KHADIJA FAYYAZFA21-RBA-021MUHAMMAD BILAL JAVED2026-02-092023https://repository.cuilahore.edu.pk/handle/123456789/1378This study looks into the factors influencing consumer decision-making in Pakistani Islamic banking. A rapidly expanding industry, Islamic banking provides monetary services in conformity with Sharia law. However, little is known about why people prefer Islamic banking over traditional banking. Through a qualitative investigation of the customer decision-making process, this study seeks to provide light on the elements that affect consumer decisions in Islamic banking. Semi-structured interviews were employed in the study to gather information from a small range of Pakistani customers of Islamic banks in Lahore. To find the primary themes and patterns in the data, thematic analysis was used. The results showed that Sharia compliance, ethical concerns, Islamic bank’ products and cultural affinity were the factors influencing the decision to adopt Islamic banking. The paper addresses the consequences of these findings for the advancement of theory, the formulation of marketing plans, and the formulation of policy suggestions in Islamic banking.enMUHAMMAD BILAL JAVEDfa21Department of Management SciencesManagement SciencesIslamic bankingconsumer decision-makingqualitative studyPakistanThesis