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Finding Service Design Principles: A Case Study of Islamic Banking

Amna Javed (JAIST)

The banking sector is always committed to promote monetary and financial stability conducive to the sustainable growth of the economy and there are two banking systems in the world, Islamic and conventional. Both are different because of several motives including the fundamental laws in the country, practices, aims and the manner of interaction between the banks and the customers as well.

Today Islamic banking is more popular and the success factors of its popularity are sharing of profit loss and compliance with Sharia. As it is based on business relationship, partnership approach and considered as a modern service, so the objective of this study is to find out a set of design principles that are cores of modern services prevailing in our society. The set of design principles will contribute to create future services which will be invented to satisfy our future needs. Moreover, this research will argue that Islamic banking is essentially a value co-creation business model that fits better with the so-called service dominant logic.

The research methodology of this research is a case based approach (case study). Data will be collected from four methods, 1) Literature to evaluate banking performances and differences, 2) website analysis to find unique values and implementation of S-D logic in Islamic banking, 3) interviews from bank managers and employees to identify co-created values, and design principles of services in Islamic banking, and 4) the questionnaire survey from customers to identify the service perception and preferences of Muslim and non-Muslim customers about Islamic banking.

As Islamic banking has achieved remarkable success as a service, so by taking case of Islamic banking, this research can answer the secrets of service creation in modern services, and it will contribute to create future services which will emerge to satisfy customer's future needs.