The Effect of Islamic Marketing Ethics toward Customer Satisfaction, Trust and Loyalty to Islamic Banks

Abstract

Islamic banks (IBs) are built based on the ethical foundations as guided by Islamic law. The fundamentals of Islamic finance, such as risk and reward sharing, have been reported to hold universal values because the principles of fairness and justice may be attractive to a more extensive and diverse investor and depositor base regardless of their religion. This study was conducted to propose the effect of Islamic marketing ethics practice on customer satisfaction, trust, and loyalty to Islamic banks. Each of the elements in the Islamic marketing mix, product, price, place, promotion, and people was proposed to have a relationship with the Islamic bank‟s customer satisfaction, trust, and loyalty. Methodology for data collection was also elaborated to guide future researchers in materialized the study data.