Brand Loyalty and Relationship Marketing in Islamic Banking System/ FIDÉLITÉ À LA MARQUE ET MARKETING RELATIONNEL DANS LE SYSTEME DES BANQUES ISLAMIQUES

By Omar, Maznah Wan; Ali, Mohd Noor Mohd | Canadian Social Science, February 28, 2010 | Go to article overview

Brand Loyalty and Relationship Marketing in Islamic Banking System/ FIDÉLITÉ À LA MARQUE ET MARKETING RELATIONNEL DANS LE SYSTEME DES BANQUES ISLAMIQUES


Omar, Maznah Wan, Ali, Mohd Noor Mohd, Canadian Social Science


Abstract: Islamic banks ability to withstand the global downturn has fuelled an expansion of Islamic finance around the world. Islamic banks have learned that customer loyalty and brand loyalty must be earned. Brand loyalty and relationship marketing among banking consumers particularly in the islamic banking system in Malaysia has captured great interest among the Malaysian public as a whole (i.e. relationship between employees and customers). Relationship marketing is not more than just getting the customers but it is also how to maintain the existing customers as much as possible. There are important dimensions that supported the strength of relationship marketing that can lead to brand loyalty. In relation, brand loyalty refers to the favorable attitude towards a brand in addition to purchasing it repeatedly by the customer. The customer tend to be loyal since there is relationship marketing between them and the organization. This study will show the influence of relationship marketing through Bank Islam employees in Malaysia on Brand Loyalty. The data for this study will be acquired from 3 Bank Islam business premises in Pulau Pinang, Kedah, and Perlis which represent the northern states of Peninsular Malaysia. Various data-analytic tools will be used to analyze the data such as test of differences, reliability analysis, factor analysis, and multiple regression analysis. The study tries to determine how relationship marketing which is measured through three dimensions, that is Customer trust on Bank Islam staff, Bank Islam Staff commitment during the service delivery, and the communication skills among Bank Islam Staff can have an influence on Brand Loyalty among Bank Islam customers.

Key words: Islamic Banking System; Brand Loyalty; Relationship Marketing

Résumé: La capacité des banques islamiques à résister au ralentissement mondial a alimenté une expansion de la finance islamique dans le monde. Les banques islamiques ont appris que la fidélité des clients et la fidélité à la marque doivent être obtenues. La fidélité à la marque et le marketing relationnel auprès des consommateurs, notamment dans le système bancaire islamique en Malaisie, ont captivé beaucoup d'attention du public malaisien en général (à savoir la relation entre les employés et les clients). Le marketing relationnel n'est pas seulement d'attirer les clients mais aussi de maintenir la clientèle existante autant que possible. Il y a des dimensions importantes qui ont soutenu la force du marketing relationnel qui peut mener à la fidélité des clients à la marque. La fidélité à la marque fait référence à une attitude favorable vis à vis d'une marque et des acquisitions de ses produits à plusieurs reprises. Les clients ont tendance à être fidèles car il y a un marketing relationnel entre eux et l'organisation. Cette étude montrera l'influence du marketing relationnel à travers les employés de la Banque islamique en Malaisie sur la fidélité des clients à la marque. Toutes les données utilisées dans cette étude sont procurées par 3 banques islamiques à Pulau Pinang, Kedah et Perlis, qui représentent les états du nord de la péninsule malaisienne. Divers outils d'analyse de données seront utilisés pour analyser les données tels que le test des différences, l'analyse de la fiabilité, l'analyse factorielle et des analyses de régression multiple. Cette recherche tente de déterminer comment le marketing relationnel, mesuré à travers trois dimensions, c'est-à-dire la confiance des clients sur le personnel des banques islamiques, l'engagement du personnel des banques islamiques au cours de la prestation et les compétences de communication entre le personnel des banques islamiques, peut avoir une influence sur la fidélité parmi les clients des banques islamiques.

Mots-Clés: système des banques islamiques; fidélité à la marque; marketing relationnel

1. INTRODUCTION

In recent years there has been growing interest in relationship marketing (i. …

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