The determinants of the choice of Islamic banks in Tunisia

International audienceFollowing the exponential growth of the banking sector, it is highly strategic for Islamic banks managers to identify what determines the selection criteria for these institutions to customers, knowing that the Islamic banking system is characterized by forms of organization banks very different from traditional commercial banks, with specific missions and objectives, specific strategies and structures. In this regard, our study aims to determine consumer behavior explanatory factors for the selection of an Islamic bank in Tunisia. This is specifically to test the moderating role of gender and age as discriminating variables in the decision. Data were collected from 180 people in Tunisia. A questionnaire was developed and distributed. Data were analyzed with SPSS (20.0) software. Our results show that customers consider several factors in their decision to choose an Islamic bank. These factors are essentially the quality of service offered by Islamic financial institutions, trust and compliance with the "Sharia" (Islamic Jurisprudence prescribing the prohibition of interest, the imposition of a religious tax, the blackout speculative, etc.). Specifically our results show that gender and age are two moderators between selecting an Islamic bank and the determinants observed. The originality of this work is based on the innovative nature of the observation of the role of moderator variables such as gender and age here