University of Stirling

This thesis provides insight into the consumer's perception of the risk of riba and its influence on consumer's bank activity and patronage levels.

Increasing levels of competition have forced banks to take greater interest in consumer banking and to pursue more aggressive marketing techniques to better promote their services. Consumer banks should strive to provide retail bank services that best serve customers' needs. Bankers need better methods to evaluate and understand the consumers' market and needs. Banks need to recognize the attitudes that affect consumers' evaluation of bank services. This thesis evaluates marketing techniques incorporated by Saudi banks, as well as consumers' attitudes towards the banks.