Islamic bank selection criteria in Morocco: The innovation diffusion theory perspective

Abstract The purpose of this article is to identify the Moroccan client’s choosing criteria for an Islamic bank by the innovation diffusion theory perspective. Through this exploratory study, we aim to detect the criteria taken into consideration by an Islamic bank client. Our study allowed us to detect the most influential criteria that an Islamic bank may use to set up actions and strategies to target easily potential clients who are interested in the bank Islamic products. To answer the set problem, a survey was conducted on a random sample using the google Forms platform. Our final sample consisted of 180 questionnaires, which were analyzed using the PLS method. The results show that relative advantage, compatibility and observability are the determinants that influence the potential client decision to choose an Islamic bank. The results also reveal that the client gender has an impact on his uncertainty towards the bank products. Keywords: Islamic bank; Selection criteria; Innovation diffusion theory; Morocc