Customers’ willingness to choose family takaful: extending the theory of interpersonal behaviour

Abstract

Purpose This study aims to investigate the customer’s willingness to participate in family takaful using the theory of interpersonal behaviour (TIB) in Pakistan. Design/methodology/approach For this study, purposive sampling was used, and 310 useable questionnaires were received from the respondents who were postgraduate students, non-users of family takaful. The respondents are residing in the largest city of Pakistan, which is Karachi. The software Analysis of Moments Structures (AMOS v.25) was used to analyse the data. Findings The findings of this study reveal that awareness, affect, facilitating conditions and religious obligation are pivotal in determining the customers’ intention to purchase family takaful products. In addition, perceived risk and social factors are found not to be significant predictors. Resultantly, it may also be necessary to look into the factors examined in this study and other factors that may have played a great role in the acceptance of family takaful in the case of Pakistan. Research limitations/implications This study is limited in terms of geographic coverage as it only covers part of Karachi city as a place of investigation, and therefore, the results cannot be generalised fully. On the same note, the sampling method can also be broadened to have the actual number of respondents for generalisability purposes. Future studies may focus on the random sampling method using cluster sampling to cover other regions and provinces for a clear picture and understanding. Originality/value To the best of the authors’ knowledge, this work is one of the first studies to be carried out on empirical grounds using the TIB in the context of family takaful products in Pakistan.