Business, Management and Accounting
3 years ago

Islamic banking in Tunisia gains popularity due to ethical values.

International Journal of Islamic Marketing and Branding
Tunisian customers' motivation to choose between Islamic and conventional banks
Nihel Ziadi, Kaouther Beji

Paper Summary

The study aimed to compare Islamic and conventional banks in Tunisia. The researchers found that Tunisian customers value Islamic banking for its adherence to Sharia principles. This suggests that ethical behavior is a key factor for Tunisian customers when choosing between Islamic and conventional banks.

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