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- Title
The impact of responsible marketing on customer orientation towards Islamic banks in Algeria.
- Authors
TENIOU, Kenza; BEZAZE, Halima
- Abstract
This study investigated the impact of responsible marketing on customers' orientations towards Islamic banks in Algeria. A sample of 162 participants was surveyed using an electronic questionnaire that included constructs of responsible marketing and the decision-making process. The results indicated that customers of Islamic banks in Algeria showed a stronger commitment to responsible marketing principles compared to those of traditional banks. Additionally, the study found a statistically significant effect of responsible individuals on customer orientation towards Islamic banks, which explained 32.1% of the variance. However, other variables related to responsible marketing mix elements did not show a statistically significant effect on customers' orientations towards Islamic banks in Algeria.
- Subjects
ISLAMIC finance; CUSTOMER orientation; CONSUMER behavior; MARKETING strategy; CUSTOMER loyalty
- Publication
Al Bashaer Economic Journal, 2024, Vol 10, Issue 2, p535
- ISSN
2437-0932
- Publication type
Article