Islamic Marketing Ethics and Its Impact on Customer Satisfaction in the Islamic Banking Industry

20 Pages Posted: 20 Feb 2018

See all articles by Abul Hassan

Abul Hassan

King Fahd University of Petroleum and Minerals

Abdelkader Chachi

Islamic Development Bank - Islamic Research and Training Institute

Salma Abdul Latiff

University of Brunei Darussalam

Date Written: 2008

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.

Keywords: Islamic Marketing, Ethics, Customer Satisfaction, Islamic Banking.

Suggested Citation

Hassan, Abul and Chachi, Abdelkader and Abdul Latiff, Salma, Islamic Marketing Ethics and Its Impact on Customer Satisfaction in the Islamic Banking Industry (2008). Journal of King Abdulaziz University: Islamic Economics, Vol. 21, No. 1, 2008, Available at SSRN: https://ssrn.com/abstract=3125751

Abul Hassan (Contact Author)

King Fahd University of Petroleum and Minerals ( email )

KFUPM CAMPUS
Dhahran, 31261
Saudi Arabia
00966556103670 (Phone)

Abdelkader Chachi

Islamic Development Bank - Islamic Research and Training Institute ( email )

P.O. Box. 9201
Jeddah, 21413
Saudi Arabia

Salma Abdul Latiff

University of Brunei Darussalam ( email )

Jalan Tungku Link
Gadong
Bandar Seri Begawan, BE1410
Brunei

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