Building agent-customer relationship in the Takaful industry: a framework of Islamic relationship marketing
The term ‘relationship marketing’ has grown to become a popular subject in the marketing literature over the last three decades. The literature indicates the significance of maintaining long-term relationship with customers, especially these days. The questions that then arise are: what are the ante...
| 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/26706/ http://irep.iium.edu.my/26706/ http://irep.iium.edu.my/26706/1/paper_isra_with_hanum.pdf |
| Summary: | The term ‘relationship marketing’ has grown to become a popular subject in the marketing literature over the last three decades. The literature indicates the significance of maintaining long-term relationship with customers, especially these days. The questions that then arise are: what are the antecedents that significantly contribute to building and maintaining a long-term buyer-seller relationship, and what are the outcomes of a strong buyer-seller relationship? Discussions of relationship marketing have even gained popularity in the Asian literature since 2000; 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 reference material for players in the takaful industry in strengthening their relationship with their customers. Indeed, a strong agent-customer relationship will ensure the development of the takaful industry in the future. |
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