Problem Statement

‘The purpose of the research is to identify Customer satisfaction (1) of the Islamic banking industry in Sri
Lanka considering a case study of the western province region of Sri Lanka’

During the last few years it has been observed that the Islamic banking industry in Sri Lanka has grown
immensely even though it was introduced recently. In Sri Lanka the Muslim population is a minority and
is less than 10% of the total population and therefore the majority is not ethically convinced to do
banking with Islamic banks or banking windows. This could also result due to the concept of Islamic
banking being new and awareness not fully spread to the community. Customer satisfaction is very low
in this segment since the concept of Islamic banking is new in the country and the population is not sure
of the benefits of banking through this segment. It is noticeable that the bank's customer satisfaction
team is not equipped to overcome the obstacle of persuading its clients as this segment is a more closed
focus religious driven community. The main reason being employees complaining on our services and
given below are the responses I received from a few customers.

Customer Name Customer Response

Customer A “my problems take soo much time to solve, this really has to improve”
Customer B “When I requested for a English customer support Agent I was provided with a
Tamil speaking , I wasn’t able to understand any”
Customer C I wasn’t directed with the correct instruction when I was in need for the mobile
banking password change. Yall should be more exposed to modern technology
and equipment
Customer D “E- Statement is not send to my email address on a monthly basis when I
inquired they tell it’s sent. This is due the error in their system, this makes hard
for me to calculate my monthly expenses ?
Customer E “Yall should pay more attention and understand to my needs first”
Customer F “Cheques took more than 15 days to collect although I was told to be receiving it
in 7 working days over. Your staff must be honest and reliable”

In this competitive market comprising of giant banks it is important for Islamic banks to identify
customer satisfaction what the customers require in terms of service and what they are actually
receiving in order to deliver beyond their expectations and transform to a value-based service which
could result to competing against other commercial banking giants of the conventional banking industry.
We would attempt to determine what types of customer satisfaction its consumers need, how this can
be provided to its customer group, and how growth can be tracked via this analysis. Also, how the bank
can build trust with its customers and expand.

This study would reflect on an empirical research where primary data shall be considered through a
questionnaire survey and a random sample of 382 shall be considered (According to the morgan table)
for an approximate population of 75,000 customers in Amana Bank western province region.