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Retaining Customers through Relationship Marketing in an Islamic Financial Institution in Malaysia

Questions on ways to retain loyal customers and attract potential future customers in an Islamic financial institution led to a study on customer relationship marketing (CRM) strategies at the Pilgrims Fund Corporation or Tabung Haji (TH). This study aims to determine whether customer relationship...

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Main Authors: Mohamed Kassim, Kamsol, Bahari, Anuar, Kassim, Norizah, Nik Abdul Rashid, Nik Ramli, Jusoff, Kamaruzaman
Format: Article
Language:English
English
Published: 2009
Online Access:http://psasir.upm.edu.my/id/eprint/7272/1/Retaining%20Customers%20through%20Relationship%20Marketing%20in%20an%20Islamic%20Financial%20Institution%20in%20Malaysia.pdf
http://psasir.upm.edu.my/id/eprint/7272/
http://www.ccsenet.org/journal/index.php/ijms/article/view/1650
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spelling my.upm.eprints.72722015-10-23T01:17:52Z http://psasir.upm.edu.my/id/eprint/7272/ Retaining Customers through Relationship Marketing in an Islamic Financial Institution in Malaysia Mohamed Kassim, Kamsol Bahari, Anuar Kassim, Norizah Nik Abdul Rashid, Nik Ramli Jusoff, Kamaruzaman Questions on ways to retain loyal customers and attract potential future customers in an Islamic financial institution led to a study on customer relationship marketing (CRM) strategies at the Pilgrims Fund Corporation or Tabung Haji (TH). This study aims to determine whether customer relationship marketing (CRM) influenced by the variables - customers’ satisfaction, employees’ commitment, customers’ trust and customers’ loyalty. Questionnaires and personal interviews with the respondents were used. 152 registered Tabung Haji depositors were selected as sample size. It was found that there is a significant relationship between customer relationship marketing- the four dependent variables. Findings from this study showed strong positive relationship between customer relationship marketing and customers’ satisfaction (81%), customers’ trust (77.8%), employees’ commitment (76.2%) and customers’ loyalty (69.5%). Findings from this study will help Tabung Haji to utilize appropriate customer relationship marketing strategies to retain the loyalty of existing customers. Simultaneously, Tabung Haji should make the most of its customer relationship marketing strategies (CRM) to attract future potential customers. It is hoped that Tabung Haji will be a progressive, dynamic and innovative financial institution through the utilization of appropriate strategies in customer relationship marketing (CRM). 2009 Article PeerReviewed application/pdf en http://psasir.upm.edu.my/id/eprint/7272/1/Retaining%20Customers%20through%20Relationship%20Marketing%20in%20an%20Islamic%20Financial%20Institution%20in%20Malaysia.pdf Mohamed Kassim, Kamsol and Bahari, Anuar and Kassim, Norizah and Nik Abdul Rashid, Nik Ramli and Jusoff, Kamaruzaman (2009) Retaining Customers through Relationship Marketing in an Islamic Financial Institution in Malaysia. International Journal of Marketing Studies, 1 (1). pp. 66-71. ISSN 1918-719X http://www.ccsenet.org/journal/index.php/ijms/article/view/1650 English
institution Universiti Putra Malaysia
building UPM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Putra Malaysia
content_source UPM Institutional Repository
url_provider http://psasir.upm.edu.my/
language English
English
description Questions on ways to retain loyal customers and attract potential future customers in an Islamic financial institution led to a study on customer relationship marketing (CRM) strategies at the Pilgrims Fund Corporation or Tabung Haji (TH). This study aims to determine whether customer relationship marketing (CRM) influenced by the variables - customers’ satisfaction, employees’ commitment, customers’ trust and customers’ loyalty. Questionnaires and personal interviews with the respondents were used. 152 registered Tabung Haji depositors were selected as sample size. It was found that there is a significant relationship between customer relationship marketing- the four dependent variables. Findings from this study showed strong positive relationship between customer relationship marketing and customers’ satisfaction (81%), customers’ trust (77.8%), employees’ commitment (76.2%) and customers’ loyalty (69.5%). Findings from this study will help Tabung Haji to utilize appropriate customer relationship marketing strategies to retain the loyalty of existing customers. Simultaneously, Tabung Haji should make the most of its customer relationship marketing strategies (CRM) to attract future potential customers. It is hoped that Tabung Haji will be a progressive, dynamic and innovative financial institution through the utilization of appropriate strategies in customer relationship marketing (CRM).
format Article
author Mohamed Kassim, Kamsol
Bahari, Anuar
Kassim, Norizah
Nik Abdul Rashid, Nik Ramli
Jusoff, Kamaruzaman
spellingShingle Mohamed Kassim, Kamsol
Bahari, Anuar
Kassim, Norizah
Nik Abdul Rashid, Nik Ramli
Jusoff, Kamaruzaman
Retaining Customers through Relationship Marketing in an Islamic Financial Institution in Malaysia
author_facet Mohamed Kassim, Kamsol
Bahari, Anuar
Kassim, Norizah
Nik Abdul Rashid, Nik Ramli
Jusoff, Kamaruzaman
author_sort Mohamed Kassim, Kamsol
title Retaining Customers through Relationship Marketing in an Islamic Financial Institution in Malaysia
title_short Retaining Customers through Relationship Marketing in an Islamic Financial Institution in Malaysia
title_full Retaining Customers through Relationship Marketing in an Islamic Financial Institution in Malaysia
title_fullStr Retaining Customers through Relationship Marketing in an Islamic Financial Institution in Malaysia
title_full_unstemmed Retaining Customers through Relationship Marketing in an Islamic Financial Institution in Malaysia
title_sort retaining customers through relationship marketing in an islamic financial institution in malaysia
publishDate 2009
url http://psasir.upm.edu.my/id/eprint/7272/1/Retaining%20Customers%20through%20Relationship%20Marketing%20in%20an%20Islamic%20Financial%20Institution%20in%20Malaysia.pdf
http://psasir.upm.edu.my/id/eprint/7272/
http://www.ccsenet.org/journal/index.php/ijms/article/view/1650
_version_ 1643823673988087808
score 13.211869

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