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Dr. Wario Guyo

School of Human Resource Development, Jomo Kenyatta University of Agriculture and Technology (JKUAT) Nairobi, Kenya

Noordin Adan
Corresponding Author


The study seeks to examine the determinants of retail consumer choice of Islamic banking in Kenya. It has been recognised as a viable and competitive form of financial intermediation not only in Muslim countries but also outside the Muslim world and offering a wide range of financial products and services. This new form of competition makes an understanding of consumer choice behavior and determinants in islamic banking industry imperative. The study looked at four variables namely religious motives, financial options, profit and service charges and the HR characteristics. The study adopted a descriptive design. A simple random sampling was used to select 293 respondents from the customer data base. Both primary and secondary data was collected using a questionnaire sent through an e-mail sourced from the data base. A pre analysis was also conducted to check the reliability and validity of the instruments. The data was analysed both qualitatively and quantitatively and presented using tables and figures. The findings shows that the four factors collectively influence the choice of the customers to invest with islamic banks overwhelmingly.It was concluded that the factors religious value, influences the customers choice of islamic banking the least while the range of financial options offered by the bank had the strongest influnce. It was recommended that managers to step up their efforts to exploit the strongest factors as part of strategic marketing tool.

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