International Journal of Business and Social Science Vol. 4 No. 10 [Special Issue – August 2013] 189 Adaptive of SERVQUAL Model in Measuring Customer Satisfaction towards Service Quality Provided by Bank Islam Malaysia Berhad (BIMB) in Malaysia Mohamad Idham Md Razak Faculty of Business Management University of Technology MARA (UiTM) 78000 Alor Gajah, Melaka Siti Najah Raihan Sakrani Shafezah Abdul Wahab Faculty of Communication and Media Studies University of Technology MARA (UiTM) 78000 Alor Gajah, Melaka Norazira Abas, Noor Junaini Arwin Yaacob Siti Nurul Aini Mohd Rodzi Faculty of Business Management University of Technology MARA (UiTM) 78000 Alor Gajah, Melaka Abstract The level of customer service among counter staff has become one of the most troubling issues in the Islamic Banking system and operation. The underlying model of SERVQUAL Parasuraman (1988) with five dimensions was used by this particular research in order to evaluate the impact of service quality provided by Bank Islam Malaysia Berhad (BIMB) on customer satisfaction in Selangor area, Malaysia. The service qualities highlighted are reliability, assurance, responsiveness, empathy and tangible. 50 sets of questionnaires have been distributed randomly in the sample area. The study finds that there is a positive relationship among the variables selected based on the analysis using multiple regression analysis. Keywords: Islamic Banking, customer satisfaction, SERVQUAL 1.0 Introduction In general, Islamic banking refers to a system of banking or banking activity that is consistent with the principles of the Shari'ah (Islamic rulings) and its practical application through the development of Islamic economics. The principles, which emphasize on moral and ethical values in all dealings, have wide universal appeal. Shari'ah prohibits the payment or acceptance of interest charges (riba’) for the lending and accepting of money, as well as carrying out trade and other activities that provide goods or services considered contrary to its principles. Using these principles as the basis for a flourishing economy in earlier times, it is only in the late 20th century that a number of Islamic banks were formed to provide an alternative basis to Muslims although Islamic banking is not restricted only to Muslims. On the other hand, Islamic banking has the same purpose as conventional banking except that it operates in accordance with the rules of Shari’ah, known as Fiqh al-Muamalat (Islamic rules on transactions). Islamic banking activities are practiced consistently with the Shari’ah and its practical application through the development of Islamic economics. Many of these principles base on Islamic banking are accepted commonly all over the world, for centuries rather than decades. These principles are not new but arguably, their original state has been altered over the centuries.