The practice of islamic relationship marketing among takaful agents and its effect towards customer trust and commitment

• Main Authors: Che Mohd Salleh, Marhanum, Abdullah, Nurdianawati Irwani
• Format: Article
• Language: English; English
• Published: International Shariah Research Academy for Islamic Finance 2014
• Subjects: H Social Sciences (General)
• Online Access: http://irep.iium.edu.my/40215/1/irp65-cover-printing.pdf; http://irep.iium.edu.my/40215/2/irp65-content-printing.pdf; http://irep.iium.edu.my/40215/; http://www.isra.my
• Institution: Universiti Islam Antarabangsa Malaysia

During the last three decades ‘relationship marketing’ has become more popular in the field of marketing. This marketing approach highlights the need of a company or business entity to maintain longterm relationships with customers. In the 1980s, the relationship marketing strategy was widely accept...