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

Authors

  • AHMED ALZAHMI

Keywords:

Electronic Marketing, Financial Services, ICT, Islamic banks

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.

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Published

2021-01-22

Issue

Vol. 7 No. 10 (2020): IJIERT

Section

Articles

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