Customer perception towards relationship marketing practices in Takaful industry
In certain business organization, acknowledging public perception towards their business practices may give a positive impact towards the future business performance. Similarly, to ensure the sustainable of Takaful industry as an alternative Islamic insurance, getting customers’ percepti...
| Main Authors: | , , |
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| Format: | Proceeding Paper |
| Language: | English English |
| Published: |
2013
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| Subjects: | |
| Online Access: | http://irep.iium.edu.my/40218/ http://irep.iium.edu.my/40218/1/037_155_4thICBER2013_Proceeding_p0450.pdf http://irep.iium.edu.my/40218/4/000_000_4thICBER2013_Proceeding_Content.pdf |
| _version_ | 1848781914377289728 |
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| author | Che Mohd Salleh, Marhanum Abdullah, Nurdianawati Irwani Razali, Siti Salwani |
| author_facet | Che Mohd Salleh, Marhanum Abdullah, Nurdianawati Irwani Razali, Siti Salwani |
| author_sort | Che Mohd Salleh, Marhanum |
| building | IIUM Repository |
| collection | Online Access |
| description | In certain business organization, acknowledging public perception towards their business practices may
give a positive impact towards the future business performance. Similarly, to ensure the sustainable of
Takaful industry as an alternative Islamic insurance, getting customers’ perception towards their
marketing practice is important. It is so because without effective marketing practices, the Takaful
products could not reach the public with the sole purpose as was planned in the earlier stage. This
research thus proposes three constructs of relationship marketing and investigates the customers’
perception regarding the Takaful agents’ relationship marketing practices. It includes their Islamic ethical
behaviour, product knowledge, and information communication. To achieve these objectives, this
research adopted self-administered survey questionnaire and distributed it to the Takaful customers in
Klang Valley area. Result from data analysis based on SPSS version 19 regards that the public particularly
Muslim in rural area not totally agreed with the relationship marketing practices of their Takaful agent.
This research contributes to strengthen the Takaful industry in reaching the same level with the
conventional insurance particularly their effective marketing channel.
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| first_indexed | 2025-11-14T15:57:08Z |
| format | Proceeding Paper |
| id | iium-40218 |
| institution | International Islamic University Malaysia |
| institution_category | Local University |
| language | English English |
| last_indexed | 2025-11-14T15:57:08Z |
| publishDate | 2013 |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | iium-402182016-01-06T02:12:07Z http://irep.iium.edu.my/40218/ Customer perception towards relationship marketing practices in Takaful industry Che Mohd Salleh, Marhanum Abdullah, Nurdianawati Irwani Razali, Siti Salwani H Social Sciences (General) In certain business organization, acknowledging public perception towards their business practices may give a positive impact towards the future business performance. Similarly, to ensure the sustainable of Takaful industry as an alternative Islamic insurance, getting customers’ perception towards their marketing practice is important. It is so because without effective marketing practices, the Takaful products could not reach the public with the sole purpose as was planned in the earlier stage. This research thus proposes three constructs of relationship marketing and investigates the customers’ perception regarding the Takaful agents’ relationship marketing practices. It includes their Islamic ethical behaviour, product knowledge, and information communication. To achieve these objectives, this research adopted self-administered survey questionnaire and distributed it to the Takaful customers in Klang Valley area. Result from data analysis based on SPSS version 19 regards that the public particularly Muslim in rural area not totally agreed with the relationship marketing practices of their Takaful agent. This research contributes to strengthen the Takaful industry in reaching the same level with the conventional insurance particularly their effective marketing channel. 2013-03 Proceeding Paper PeerReviewed application/pdf en http://irep.iium.edu.my/40218/1/037_155_4thICBER2013_Proceeding_p0450.pdf application/pdf en http://irep.iium.edu.my/40218/4/000_000_4thICBER2013_Proceeding_Content.pdf Che Mohd Salleh, Marhanum and Abdullah, Nurdianawati Irwani and Razali, Siti Salwani (2013) Customer perception towards relationship marketing practices in Takaful industry. In: 4th International Conference on Business and Economic Research (4th ICBER 2013), 4th-5th Mar. 2013, Golden Flower Hotel, Bandung, Indonesia. http://www.internationalconference.com.my/proceeding/icber2013_proceeding/037_155_4thICBER2013_Proceeding_p0450.pdf |
| spellingShingle | H Social Sciences (General) Che Mohd Salleh, Marhanum Abdullah, Nurdianawati Irwani Razali, Siti Salwani Customer perception towards relationship marketing practices in Takaful industry |
| title | Customer perception towards relationship marketing practices in Takaful industry |
| title_full | Customer perception towards relationship marketing practices in Takaful industry |
| title_fullStr | Customer perception towards relationship marketing practices in Takaful industry |
| title_full_unstemmed | Customer perception towards relationship marketing practices in Takaful industry |
| title_short | Customer perception towards relationship marketing practices in Takaful industry |
| title_sort | customer perception towards relationship marketing practices in takaful industry |
| topic | H Social Sciences (General) |
| url | http://irep.iium.edu.my/40218/ http://irep.iium.edu.my/40218/ http://irep.iium.edu.my/40218/1/037_155_4thICBER2013_Proceeding_p0450.pdf http://irep.iium.edu.my/40218/4/000_000_4thICBER2013_Proceeding_Content.pdf |