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Building agent-customer relationship in takaful industry: a framework of Islamic relationship marketing

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

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Abstract

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

Item Type: Article (Journal)
Additional Information: 7080/40220
Uncontrolled Keywords: Relationship marketing, Islamic marketing ethics, Takaful, TakÉful agent
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HG Finance
Kulliyyahs/Centres/Divisions/Institutes: Kulliyyah of Economics and Management Sciences > Department of Finance
Depositing User: Dr. Marhanum Che Mohd Salleh
Date Deposited: 08 Jan 2015 11:29
Last Modified: 08 Jan 2015 11:29
URI: http://irep.iium.edu.my/id/eprint/40220

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