The aim of this study is to identify factors that influence the adoption of Islamic retail banking services among the banking consumers in Malaysia, specifically in the urban and sub urban regions of Malaysia. Islamic banking has evolved as a new reality in the international financial scene since 1970s. Since then numerous studies have been undertaken by researchers to examine issues related to Islamic banking across the globe. However past literature, revealed a lack of marketing studies on Islamic retail banking services. Roger’s innovation diffusion model underpins the conceptual development in the paper. This study aims to fill the gap in the literature by providing a framework to assess the adoption of retail Islamic banking services in Malaysia. Comparative study on factors influencing consumer adoption behavior on Islamic banking services between Malaysia’s urban and sub urban regions would provide compelling insights into this segment of the banking industry that will be useful to both consumers and industry.