Investigating The Use Of Islamic Based Relationship Marketing Approach In Selected Malaysia Takaful Companies
| dc.date.accessioned | 2019-09-04T07:20:38Z | |
| dc.date.available | 2019-09-04T07:20:38Z | |
| dc.date.issued | 2017-03 | |
| dc.description.abstract | The emergence of relationship marketing (RM) has commonly been connected to the financial services industry. In Islamic financial services industry, particularly Takaful is implementing the RM in various creative ways. Regrettably, the issue of unethical marketing practices seems to be the main contributors to the surrender of policy among Takaful participants in Malaysia. Therefore, this research intends to explore the issue from the root which derives from the worldview and epistemology embedded in RM by investigating the RM approach implemented in Takaful companies. The differences in worldview and epistemology have lead to different practices in reality of business. Specifically, there are three objectives to be achieved in the research. The first objective is to identify the Islamic-based RM (IBRM) approach to be applied in the Malaysian Takaful Companies (MTC). The second objective is to investigate the RM approach currently implemented in selected MTC while the third objective is to conclude the RM approach implemented in selected MTC based on the IBRM approach identified. The method applied in the research is qualitative research with involving two phases of collecting data such as theoretical and empirical phases. The theoretical phase uses the document research and feedback from a group of experts, while the empirical phase applied fieldwork. In empirical phase, the fieldwork is conducted in two selected MTC, namely Syarikat Takaful Malaysia Berhad and Takaful Ikhlas Berhad through in-depth interviews and observations. The data collected is analyzed using qualitative content analysis. | en_US |
| dc.identifier.uri | http://hdl.handle.net/123456789/8802 | |
| dc.language.iso | en | en_US |
| dc.publisher | Universiti Sains Malaysia | en_US |
| dc.subject | The use of Islamic based relationship marketing | en_US |
| dc.subject | selected Malaysia Takaful companies | en_US |
| dc.title | Investigating The Use Of Islamic Based Relationship Marketing Approach In Selected Malaysia Takaful Companies | en_US |
| dc.type | Thesis | en_US |
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