Let’s get acquainted: an empirical study on takaful customer-service provider relationships from Saudi Arabian perspectives
Purpose: This study aims to examine a proposed model based on a combination of relationship marketing and service quality dimensions as a significant predictor of corporate image. More importantly, it attempts to identify whether corporate reputation mediates the relationship between and customer lo...
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Emerald Publishing
2022
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2-s2.0-85111409500 Osman I.; Abdur Rehman M.; Mohy Ul Din S.; Shams G.; Aziz K. Let’s get acquainted: an empirical study on takaful customer-service provider relationships from Saudi Arabian perspectives 2022 Journal of Islamic Marketing 13 11 10.1108/JIMA-06-2020-0175 https://www.scopus.com/inward/record.uri?eid=2-s2.0-85111409500&doi=10.1108%2fJIMA-06-2020-0175&partnerID=40&md5=69f9bcdf0683e9e27e098f72f4169b81 Purpose: This study aims to examine a proposed model based on a combination of relationship marketing and service quality dimensions as a significant predictor of corporate image. More importantly, it attempts to identify whether corporate reputation mediates the relationship between and customer loyalty and corporate image in the takāful (Islamic insurance) context, from the viewpoint of Saudi Arabian customers. Design/methodology/approach: An online survey was conducted through an adopted questionnaire from 362 family takāful policyholders from Saudi Arabia. Also, structural equation modelling was used to test the proposed model on the direct relationships of the related constructs, as well as the establishment of corporate reputation as a mediator concerning its relationship between corporate image and customer loyalty. Findings: This study discovered that only two dimensions of service quality (i.e. reliability and assurance) and three aspects of relationship marketing (i.e. Islamic ethical behaviour, financial and structural bonds) have a significant impact on the corporate image of the takāful providers. This study further concluded that corporate reputation mediates the relationship between corporate image and customer loyalty. Research limitations/implications: This study has presented and tested the perceived service quality using the PAKSERV model in the takāful (Islamic insurance) industry, particularly in the Saudi Arabian context. This research identified the dimensions of PAKSERV (i.e. reliability and assurance) that influence the corporate image and simultaneously, the aspects of relationship marketing (i.e. Islamic ethical behaviour, financial and structural bonds) are also connected to the corporate image. Corporate reputation acts as a mediator between the relationship of corporate image and customer loyalty. This study, nevertheless, only focused in the takāful industry alone, and these findings could also be tested for its validity to different services in other potential studies because of the diversity of the service industry. Originality/value: The findings of this study highlight the specific components of PAKSERV measures in influencing the corporate image. Furthermore, relationship marketing addressing Islamic ethical behaviour, as well as the three facets of bonding – structural, financial and social bonds are also incorporated and connected to corporate image. Hence, this study will increase the understanding of the impact of service quality concerning the PAKSERV model and relationship marketing on corporate image, reputation and customer loyalty of the takāful operators in Saudi Arabia. © 2021, Emerald Publishing Limited. Emerald Publishing 17590833 English Article |
author |
Osman I.; Abdur Rehman M.; Mohy Ul Din S.; Shams G.; Aziz K. |
spellingShingle |
Osman I.; Abdur Rehman M.; Mohy Ul Din S.; Shams G.; Aziz K. Let’s get acquainted: an empirical study on takaful customer-service provider relationships from Saudi Arabian perspectives |
author_facet |
Osman I.; Abdur Rehman M.; Mohy Ul Din S.; Shams G.; Aziz K. |
author_sort |
Osman I.; Abdur Rehman M.; Mohy Ul Din S.; Shams G.; Aziz K. |
title |
Let’s get acquainted: an empirical study on takaful customer-service provider relationships from Saudi Arabian perspectives |
title_short |
Let’s get acquainted: an empirical study on takaful customer-service provider relationships from Saudi Arabian perspectives |
title_full |
Let’s get acquainted: an empirical study on takaful customer-service provider relationships from Saudi Arabian perspectives |
title_fullStr |
Let’s get acquainted: an empirical study on takaful customer-service provider relationships from Saudi Arabian perspectives |
title_full_unstemmed |
Let’s get acquainted: an empirical study on takaful customer-service provider relationships from Saudi Arabian perspectives |
title_sort |
Let’s get acquainted: an empirical study on takaful customer-service provider relationships from Saudi Arabian perspectives |
publishDate |
2022 |
container_title |
Journal of Islamic Marketing |
container_volume |
13 |
container_issue |
11 |
doi_str_mv |
10.1108/JIMA-06-2020-0175 |
url |
https://www.scopus.com/inward/record.uri?eid=2-s2.0-85111409500&doi=10.1108%2fJIMA-06-2020-0175&partnerID=40&md5=69f9bcdf0683e9e27e098f72f4169b81 |
description |
Purpose: This study aims to examine a proposed model based on a combination of relationship marketing and service quality dimensions as a significant predictor of corporate image. More importantly, it attempts to identify whether corporate reputation mediates the relationship between and customer loyalty and corporate image in the takāful (Islamic insurance) context, from the viewpoint of Saudi Arabian customers. Design/methodology/approach: An online survey was conducted through an adopted questionnaire from 362 family takāful policyholders from Saudi Arabia. Also, structural equation modelling was used to test the proposed model on the direct relationships of the related constructs, as well as the establishment of corporate reputation as a mediator concerning its relationship between corporate image and customer loyalty. Findings: This study discovered that only two dimensions of service quality (i.e. reliability and assurance) and three aspects of relationship marketing (i.e. Islamic ethical behaviour, financial and structural bonds) have a significant impact on the corporate image of the takāful providers. This study further concluded that corporate reputation mediates the relationship between corporate image and customer loyalty. Research limitations/implications: This study has presented and tested the perceived service quality using the PAKSERV model in the takāful (Islamic insurance) industry, particularly in the Saudi Arabian context. This research identified the dimensions of PAKSERV (i.e. reliability and assurance) that influence the corporate image and simultaneously, the aspects of relationship marketing (i.e. Islamic ethical behaviour, financial and structural bonds) are also connected to the corporate image. Corporate reputation acts as a mediator between the relationship of corporate image and customer loyalty. This study, nevertheless, only focused in the takāful industry alone, and these findings could also be tested for its validity to different services in other potential studies because of the diversity of the service industry. Originality/value: The findings of this study highlight the specific components of PAKSERV measures in influencing the corporate image. Furthermore, relationship marketing addressing Islamic ethical behaviour, as well as the three facets of bonding – structural, financial and social bonds are also incorporated and connected to corporate image. Hence, this study will increase the understanding of the impact of service quality concerning the PAKSERV model and relationship marketing on corporate image, reputation and customer loyalty of the takāful operators in Saudi Arabia. © 2021, Emerald Publishing Limited. |
publisher |
Emerald Publishing |
issn |
17590833 |
language |
English |
format |
Article |
accesstype |
|
record_format |
scopus |
collection |
Scopus |
_version_ |
1809678157501956096 |