Che Mohd Salleh, Marhanum
(2016)
The Significant Contribution Of Islamic
Relationship Marketing Practice In Malaysian
Takaful Industry Towards Determining
Customer Gratitude, Trust, And Commitment.
Asian Academy of Management Journal (AAMJ), 21 (1).
pp. 1-37.
ISSN 1394-2603
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 fnancial
preparation. As a mirror to an Islamic type of insurance, Takaful agents play signifcant
role not only to sell the Takaful products, but also to behave according to the Islamic norms
in front of their customers. Thus, this research is conducted to introduce new concept of
Islamic relationship marketing (IRM) and investigates its signifcance towards customer
gratitude, trust, and commitment in the industry. A total of 741 of Family Takaful customers
in Klang Valley area have participated in the survey conducted in this study. Few statistical
analyses were performed to confrm the proposed measures of IRM including descriptive,
exploratory factor analysis (EFA), measurement model, and structural equation modelling
(SEM) analysis. Through EFA and measurement model, four variables were confrmed to
measure the IRM which are Islamic ethical behaviour, social, structural, and fnancial
bonds. Furthermore, these measures of IRM have signifcantly affected customer gratitude,
trust, and commitment via SEM analysis. This study serves as a starting point to promote
new approach of marketing in the Takaful industry based on the Islamic norms. It basically
aims to tackle the needs of Takaful participants which should be taken care by the Takaful
agents as to ensure both of these parties receive benefts in the Takaful contract.
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