Volume 7, Issue 10

ELECTRONIC MARKETING FOR FINANCIAL SERVICES: A CASE STUDY ON ISLAMIC BANKS IN THE UNITED ARAB EMIRATES (142249)

DOI :

Abstract : E-marketing widely facilitated the banking sector as it enabled financial institutions to enhance their services and access global arenas. To further validate this, the current study intends to identify the extent to which Islamic banks in the UAE employ e-marketing and its role in enhancing the relationship with customers and its influence on the quality of banking services. The researchers also seek to provide pertinent information to help bank departments to adapt and integrate e-marketing in Islamic services. For data gathering purposes, n= 12 questionnaires were distributed among the services sector employees in Dubai Islamic Bank and Sharjah Islamic Bank. Results revealed that there is a significant relationship between the adaptation of e-marketing and the improved quality of banking services. Additionally, the results also indicated statistically significant differences in the responses regarding the banking services due to the varying demographic factors of the potential clients. Thus, the researchers recommend that the awareness and adoption of e-marketing through employee training can be of greater pre-eminence. Especially in Islamic banking, relying on contemporary marketing technology can play a sturdy role to improve their services and sustain better relations with the customers.

Pages : 110-116

Downloads : 1

Publication Date :

Modified Date : 2020-10-16

Cite/Export :

AHMED ALZAHMI , "ELECTRONIC MARKETING FOR FINANCIAL SERVICES: A CASE STUDY ON ISLAMIC BANKS IN THE UNITED ARAB EMIRATES", IJIERT - International Journal of Innovations in Engineering Research and Technology, Volume 7, Issue 10, ISSN : 2394-3696, Page No. 110-116