Consumer satisfaction in branchless Islamic banking and financial inclusion: case for Islami Bank Bangladesh Limited (IBBL)
Authors: Ashraf Mohammad Ali , Amir Tanzila , Osman Abu Zafar Md. Rashed 
Published: February 2025

Purpose
This study broadly intends to explore the impact of perceived consumer experience in branchless Islamic banking on consumer satisfaction, which may enhance financial inclusion of rural people in Islamic banking activities. Specifically, this study sets three objectives: first, to explore the effects of Islamic bank consumers’ experience on disconfirmation and satisfaction; second, to investigate the impact of expectations on service performance, disconfirmation and consumer-perceived experience; and third, to examine consumer satisfaction in Islamic branchless banking to broadly examine the status of overall financial inclusion.

Design/methodology/approach
Data were collected from selected consumers of Islami Bank Bangladesh Limited (IBBL) using a random sampling procedure. The selected consumers of eight remote branchless locations of the Islamic bank were interviewed face-to-face. Data were processed using PLS-SEM.

Findings
The results of the study show that all hypotheses were supported, indicating consumers’ experience, expectations and performance significantly influence their branchless Islamic banking satisfaction. This indicates that branchless Islamic banking can enhance consumer satisfaction and ensure the wider financial inclusion of remotely located rural people in banking activities.

Research limitations/implications
From a theoretical perspective, the study findings show the robustness of the expectancy disconfirmation theory (EDT) for aiding to predict customer satisfaction in branchless Islamic banking activities. Other studies have also fruitfully used EDT as a theoretical framework from which to explain citizenship satisfaction in local governments of the public domain (Van Ryzen, 2004, 2006, 2013) or to explain customer satisfaction in variety of programs (Oliver, 1980, 1997, 2014). From the same perspective, the model implies that the important role of perceived consumer expectation significantly determines consumer satisfaction in the branchless Islamic banking initiative.

Practical implications
From a practical perspective, it is implied that digitally operated branchless Islamic banking is the most convenient banking process. On the one hand, it entails extensive financial inclusion of rural and remote areas of the country and minimizes operating costs of banking operations; on the other hand, it is opening the door to profit maximization for the banking industry. The findings from this research will practically imply the way for new horizons in the application of branchless banking within the Islamic banking and finance sector. In this regard, policy planners ought to be more careful in formulating banking and financial outlays by which digital or branchless banking facilities may be extensively spread to reach the unbanked populace across the nation within a short-possible time frame.

Social implications
The findings from this research will pave the way for new horizons in the application FinTech within the Islamic banking and finance sector. Such studies should also take into account the emerging phenomenon of combining Shari’ah and FinTech, referred to as Shari’ah FinTech, to fully explore its potential and implications for the industry. Thus, the banking industry as a whole ought to be attentive to extending this type of digital transformation in the banking industry to provide win-win situations for both the client and agent in the financial and banking operations in the country.

Originality/value
This research is based on primary data and provides significant results in terms of digital customer satisfaction.