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? Discussions 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 takāful industry. The study expects that the framework of Islamic relationship marketing will be a reference material for players in the takāful industry in strengthening their relationship with their customers. Indeed, a strong agent-customer relationship will ensure the development of the takāful industry in the future.
CITATION STYLE
Che Mohd Salleh, M., Abdullah, N. I., & Razali, S. S. (2012). Building Agent-Customer Relationship in the Takāful Industry: A Framework of Islamic Relationship Marketing. ISRA International Journal of Islamic Finance, 4(1), 81–97. https://doi.org/10.55188/ijif.v4i1.114
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