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A study on determinants of customers intention to use i-Aslah

Raja Attik Ariffuddin, Raja Ariff (2014) A study on determinants of customers intention to use i-Aslah. Masters thesis, Universiti Utara Malaysia.

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The aim of this study was to examine the factors that can influence customers’ intention to use i-Aslah, in case of Bank Rakyat, Pasir Mas. Besides, it was also conduct to identify what is the most preferred factor that influences customers’ intention to use i-Aslah personal financing at Bank Rakyat Pasir Mas. A number of variables which are interest rate, social influence and corporate image have been examined as potential factors influencing customer’s intention to use i-Aslah. The sample comprised of 100 customers of Bank Rakyat Pasir Mas and the data were obtained through a questionnaire. The researcher manages to get 100% response rate. The data collected was then tested on its frequency, reliability analysis, correlation and regression analysis. The study found that all the three variables interest rate, social influence and corporate image to be significant. The most important factor in influencing the intention to use i-Aslah is social influence. The limitation of the study is the narrow focus of the survey on the customers from only 1 branch. Despite of the limitations, the findings of this study provide recommendations which can help the management of Bank Rakyat to improve their image and reputation. The bank needs to focus on the quality of the services they are rendering to clients in order to retain their current customers and to attract new customers.

Item Type: Thesis (Masters)
Uncontrolled Keywords: Personal financing, Customer intention, Interest rate, Social influence, Corporate image.
Subjects: H Social Sciences > HG Finance
Divisions: Othman Yeop Abdullah Graduate School of Business
Depositing User: Mr. Badrulsaman Hamid
Date Deposited: 15 Oct 2014 00:54
Last Modified: 17 Apr 2016 07:44
URI: http://etd.uum.edu.my/id/eprint/4165

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