Widana, Gusti Oka and Wiryono, Sudarso Kaderi and Purwanegara, Mustika Sufiati and Mohamad Toha, Mohamad Toha
(2015)
Exploring The Impact Of Islamic Business
Ethics And Relationship Marketing
Orientation On Business Performance: The
Islamic Banking Experience.
Asian Academy of Management Journal (AAMJ), 20 (1).
pp. 1-25.
ISSN 1394-2603
Abstract
Relationship marketing emphasises the importance of building and maintaining longterm relationships with customers. Relationship marketing is strategic for banking
institutions to have a better position in the market and to secure continuous banking
relationships. Relationship marketing has inherently strong ethical roots. There is a
positive relationship between ethics and relationship marketing because ethical
principles constitute a precondition for creating the climate of collaboration necessary
for successful relationship marketing. Islamic banking is created under Islamic law and
is frequently considered ethical banking. To succeed in competition with conventional
banks, Islamic banks must offer unique services and products differentiated by the
implementation of Islamic business ethics. There is an opportunity for future empirical
research to understand the relationship of Islamic business ethics to relationship
marketing in creating the superior performance of Islamic banking. This study offers a
conceptual model for this empirical research.
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