Building agent-customer relationship in the Takaful industry : a framework of Islamic relationship marketing

Abstract EN

The term ‘relationship marketing’ has grown to become a popular subject in the marketing literature over the last three decades.

The literature indicates the significance of maintaining long-term relationship with customers, especially these days.

The questions that then arise are: what are the antecedents that significantly contribute to building and maintaining a long-term buyer-seller relationship, and what are the outcomes of a strong buyer-seller relationship ? Dis cussions of relationship marketing have even gained popularity in the Asian literature since 2000; yet research conducted on the issue of Malaysian Islamic financial institutions is very scarce.

The existence of a gap in the Asian literature on this topic has led the researchers to develop a suitable theoretical framework of Islamic relationship marketing for Islamic financial institutions, particularly the takaful industry.

The study expects that the framework of Islamic relationship marketing will be a reference material for players in the takaful industry in strengthening their relationship with their customers.

Indee d, a strong agent-customer relationship will ensure the development of the takaful industry in the future.