The role of Islamic marketing ethics towards customer satisfaction

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.

Islamic marketing: A literature review and research agenda

“…(2018) identified that eight moral factors of ethical conducts were common to all of those major six religions: assurance, fairness/honesty, charity/compassion, environment, tolerance, character/integrity, sacrifice and seriousness. The discussions of IM ethics covers almost all areas of marketing; from marketing mix, marketing communications, branding, consumer behaviour, retailing to international marketing (Abbas et al., 2019; Al‐Nashmi & Almamary, 2017; Arham, 2010; Aziz, 2018; Karami et al., 2014; Saeed et al., 2001; Souiden et al., 2018; Turnbull et al., 2016; Uysal & Okumuş, 2019; Yousaf, 2014).…”

“…Abbas et al. (2019) defined IM as ‘ The process and strategy of fulfilling need through halal products and services with the mutual consent and welfare of both parties (i.e., buyers and sellers) for the purpose of achieving material and spiritual wellbeing in the world here and the hereafter ’. Wilson (2012) defined IM as ‘ a school of thought which has a moral compass which tends towards the ethical norms and values of Islam and how Muslims interpret these, from their varying cultural lenses ’.…”

Hubungan Islamic Marketing Ethics dan Customer Satisfaction pada Perbankan Syariah

“…Prinsip etika dalam Islam memberikan arahan bagi seorang Muslim tentang cara menjalani hidup dengan lebih bermakna dan bermanfaat. (Abbas et al, 2019) menyebutkan bahwa etika pemasaran Islam berbeda dengan etika sekuler karena berlandaskan prinsip Islam yang menjunjung nilai persamaan dan keadilan. Etika pemasaran Islam menjamin segala kepentingan pihak terkait meliputi transaksi, pembeli, penjual, mitra bisnis, komunitas dan sebagainya.…”

“…Etika pemasaran Islam juga memiliki tiga karakteristik dasar berkaitan dengan refleksi prinsip Al-Qur'an berupa ketiadaan monopoli oleh para eksekutif bisnis yang berpotensi menimbulkan kesewenangan, bersifat absolut dan non-fleksibel (tidak ada kesempatan penawaran yang dapat menimbulkan moral hazard), serta maksimalisasi nilai yang tidak hanya mengejar keegoisan keuntungan semata (Abbas et al, 2019). Oleh karena itu, Islam merupakan agama yang inti dasarnya berkaitan erat dengan nilai moralitas.…”

“…Pemasaran menjadi bagian dari proses sosial yang memungkinkan individu dan kelompok individu dalam melaksanakan proses penawaran dan penukaran produk, serta penyediaan layanan dengan tujuan akhir memperoleh penghasilan dan keuntungan (Abbas, Nisar, Mahmood, Chenini, & Zubair, 2019). Strategi pemasaran merupakan ujung dari rencana pelayanan maksimal untuk memenuhi keinginan konsumen (Aliyah, 2020).…”