Building agent-customer relationship in takaful industry: a framework of Islamic relationship marketing
The term ‘relationship marketing’ has grown to become a popular subject in the marketing literature since the last three decades. The literature indicates the significance of maintaining long-term relationship with customers, especially in current days. The questions then arise are: what are the...
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| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
International Shari'ah Research Academy for Islamic Finance (ISRA)
2012
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| Subjects: | |
| Online Access: | http://irep.iium.edu.my/40220/1/ISRA_academic_article_-_islamic_relationship_marketing.pdf http://irep.iium.edu.my/40220/ http://www.isra.my |
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| Summary: | The term ‘relationship marketing’ has grown to become a popular subject in the marketing literature since the last three decades. The literature indicates the significance of maintaining long-term relationship with customers, especially in current days. The questions then arise are: what are the antecedents that significantly contribute in building and maintaining a long-term buyer-seller relationship?; and what are the outcomes of a strong buyer-seller relationship? The discussions on relationship marketing have even gained popularity in the Asian literature since 2000s; yet research conducted on the issue of Malaysian Islamic financial institutions is very scarce. The existence of a gap in the Asian literature on this topic has led the researchers to develop a suitable theoretical framework of Islamic
relationship marketing for Islamic financial institutions, particularly the Takaful industry. The study expects that the framework of Islamic relationship marketing will be a material of reference for the Takaful industry players in strengthening their relationship with their customers. Indeed, a strong agent-customer relationship will ensure the development of the Takaful industry in the future.
Keywords: Relationship marketing, Islamic marketing ethics, Takaful industry, Agent
Takaful |
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