Islamic marketing ethics and its impact on customer satisfaction in the Islamic banking industry

Abstract EN

Islamic marketing ethics combines the principle of value maximisation with the principles of equity and justice for the welfare of the society.

Adherence to the Islamic ethics in the Islamic banking industry can help elevate the standards of both behaviour and living of bankers and customers alike.

In a rapidly changing marketing environment the need to be customer-focused has never been as important as it is today.

At present where customers are becoming more demanding and increasingly mobile between competing financial providers, being customer-focussed is not enough.

Islamic banks and more specifically their customer-contact employees (customer relation advisers or officers) need to be perceived by their customers as being Islamic.

This study represents an initial step in analysing the role of Islamic ethical sales behaviour as it may be perceived by the customers of Islamic Banks.