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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| Format: | Article |
| Language: | English |
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International Shari'ah Research Academy for Islamic Finance (ISRA)
2012
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| Online Access: | http://irep.iium.edu.my/40220/ http://irep.iium.edu.my/40220/1/ISRA_academic_article_-_islamic_relationship_marketing.pdf |
| _version_ | 1848781914659356672 |
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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 | 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 |
| first_indexed | 2025-11-14T15:57:08Z |
| format | Article |
| id | iium-40220 |
| institution | International Islamic University Malaysia |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-14T15:57:08Z |
| publishDate | 2012 |
| publisher | International Shari'ah Research Academy for Islamic Finance (ISRA) |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | iium-402202015-01-08T03:29:24Z http://irep.iium.edu.my/40220/ Building agent-customer relationship in takaful industry: a framework of Islamic relationship marketing Che Mohd Salleh, Marhanum Abdullah, Nurdianawati Irwani Razali, Siti Salwani H Social Sciences (General) HG Finance 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 International Shari'ah Research Academy for Islamic Finance (ISRA) 2012 Article PeerReviewed application/pdf en http://irep.iium.edu.my/40220/1/ISRA_academic_article_-_islamic_relationship_marketing.pdf Che Mohd Salleh, Marhanum and Abdullah, Nurdianawati Irwani and Razali, Siti Salwani (2012) Building agent-customer relationship in takaful industry: a framework of Islamic relationship marketing. ISRA International Journal of Islamic Finance, 4 (1). pp. 81-97. ISSN 0128-1976 http://www.isra.my |
| spellingShingle | H Social Sciences (General) HG Finance Che Mohd Salleh, Marhanum Abdullah, Nurdianawati Irwani Razali, Siti Salwani Building agent-customer relationship in takaful industry: a framework of Islamic relationship marketing |
| title | Building agent-customer relationship in takaful industry: a framework of Islamic relationship marketing |
| title_full | Building agent-customer relationship in takaful industry: a framework of Islamic relationship marketing |
| title_fullStr | Building agent-customer relationship in takaful industry: a framework of Islamic relationship marketing |
| title_full_unstemmed | Building agent-customer relationship in takaful industry: a framework of Islamic relationship marketing |
| title_short | Building agent-customer relationship in takaful industry: a framework of Islamic relationship marketing |
| title_sort | building agent-customer relationship in takaful industry: a framework of islamic relationship marketing |
| topic | H Social Sciences (General) HG Finance |
| url | http://irep.iium.edu.my/40220/ http://irep.iium.edu.my/40220/ http://irep.iium.edu.my/40220/1/ISRA_academic_article_-_islamic_relationship_marketing.pdf |