Determinants of customer perception on the adoption of takaful in Somalia

Abstract

Purpose The purpose of this paper is to determine current and potential takaful customers’ perception of takaful product and its adoption in Somalia. Design/methodology/approach This study used three originally selected constructs of perceived relative advantage, perceived compatibility and perceived complexity of diffusion of innovation (DOI) theory and adds three additional constructs of level of customer awareness, culture and perceived trust. A total of 427 questionnaires were collected from the participants of the study using a nonprobability convenience sampling technique. For data analysis, Smart PLS3 and SPSS software were used. The survey was conducted in Somalia, with respondents being current and potential takaful product’s customers. The DOI theoretical model was put to the test using structural equation modeling. Findings The findings showed that perceived relative advantage, perceived compatibility, awareness, perceived culture and perceived trust have a positive and significant influence, whereas perceived complexity has an insignificant influence on the adoption of takaful products. Originality/value This research is a pioneering attempt to investigate the determinants of current and potential takaful customers’ adoption by changing the DOI theory, and it presents a unique contribution to the field with regard to Somalia.