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Customer perception towards relationship marketing practices in Takaful industry

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.

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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.

Item Type: Conference or Workshop Item (Full Paper)
Additional Information: 7080/40218
Uncontrolled Keywords: Takaful, agent, marketing practices, public perception
Subjects: H Social Sciences > H Social Sciences (General)
Kulliyyahs/Centres/Divisions/Institutes (Can select more than one option. Press CONTROL button): Kulliyyah of Economics and Management Sciences > Department of Business Administration
Kulliyyah of Economics and Management Sciences > Department of Finance
Depositing User: Dr. Marhanum Che Mohd Salleh
Date Deposited: 09 Feb 2015 14:45
Last Modified: 06 Jan 2016 10:12
URI: http://irep.iium.edu.my/id/eprint/40218

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