with their environment. Sixth, Muflihani’s (2015) study disclosed that Islamic banks that run their operations based on Islamic principles were known by 59 respondents or 84.28 percent. The variables that had a positive and significant effect were the duration of education, operating profit and the dummy intensity of socialization and education by Islamic banks. Therefore, there is a need for a strategy for planning education and stronger synergies between the Islamic banking industry and other stakeholders, such as OJK, ulama, campuses and other community organizations. Understanding the behavior of customers of good Islamic bank financing is something that is important for marketing needs that are right in a wider scope. In competition and expanding markets, the behavior of customers in Islamic banks is very important to identify and understand, especially by Islamic banks. METHODS The data in this study were primary data, namely research data obtained directly from consumers. In addition, secondary data was also needed, which was data on Islamic Bank products "X" offered to customers and other literature related to the topic of this research. The study used a nonprobability sampling technique, which is a sampling technique that does not provide the same opportunity or opportunity for each member of the population to be selected as a sample. The non‐probability sampling technique used was accidental sampling. The number of samples in the 9
- 10 CollaborativeInnovationofEconomicSociety:Economics,Banking,IslamicEconomicsReview study were 180 customers from 3 locations that had the most customers, namely: Jakarta, Surabaya and Bandung. The questionnaire used was taken from the previous research, namely a questionnaire developed by Yulianti (2012) with a slight modification that was adjusted to the current situation. The research data was collected by giving questionnaires to sharia bank customers directly. In addition to exploring the material, interviews were conducted with several Islamic bank customers and Islamic bank employees. Customers' perceptions of Syariah Bank products "X" are strongly influenced by the expectations and reality of services received by customers. One method is the Importance Performance Analysis (IPA). It has several advantages over other methods. These advantages can show product attributes that need to be increased or reduced to maintain customer satisfaction, the results are relatively easy to understand and require low costs. The IPA technique is explained by Martilla & James (1977) "Importance‐Performance Analysis" published in the Journal of Marketing (Algifari, 2015). This model is used to measure the performance of satisfaction that is considered important by the customer and the satisfaction performance received by the customer. The main purpose is as a diagnostic tool to facilitate identifying attributes that are based on the interests of each. Achievement of the performance of the product or service is shown in the article that has four quadrants, namely Quadrant A, Quadrant B, Quadrant C and Quadrant D, and each quadrant shows the performance of the product or service being assessed. The following figure is an original form of the science model Cartesius degree diagram developed by Martilla and James. Kuadran A Kuadran B Main priority Maintain Achievement Kuadran C Kuadran D Low Priority Over Figure 1. Kuadran Model IPA Resource: Martilla dan James (1977)
- CollaborativeInnovationofEconomicSociety:Economics,Banking,IslamicEconomicsReview According to Santosa (2011), the first stage in the science method is to determine the level of suitability between the level of importance and the level of performance of the quality of the attributes under study through a comparison of performance scores with interest scores. The suitability level formula used is: Tki = 100% Information: Tki : level of conformity Xi : performance level score Yi : importance level score The second stage is calculating the average for each attribute perceived by the customer, using the formula ∑
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