Building agent-customer relationship in the 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 the 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 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.

Item Type:	Article (Journal)
Additional Information:	3677/26706
Uncontrolled Keywords:	takaful
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HF Commerce > HF5001 Business. Business Administration > HF5387 Business ethics H Social Sciences > HF Commerce > HF5001 Business. Business Administration > HF5410 Marketing. Distribution of products H Social Sciences > HF Commerce > HF5001 Business. Business Administration > HF5437 Purchasing. Selling. Sales personnel. Sales executives H Social Sciences > HG Finance > HG8011 Insurance
Kulliyyahs/Centres/Divisions/Institutes (Can select more than one option. Press CONTROL button):	Kulliyyah of Economics and Management Sciences > Department of Finance
Depositing User:	Associate Professor Dr. NURDIANAWATI IRWANI ABDULLAH
Date Deposited:	06 Dec 2012 10:46
Last Modified:	12 Jun 2014 14:52
URI:	http://irep.iium.edu.my/id/eprint/26706

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