Testing mediating effect of customer gratitude on Islamic relationship marketing practice in Malaysian takaful industry

Che Mohd Salleh, Marhanum (2015) Testing mediating effect of customer gratitude on Islamic relationship marketing practice in Malaysian takaful industry. In: The 11th Asian Academy of Management International Conference 2015, 2nd-4th October 2015, Penang. (Unpublished)

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Abstract

Parallel to the achievement of the Takaful industry, agency system becomes the main medium utilised by the industry to educate the public and assist them about future financial preparation. As a mirror to an Islamic type of insurance, Takaful agents play significant role not limited to sell the Takaful products, but to behave base on the Islamic norms in front of their customers. Thus, this research introduces the features of Islamic relationship marketing and investigates its significance towards customer gratitude, trust, and commitment in the industry. A total of 741 of Family Takaful customers located in Klang Valley participated in this study. Based on analysis, Islamic relationship marketing (IRM) have significantly affected customer gratitude, trust, and commitment. Customer gratitude is found to partially mediate the relationship of IRM-customer trust and IRM-customer commitment via PLS analysis. These results are important to the industry to enhance its marketing approach for future customer retention.

Item Type:	Conference or Workshop Item (Full Paper)
Additional Information:	7080/45001
Uncontrolled Keywords:	Islamic relationship marketing, Family Takaful customer, Customer Gratitude, Customer Trust, Customer Commitment
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HG Finance
Kulliyyahs/Centres/Divisions/Institutes (Can select more than one option. Press CONTROL button):	Kulliyyah of Economics and Management Sciences > Department of Finance
Depositing User:	Dr. Marhanum Che Mohd Salleh
Date Deposited:	09 Oct 2015 14:58
Last Modified:	05 Nov 2015 13:42
URI:	http://irep.iium.edu.my/id/eprint/45001

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