Degree
Master of Science in Islamic Banking & Finance
Department
Department of Finance
Faculty/ School
School of Business Studies (SBS)
Date of Submission
Spring 2025
Supervisor
Dr. Irum Saba, Associate Professor and Director MS-IBF, Institute of Business Administration , Karachi
Keywords
Islamic Ethical Marketing Mix, Traditional CRM, Social CRM, Customer Satisfaction, Islamic banks
Abstract
This study seeks to investigate the factors that influence Customer Satisfaction towards Islamic banks in Pakistan. Data for this research was collected from 250 customers of Islamic banks located in Karachi, Pakistan. The analysis was conducted using Partial Least Squares (PLS) to assess the impact of various factors, including Islamic ethical marketing mix (such as Ethical product, Ethical price, Ethical place, Ethical promotion, Ethical people, Ethical process, Ethical physical evidence) and Customer Relationship Management aspects (such as Traditional CRM and Social CRM) on Customer Satisfaction towards Islamic banking. The study identifies that Ethical product, Ethical price, Ethical place, Ethical people, Traditional CRM and Social CRM reveals a positive and statistically significant relationship with Customer satisfaction, while the connection between Ethical promotion and Ethical physical evidence displays a positive but statistically insignificant relationship. Additionally, our study recommends some invaluable insights for professionals and businesses operating in emerging nations, especially those in the banking industry.
Document Type
Restricted Access
Submission Type
Research Project
Recommended Citation
Abbas, A., Nisar, Q. A., Mahmood, M. A. H., Chenini, A., & Zubair, A. (2020). The role of Islamic marketing ethics towards customer satisfaction. Journal of Islamic Marketing, 11(4), 1001-1018. DOI 10.1108/JIMA-11-2017-0123
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