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The role of Islamic marketing ethics towards customer satisfaction

Aamir Abbas (School of Management Studies, University of Faisalabad, Faisalabad, Pakistan)
Qasim Ali Nisar (Superior University Lahore, Lahore, Pakistan)
Mahmood A. Husain Mahmood (School of Business, Universiti Kebangsaan Malaysia, Bangi, Malaysia)
Abderrahim Chenini (College of Economy, Universite de Ghardaia, Ghardaia, Algeria)
Ahsan Zubair (Government College University, Faisalabad, Faisalabad, Pakistan)

Journal of Islamic Marketing

ISSN: 1759-0833

Article publication date: 6 August 2019

Issue publication date: 23 June 2020

Abstract

Purpose

Islamic marketing ethics focus on the principles of equity, justice and value maximization for the welfare of society. These ethics play a vital role in elevating the standards of customer behavior. The strategy of focusing customer is now considered as important element because of rapidly changing marketing trends in Islamic banks. Therefore, the purpose of this study is to find out the important features of Islamic marketing ethics and identify their effect on customer’s satisfaction in Islamic banking.

Design/methodology/approach

This study is descriptive and quantitative. Data were collected from 1000 customers of Islamic banks by applying convenient sampling technique. Smart PLS was used to check the scale validation by confirmatory factor analysis. To test the hypotheses, structural equation modeling technique was used.

Findings

Results enlightened that Islamic marketing ethics play a significant role in enhancing the customer’s satisfaction. Islamic banks should focus on marketing mix along with Islamic and ethical perspectives to improve the customer’s satisfaction level.

Practical implications

This study highlighted that Islamic marketing ethics have great impact on customer satisfaction. Therefore, Islamic banks need to concentrate on the ethical perspective of Islamic marketing in order to develop long term customer relationships. Islamic banks need to revise their marketing practices, and they should align their marketing tactics with ethical Islamic boundaries. They need to design, communicate and enforce the code of Islamic ethics within organizations.

Originality/value

This paper fulfills an identified need to study how Islamic marketing ethics effect customer satisfaction.

Keywords

Citation

Abbas, A., Nisar, Q.A., Mahmood, M.A.H., Chenini, A. and Zubair, A. (2020), "The role of Islamic marketing ethics towards customer satisfaction", Journal of Islamic Marketing, Vol. 11 No. 4, pp. 1001-1018. https://doi.org/10.1108/JIMA-11-2017-0123

Publisher

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Emerald Publishing Limited

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