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Islamic Marketing Ethics and Its Impact on Customer Satisfaction in the Islamic Banking Industry القيم الإسلامية للتسويق وأثرها في كسب رضا العميل في صناعة الصيرفة الإسلامية

Author

Listed:
  • Abul Hassan

    (Research Fellow at the Markfield Institute of Higher Education, Leicestershire, UK.)

  • Abdelkader Chachi

    (Researcher, Islamic Economics Research Centre, King Abdulaziz University, Jeddah, Saudi Arabia.)

  • Salma Abdul Latiff

    (Director of Centre for Islamic Banking, Finance and Management, University Brunei Darussalam.)

Abstract

Islamic marketing ethics combines the principle of value maximisation with the principles of equity and justice for the welfare of the society. Adherence to the Islamic ethics in the Islamic banking industry can help elevate the standards of both behaviour and living of bankers and customers alike. In a rapidly changing marketing environment the need to be customer-focused has never been as important as it is today. At present where customers are becoming more demanding and increasingly mobile between competing financial providers, being customer-focussed is not enough. Islamic banks and more specifically their customer-contact employees (customer relation advisers or officers) need to be perceived by their customers as being Islamic. This study represents an initial step in analysing the role of Islamic ethical sales behaviour as it may be perceived by the customers of Islamic Banks. تجمع القيم الإسلامية للتسويق بين مبدأ تعظيم القيمة ومبادئ الإنصاف والعدالة في تحقيق رفاه المجتمع. وتطبيق القيم الإسلامية في المصارف الإسلامية يمكن أن يساعد على رفع مستويات المعيشة والسلوك لدى الصيارفة والعملاء على حد سواء. وفي ظل التغير السريع للبيئة التسويقية أصبح من الضروري التركيز على العملاء لكسب رضاهم بقدر لم يسبق له مثيل من قبل. وفي الوقت الحاضر حيث أصبح العملاء أكثر إلحاحا في طلباتهم، وأكثر تنقلا بين المتنافسين من مقدمي الخدمات المالية، لم يعد التركيز على العميل وحده كافيا، إذ على البنوك الإسلامية أو على القائمين على الاتصال بالعملاء (مسؤولي العلاقات مع العملاء) تحديدًا أن ينظر إليهم من طرف عملائهم بأن أعمالهم متوافقة مع الشريعة الإسلامية. تمثل هذه الدراسة خطوة أولية في تحليل دور القيم الإسلامية وأثرها على سلوكيات البيع كما يتصورها عملاء المصارف الإسلامية.

Suggested Citation

  • Abul Hassan & Abdelkader Chachi & Salma Abdul Latiff, 2008. "Islamic Marketing Ethics and Its Impact on Customer Satisfaction in the Islamic Banking Industry القيم الإسلامية للتسويق وأثرها في كسب رضا العميل في صناعة الصيرفة الإسلامية," Journal of King Abdulaziz University: Islamic Economics, King Abdulaziz University, Islamic Economics Institute., vol. 21(1), pages 27-46, January.
    • Handle: RePEc:abd:kauiea:v:21:y:2008:i:1:no:2:p:27-46
    DOI: 10.4197/islec.21-1.2
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    Citations

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    Cited by:

    1. Gusti O. Widana & Sudarso K. Wirjono & Mustika S. Purwanegara & Mohamad Toha, 2015. "The Role of Business Ethics in the Relationship between Market Orientation and Business performance," International Journal of Finance & Banking Studies, Center for the Strategic Studies in Business and Finance, vol. 4(1), pages 95-111, January.
    2. Waleed Yousef & Pantea Foroudi & Shahzeb Hussain & Najwa Yousef & T. C. Melewar & Charles Dennis, 2022. "Impact of the Strength of Religious Beliefs on Brand Love in the Islamic Market," Corporate Reputation Review, Palgrave Macmillan, vol. 25(1), pages 1-18, February.
    3. María del Carmen Valls Martínez & Pedro Antonio Martín-Cervantes & Sandra Peña Rodríguez, 2021. "Ethical Banking and Poverty Alleviation Banking: The Two Sides of the Same Solidary Coin," Sustainability, MDPI, vol. 13(21), pages 1-22, October.
    4. Naseem Bakht Yar & Bakht Yar Akhtar & Irfanullah Khan & Saqib Khan, 2014. "The Application of Religious Appeal in the Strategic Marketing Communication of Financial Services in Pakistan for "Consumer Manipulation”," International Journal of Academic Research in Business and Social Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Business and Social Sciences, vol. 4(2), pages 88-99, February.
    5. Muhammad Akram Khan, 2013. "What is Wrong with Islamic Economics?," Books, Edward Elgar Publishing, number 15292.
    6. Jaelani, Aan, 2017. "Event and festival in Cirebon: Review of shariah marketing mix," MPRA Paper 78624, University Library of Munich, Germany, revised 11 Apr 2017.
    7. Fouzia Ali & Hassan Raziq & Abdul Aleem & Shahrukh Latif & M.Arslan & Arsalan Shah Muhammad, 2011. "Customer Satisfaction and Islamic Banking in Pakistan," International Journal of Asian Social Science, Asian Economic and Social Society, vol. 1(4), pages 89-96, November.
    8. Jaelani, Aan, 2017. "Event dan festival di Cirebon: Review bauran pemasaran syari’ah [Event and festival in Cirebon: Review of shariah marketing mix]," MPRA Paper 77862, University Library of Munich, Germany, revised 17 Mar 2017.
    9. Muhammad Alshurideh & B. H. Al Kurdi & Anu Vij, Zaid Obiedat & Abdallah Naser, 2016. "Marketing Ethics and Relationship Marketing - An Empirical Study that Measure the Effect of Ethics Practices Application on Maintaining Relationships with Customers," International Business Research, Canadian Center of Science and Education, vol. 9(9), pages 78-90, September.

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