The Relationship Marketing as a Determinant of Customer Satisfaction in Islamic Banking Services Management

Abstract

The purpose of this study is to identify the dimensions that determine whether customer satisfaction in Islamic banking services has been conducted at the Institusi Pengajian Tinggi Awam (IPTA) in Perlis involving two institutions, namely Universiti Malaysia Perlis (UNIMAP) and Universiti Teknologi Mara (UITM) Perlis. The collection of the principal data was accomplished by using a survey paper to answer the study’s research questions. It involved 224 customers using the Islamic banking services. This study was analysed using the Statistical Packages for Social Science (SPSS) by applying descriptive analysis and inferential analysis (Independent T-test, One Way Analysis of Variance (ANOVA) and Correlation Pearson). This study finds that there are some different relationships in terms of position at the university level of education in the demographic characteristics analysis towards customer satisfaction. Most of the dimensions related to customer satisfaction in the Islamic banking services are positively correlated with each other (commitment, product knowledge, competence, service encounter).This study proves that this research is useful to academicians by providing new empirical evidence of relationship marketing with customer satisfaction in the Islamic banking industry. The results of this study can encourage bank managers to learn how to improve commitment, product knowledge, competence and service encounter in Islamic banks’ services to customers.

 

Keywords: Islamic banking services, customer satisfaction, relationship marketing, service quality, service encounter, commitment, product knowledge and competence.