Record Details

Evaluation of relationship marketing in Islamic banks in the UAE: Empirical evidence based on sensitivity analysis algorithm

Journal of Economic & Financial Studies

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Field Value
 
Title Evaluation of relationship marketing in Islamic banks in the UAE: Empirical evidence based on sensitivity analysis algorithm
 
Creator Enyinda, Chris I.
 
Subject —
AHP; Customer loyalty; Islamic banks; Relationship marketing; Sensitivity analysis.
M00; M3; G2.
 
Description The recorded success of a number of Islamic banks during the recent global financial crisis has indeed attracted the attention of a number of conventional commercial banks. Because these conventional banks are now operating Islamic windows, Islamic banks must focus their efforts on building relationship marketing that is grounded in the principles of Shariah to retain and attract prospective customers. This paper proposes the analytic hierarchy process (AHP) sensitivity analysis methodology to test the stability or robustness of the priority ranking of relationship marketing tactics. It used AHP-based questionnaire survey to evaluate the relative importance of factors accounting for relationship marketing success of Islamic banks. Relationship managers consider customer loyalty as the most important end-result of relationship marketing, followed by competitive advantage, customer satisfaction, and financial performance. Based on the performance sensitivity analysis, the overall priority of the alternative course actions accounting for relationship marketing success was robust (stable) to the changes in the importance of all the major objectives.
 
Publisher LAR Center Press
 
Contributor —
 
Date 2014-06-20
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Peer-reviewed Article
 
Format application/pdf
 
Identifier http://journalofeconomics.org/index.php/site/article/view/135
10.18533/jefs.v2i02.135
 
Source Journal of Economic & Financial Studies; Vol 2, No 03 (2014): June; 01-12
2379-9471
2379-9463
 
Language eng
 
Relation http://journalofeconomics.org/index.php/site/article/view/135/299
 
Rights Copyright (c) 2014 Chris I. Enyinda
http://creativecommons.org/licenses/by/4.0