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Islamic banking is one of the growing sectors in Pakistan with a very bright future as evident from the literature. In order to address the issues related to Islamic banking in a better way it is important to understand the attitude and behavior of the banking customers. The current study intends to know the attitude of the customers towards the acceptance of Islamic banking in major cities of Pakistan including Peshawar, Islamabad, Lahore, and Karachi. The study also compares the level of acceptance among each city. Sequential mixed method approach has been adopted for conducting the study, in which the tilt is towards the quantitative. A sample of 1000 respondents was selected in which the distribution of the questionnaires were as per the population size of each city. The factors identified by the customers during the interview session were religious beliefs, social pressure & norms, Sharia board influence, cost benefit analysis, advertising influence, convenience of availability, and bank’s reputation. Based on these factors the researcher developed a framework. Multiple regression analysis has been applied for testing the hypothesis in which t-test, f-test and ANOVAs were used. The findings suggest that the factors religious beliefs, social pressure & norms and convenience of availability contribute the most, followed by cost benefit analysis and bank’s reputation, while the factors Sharia board influence and advertising influence contribute the least in shaping the attitude of the customers towards the acceptance of Islamic banking. Moreover, the level of acceptance for Islamic banking is higher in Peshawar and Islamabad followed by Lahore and Karachi. Furthermore, Pearson chi square test has been applied for testing the association between the demographic variables like age, gender, profession, marital status, and qualification and factors influencing attitude towards the acceptance of Islamic banking. The results show that there is a strong association between them.
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