Determinants of customer relationship marketing success in Islamic retail banking
by Chris I. Enyinda; Suhair Hamouri
International Journal of Social Entrepreneurship and Innovation (IJSEI), Vol. 3, No. 3, 2014

Abstract: Muslims and non-Muslims alike are increasingly turning to Islamic banks as alternative to interest-centric conventional banks. Islamic banks exist and operate in accordance with Shariah principles enshrined in the Holy Quran. For Islamic retail banking to thrive and survive in today's competitive banking and financial services industry occasioned by a number of conventional banks opening up Islamic windows, Islamic bank managers must aggressively adopt good customer relationship marketing. Given that the recent global financial crisis had little or no impact on Islamic banks throughout the world, Muslims and non-Muslims demand for Islamic banks' products and services are on the rise. This acknowledged evidence presents a significant opportunity for Islamic banks to compete and remain successful. To do just that mandates Islamic banks to focus on utilising effective customer relationship marketing strategies to acquire and retain customers. Using a decision support model, this paper seeks to quantify the determinants of relationship marketing success in Islamic banks.

Online publication date: Sat, 31-Jan-2015

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