Nurturing trust in Islamic banking within the metaverse for market success

Abstract

Purpose

This study aims to investigate the impact of trust in the metaverse on the Islamic banking sector, particularly in facilitating market success. Additionally, it seeks to explore the relationship between metaverse-driven brand image, product features, service quality and overall performance in the market.

Design/methodology/approach

Data were collected from 187 participants in Jordan, with the SmartPLS software used to test the hypotheses.

Findings

The findings reveal a significant impact of metaverse-enhanced brand image, product features and service quality on Islamic banking market performance. Furthermore, customer trust in the metaverse plays a significant role in shaping the relationship between product features, service quality and Islamic banking market performance.

Originality/value

The study’s practical implications still suggest the need for a more holistic metaverse-driven approach. Investing in service quality initiatives alone may not adequately build and sustain customer trust in the metaverse. Instead, transparent communication on ethical practices in the metaverse is required to reinforce trust and magnify the positive influence of superior service quality in the metaverse.

Citation

Al-Afeef, M., Jaradat, H., Al-Smadi, R.W. and Al Shbail, M. (2024), "Nurturing trust in Islamic banking within the metaverse for market success", Journal of Islamic Marketing, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/JIMA-01-2024-0040