Migration (Hijra) to Islamic bank based on push–pull–mooring theory: a services marketing mix perspective

Purpose This study aims to examine the interactive effect of the push factor from the conventional bank, the pull factor from the Islamic bank and the internal mooring factor of the customers in influencing the switching behavior of two types of customer account holders, the conventional only and the mixed (conventional and Islamic bank) account holders, from the services marketing mix perspective. Design/methodology/approach This study applied...