Hubungan Islamic Marketing Ethics dan Customer Satisfaction pada Perbankan Syariah

Zuhdan Ady Fataron

Abstract

Islamic marketing ethics in Islamic institutions are used to encourage customer satisfaction. The purpose of this study is to examine the relationship between Islamic marketing ethics and customer satisfaction in Islamic banking. The method used in the preparation of this article is a literature review. Based on the discussion of the previous literature, it can be denied that Islamic banking has a stable existence and tends to experience positive growth every year. Islamic banking is one form of business in general that requires a marketing strategy so that sharia marketing ethics becomes the basic concept in marketing. Marketing ethics that prioritizes morality, honesty, and openness represent ethical values that can shape customer preferences. The advantages of Islamic banks in interest-free products with profit and share principles must be packaged in Islamic marketing ethics so as to build customer confidence. Products that are trusted and free from customer complaints that serve customer satisfaction optimally. The formation of customer satisfaction is able to create long-term customer loyalty so that it can maintain the financial performance of Islamic banks.

Keywords

Islamic Marketing Ethics, Customer Satisfaction, Islamic Bank

Full Text:

PDF (Bahasa Indonesia)

References

Abbas, A., Nisar, Q. A., Mahmood, M. A. H., Chenini, A., & Zubair, A. (2019). The role of Islamic marketing ethics towards customer satisfaction. Journal of Islamic Marketing, 11(4), 1001–1018. https://doi.org/10.1108/JIMA-11-2017-0123

Abdullah, K., & Ahmad, M. I. (2010). Compliance to Islamic marketing practices among businesses in Malaysia. Journal of Islamic Marketing, 1(3), 286–297. https://doi.org/10.1108/17590831011082446

Ahmad Azrin Adnan. (2013). Theoretical Framework for Islamic Marketing : Do We Need a New Paradigm? International Journal of Business and Social Science, 4(7), 157–165.

Ahmed, S. (2015). the Effects of Marketing Mix on Consumer Satisfaction: a Literature Review From Islamic Perspectives. Turkish Journal of Islamic Economics, 2(1), 17–17. https://doi.org/10.15238/tujise.2015.2.1.17-30

Aliyah. (2020). Etika Bisnis Islam Dalam Implementasi Teknologi Neuromarketing Pada Strategi Pemasaran. J E S: Jurnal Ekonomi Syariah, 5(September), 69–86.

Amin, H., Abdul-Rahman, A. R., & Razak, D. A. (2014). Theory of Islamic consumer behaviour: An empirical study of consumer behaviour of Islamic mortgage in Malaysia. Journal of Islamic Marketing, 5(2), 273–301. https://doi.org/10.1108/JIMA-06-2013-0042

Arham, M. (2010). Islamic perspectives on marketing. Journal of Islamic Marketing, 1(2), 149–164. https://doi.org/10.1108/17590831011055888

Azizah, M. (2016). Etika Perilaku Periklanan Dalam Bisnis Islam. JESI (Jurnal Ekonomi Syariah Indonesia), 3(1), 37. https://doi.org/10.21927/jesi.2013.3(1).37-48

Estiri, M., Hosseini, F., Yazdani, H., & Javidan Nejad, H. (2011). Determinants of customer satisfaction in Islamic banking: evidence from Iran. International Journal of Islamic and Middle Eastern Finance and Management, 4(4), 295–307. https://doi.org/10.1108/17538391111186546

Fauzia, I. Y. (2018). Etika Bisnis dalam Islam. Jakarta: Kencana.

Kamarulzaman, Y., & Madun, A. (2013). Marketing Islamic banking products: Malaysian perspective. Business Strategy Series, 14(2–3), 60–66. https://doi.org/10.1108/17515631311325114

Kontot, K., Hamali, J., & Abdullah, F. (2016). Determining Factors of Customers’ Preferences: A Case of Deposit Products in Islamic Banking. Procedia - Social and Behavioral Sciences, 224(August 2015), 167–175. https://doi.org/10.1016/j.sbspro.2016.05.435

Misno. (2020). Covid-19: Wabah, Fitrah, dan Hikmah. Bogor: Pustaka Amma Alamia.

Muhammad, M. (2013). Kesatuan Bisnis dan Etika dalam al-Qur’an: Upaya Membangun Kerangka Bisnis Syariah. Tsaqafah, 9(1), 39. https://doi.org/10.21111/tsaqafah.v9i1.40

Nadia, S., Sonia, M., & Jaleleddine, B. R. (2014). Ethical Performance of Islamic Banks: the Case of the Tunisian Banking “Zaytuna” Journal of Islamic Banking and Finance. Journal of Islamic Banking and Finance, 2(1), 107–122.

OJK, O. (2020). Snapshot Perbankan Syariah Indonesia 2020: Posisi September 2020.

Rahman, M. E. (2015). Uji Ketahanan Krisis Terhadap Perbankan Syariah Di Indonesia Dengan Ukuran Ibc ( Indeks Banking Crisis ) Tahun Periode 2006-2012. Jebis, 1(1), 79–88.

Toriquddin, M. (2010). ETIKA PEMASARAN PERSPEKTIFAL-QUR ’ AN DAN RELEVANSINYA DALAM PERBANKAN SYARI ’ AH. 116–125.

Yussoff, N. M., & Nayan, S. M. (2020). Review on customer satisfaction. Journal of Undergraduate Social Science and Technology, 2(2), 1–6. Retrieved from http://www.abrn.asia/ojs/index.php/JUSST/article/view/80

DOI: http://dx.doi.org/10.21043/bisnis.v9i1.10267