What is it about?
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.
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Why is it important?
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.
Perspectives
This paper fulfils an identified need to study how Islamic marketing ethics affect customer satisfaction.
Abderrahim chenini
University of Ghardaia
Read the Original
This page is a summary of: The role of Islamic marketing ethics towards customer satisfaction, Journal of Islamic Marketing, July 2019, Emerald, DOI: 10.1108/jima-11-2017-0123.
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