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Nel, Jacques, and Christo Boshoff. "Traditional-bank customers' digital-only bank resistance: evidence from South Africa." International Journal of Bank Marketing 39, no. 3 (January 20, 2021): 429–54. http://dx.doi.org/10.1108/ijbm-07-2020-0380.
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PurposeDigital-only banks are emerging as challenger banks to the traditional-bank business model in South Africa. However, traditional-bank customers could resist the use of digital-only banks, theoretically due to their satisfaction with the status quo. Consequently, inertia arising from bias to traditional banks based on status quo satisfaction could engender their resistance to become customers of digital-only banks. The objective of the study, therefore, is to investigate how traditional-bank customers' inertia influences digital-only bank resistance.Design/methodology/approachBased on a literature review, digital-only bank adoption barriers and cognitive-based initial distrusting beliefs were identified as mediators of the influence of inertia on digital-only bank resistance. To test the mediation model empirically, data was collected from 610 traditional-bank-only customers.FindingsThe five adoption barriers fully mediate the influence of inertia on cognitive-based initial distrusting beliefs. The five barriers in serial with cognitive-based initial distrusting beliefs partially mediate the influence of traditional-bank customers' inertia on digital-only bank resistance. Cognitive-based initial distrusting belief is an essential factor in the mechanism underlying the influence of traditional-bank customers' inertia on digital-only bank resistance.Originality/valueDigital-only banks are relatively new. Research is therefore lacking in consumer behavior explaining the use of digital-only banks by traditional-bank customers in the South African context. A further novelty of the study is the empirical assessment of mechanisms that explain the influence of inertia on cognitive-based initial distrusting beliefs, and the influence of inertia on resistance behavior.
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Chen, Kai. "The effects of marketing on commercial banks' operating businesses and profitability: evidence from US bank holding companies." International Journal of Bank Marketing 38, no. 5 (April 17, 2020): 1059–79. http://dx.doi.org/10.1108/ijbm-08-2019-0301.
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PurposeThis paper aims to explore the role that marketing plays in commercial bank management. Specifically, we examine the effects of marketing activities on banks' operating businesses, i.e. deposit, loan and service businesses. Furthermore, we investigate the effect of marketing activities on bank profitability.Design/methodology/approachA series of hypotheses about the associations of marketing activities with banks' deposits, loans, services and profitability are developed. The fixed-effects linear model with an AR (1) disturbance is applied on the panel dataset of FR Y-9C reports to test these hypotheses.FindingsThe results show that total loans and service proceeds are positively associated with marketing activities, which is measured by banks' advertising and marketing expenses. The effects of marketing activities on loan and service businesses are far-reaching to the second quarter in future. Moreover, the results reveal that profitability, measured as net income over total assets, increases with marketing activities.Practical implicationsFrom the findings of this study, bank managers can learn the strengths and weaknesses of their marketing strategies and therefore better coordinate the marketing resources used in different areas of business. The study provides bank managers with a direction to examine the weaknesses in their marketing management.Originality/valueAn issue in bank marketing that has not been explored yet is whether and how marketing activities affect commercial banks' specific businesses, such as deposits, loans and services, and how improvements in the specific businesses further affect bank profitability. This study is the first one to address this fundamental issue in bank marketing. Furthermore, the study provides the supplementary evidence that marketing contributes to commercial banks' profitability.
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БОРИСОВА, О. И., and Г. И. НИКИФОРОВА. "South Korean Banking Marketing Technologies." Vestnik of North-Eastern Federal University. Series "Economics. Sociology. Culturology", no. 1(29) (April 3, 2023): 27–31. http://dx.doi.org/10.25587/svfu.2023.22.87.003.
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Успех коммерческих банков в любой стране зависит от объема продаж своих услуг и товаров, способности привлечения новых клиентов, удержания имеющейся доли рынка, конкурентоспособности, скорости адаптации к кризисам, новым рыночным условиям и научным достижениям. Банковский маркетинг в современных условиях становится абсолютно необходимой технологией для успешного развития любого финансового-кредитного учреждения. Грамотное изучение и применение опыта зарубежных банков позволит отечественным совершенствовать используемые маркетинговые технологии, тем самым развиваться быстрее. Целью статьи выступает изучение практики банков в сфере маркетинга в Южной Корее ‒ азиатской стране, маркетинг которой развивается с невероятной скоростью. В статье рассмотрены результативная практика маркетинговых отделов различных Южно-Корейских банков (Shinhan, KakaoBank, Hana Bank, Woori Bank, KEB Hana Bank, Line Bank и т. д.), подходы которых могут быть использованы отечественными банками, а также тенденции на банковском рынке. Авторы анализируют опыт корейских банков: интернет-банкинг, Customer Relationship Management, облачные технологии, цифровой маркетинг. В статье рассмотрены исторические предпосылки возникновения «чуда на реке Ханган», типичное поведение корейских потребителей, бурный рост KakaoBank. В результате исследования определены ориентиры развития маркетинга в российских банках, основанные на опыте банков Южной Кореи и особенностях России. The success of commercial banks in any country depends on the volume of sales of their services and goods, the ability to attract new customers, retain its existing market share, competitiveness, speed of adaptation to crises, new market conditions and scientific achievements. In contemporary conditions, bank marketing is becoming absolutely accessible for the successful development of any financial and credit institution. A competent study and application of the experience of foreign banks will allow domestic ones to improve the marketing technologies used, thereby developing faster. The purpose of the article is to study the practice of banks in the field of marketing in South Korea, an Asian country whose marketing is developing at an incredible speed. The article discusses the effective practice of the marketing departments of various South Korean banks (Shinhan, KakaoBank, Hana Bank, Woori Bank, KEB Hana Bank, Line Bank, etc.), whose approaches can be used by domestic banks, as well as trends in the banking market. The authors analyze the experience of Korean banks: Internet banking, Customer Relationship Management, cloud technologies, digital marketing. The article discusses the historical background of the “miracle on the Hangang River”, the typical behavior of Korean consumers, the rapid growth of KakaoBank. As a result of the study, guidelines for the development of marketing in Russian banks were determined, based on the experience of banks in South Korea and the specifics of Russia.
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Mullineaux, Donald J., and Mark K. Pyles. "Bank marketing investments and bank performance." Journal of Financial Economic Policy 2, no. 4 (November 9, 2010): 326–45. http://dx.doi.org/10.1108/17576381011100856.
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Putri, Mega, Chandra Hendriyani, and Tengku Sitti Rochmah. "Analysis Of Tandamata Saving Event Marketing in Increasing The Number Of Customers At Bank Bjb Bandung Head Office." Jurnal Sekretaris & Administrasi Bisnis (JSAB) 8, no. 1 (February 29, 2024): 77. http://dx.doi.org/10.31104/jsab.v8i1.391.
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In today's competitive era of inter-bank competition, companies must be able to adjust the right marketing strategy, because everything is done to maintain the company's existence. Banks are financial institutions that collect funds from the public and then channel them back through credit. To attract consumers or prospective customers, Bank bjb's head office conducts event marketing promotions through concerts by inviting various top artists. It is hoped that this will become an attraction for prospective Bank bjb customers. The purpose of this study was to determine the success of the event marketing of the Tandamata savings and the DIGI Cash Application, in increasing the number of customers at Bank bjb's head office. The research method used is qualitative, with a descriptive approach through interviews and direct observation. The results of the study show that the strategy used by Bank bjb has been effective, as evidenced by the increasing number of Tandamata savings customers, the procedure for opening Tandamata savings can run well, reflected in the convenience provided by Bank bjb to customers. However, for a good marketing event, it must be able to influence the number of customers who open bjb Tandamata savings at bank bjb.
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Elisa, Nur, Rafika Rahmawati, and Purnama Putra. "Comparing Mortgage Financing Marketing Strategies: Conventional Bank vs Sharia Bank." Research of Islamic Economics 1, no. 2 (January 30, 2024): 106–18. http://dx.doi.org/10.58777/rie.v1i2.177.
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The increasingly diverse needs of society have made financing the most popular banking service product. KPR products certainly require a marketing strategy. One of the interesting products offered by BRI Syariah Tambun Sub-Branch Office (KCP) is the Home Ownership Financing/Mortgage (KPR) product. This research aims to determine the marketing strategy for Mortgage Financing (KPR) between two banks, namely Conventional Banks and Sharia Banks at Bank BRI KCP Tambun and BRISyariah KCP Tambun. The data sources used are primary and secondary. Data collection was carried out using interview and documentation techniques. The results of this research show that KPR products at Bank BRI and BRI Syariah, in their implementation, apply similar marketing strategies. At Bank BRI, in implementing its marketing strategy, it takes a conventional approach by referring to the strategy of providing interest and using a credit approach with low interest; it places more emphasis on KPR marketing strategies, which tend to prioritize Islamic principles. Managerial implications emerge from the comparative analysis, shedding light on the strengths and weaknesses of each approach.
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Resmiatini, Erna, and Insiati Aisyah Hapsari Imanika. "ANALISIS IMPLEMENTASI BAURAN PEMASARAN 7P PADA BANK MUAMALAT KANTOR CABANG BATU – MALANG." DIALEKTIKA : Jurnal Ekonomi dan Ilmu Sosial 5, no. 1 (March 10, 2020): 57–76. http://dx.doi.org/10.36636/dialektika.v5i1.407.
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ABSTRACT
In the midst of Indonesia's population, which is predominantly Muslim, Sharia Banks have begun to show significant developments. Seeing this, conventional banks have also begun adding sharia services in each of their products, in order to maintain the number of existing customers and expand market share. As the first sharia bank in Indonesia, Bank Muamalat Indonesia (BMI) continues its efforts to harmonize various strategies to win competition in the sharia banking industry, one of them is through the 7P’s Marketing Mix. Through this research, the application of the 7P’s marketing mix strategy at the Bank Muamalat Batu-Malang will be analyzed. This research is to add scientific studies in the field of marketing, especially related to the 7P’s Marketing Mix. This research was conducted using a qualitative approach. The results show that the Bank Muamalat Batu - Malang has implemented the 7P’s Marketing Mix well. Even so, it would be better if Bank Muamalat Batu - Malang synergized the 7P’s Marketing Mix that had been implemented, with developing a Customer Relationship Management (CRM) strategy.
Keywords: Marketing, Strategy Marketing, 7P’s Marketing Mix
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Arlen, Fauzi, and Sandra Dewi. "Analisis Strategi Marketing Pembiayaan Haji di Bank Muamalat KCP Solok." Jurnal Ekonomi Utama 2, no. 2 (July 31, 2023): 258–68. http://dx.doi.org/10.55903/juria.v2i2.86.
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Artikel ini yang menjadi permasalahannya adalah Bagaimana Strategi Marketing Pembiayaan Haji di Bank Muamalat KCP Solok dengan melihat kondisi masyarakat yang kurang memahami tentang produk pembiayaan haji kemudian melaksanakan pembiayaan haji bagi para nasabah dengan cara ditalangkan oleh pihak bank muamalat KCP Solok dan juga kurangnya personal marketing dalam memasarkan atau memperkenalkan pembiayaan haji. Tujuan dilaksanakannya penelitian ini untuk mengetahui serta menjelaskan tentang Bagaimana Strategi Marketing Pembiayaan Haji di Bank Muamalat KCP Solokdan upaya yang dapat dilakukan untuk menangani permasalah yang terjadi pada strategi marketing pembayiaan Haji di Bank Muamalat KCP Solok. Jenis penelitian yang penulis lakukan adalah penelitian deskriptif kualitatif dimana menggunakan metode pengumpulan data melalui observasi, wawancara, serta dokumentasi langsung pada pihak Bang Muamalat KCP Solok. Data sudah terkumpul maka penulis lakukan analisis data dengan menggunakan pengumpulan data, reduksi data, penyajian data dan penarikan kesimpulan/verifikasi data. Berdasarkan hasil penelitian yang penulis lakukan pada pihak Bank Muamalat KCP Solok dimana masing-masing dari dimensi pelayanan yang terdiri dari reliability (kendalan), responsivness (daya tanggap), assurance (jaminan), emphaty (empati), dan tangible (bukti fisik) sudah cukup baik diterapkan tetapi belum maksimal sebab masih ada beberapa kendalakendala yang menghambat untuk mencapai kesempurnaan penerapan terhadap strategi peningkatan kepuasan nasabah pembiayaan haji pada Bank Muamalat KCP Solok itu sendiri seperti persaingan dengan kompetitor lembaga keuangan lainnya, belum cukup mampu menyediakan keinginan nasabah, dan fasilitas pelayanan yang kurang memadai menyebabkan jumlah dan kepuasan yang dirasakan nasabah kurang puas. Dengan adanya strategi yang baik pada suatu Bank Muamalat maka eksistensi dari Bank Muamalattersebut akan selalu ada dan dapat dipercaya dan dikenal olehmasyarakat Kata kunci : Strategi, Marketing, Realibity, Responsivness, Assurance, Epphaty, dan Tangible.
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van Esterik-Plasmeijer, Pauline W. J., and W. Fred van Raaij. "Banking system trust, bank trust, and bank loyalty." International Journal of Bank Marketing 35, no. 1 (February 6, 2017): 97–111. http://dx.doi.org/10.1108/ijbm-12-2015-0195.
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Purpose The purpose of this paper is to test a model of banking system trust as an antecedent of bank trust and bank loyalty. Six determinants of trust and loyalty are included: competence, stability, integrity, customer orientation, transparency, and value congruence. The study provides insights which determinants are crucial for explaining bank trust and bank loyalty, and thus for rebuilding trust and loyalty. Design/methodology/approach Survey among 1,079 respondents of 18 years and older in The Netherlands on person trust, system trust, bank trust, and their scores on determinants of trust and loyalty. Structural equations modeling (AMOS) has been performed to provide insights into the relationships between concepts such as person trust, system trust, bank trust, and bank loyalty. The importance of determinants to explain bank trust and bank loyalty has been assessed as well. Findings Integrity is the most important determinant of bank trust. Transparency, customer orientation, and competence are also significant. Trust is a strong predictor of loyalty. Determinants explaining bank loyalty are: competence, stability, transparency, and value congruence. System trust is also a determinant of bank trust. The meaning of these results is discussed in the paper, as well as the managerial implications of these findings. Research limitations/implications Data were collected in May 2014 with a large sample, when the financial crisis came to an end. Distrust still remained as a consequence of the crisis. Banks are now rebuilding trust and loyalty. This research provides indications which determinants of trust and loyalty are important in this process and should be focused upon. A longitudinal study how trust and loyalty are developing would give insights and feedback on managerial actions. Practical implications Results provide insights into the causes and reasons of (dis)trust. From this study, banks get insights with a priority matrix which determinants are below par but important for specific banks and should be focused on and improved at the short term. Social implications Trust in banks and other financial institutions is crucial for the functioning of the banking system and for society at large. Restoring trust is a matter of fundamental changes of the bank-customer relationships, not only by communication but by sincere behavior (integrity) and benevolence in the customer interest. Originality/value The authors are not aware of research using all six determinants (competence, stability, integrity, customer orientation, transparency, and value congruence) to explain and predict bank trust and bank loyalty, and their implications for trust and loyalty in banks.
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Mazzarolo, Aloisio Henrique, Emerson Wagner Mainardes, and Danilo Soares Montemor. "Effects of internal marketing on strategic orientations in the banking sector." International Journal of Bank Marketing 39, no. 5 (March 4, 2021): 810–33. http://dx.doi.org/10.1108/ijbm-08-2020-0437.
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PurposeThe purpose of this study was to assess whether internal marketing tends to influence the perception of bank employees regarding the strategic orientations of banks toward the market, brand and value. The authors also aimed to determine whether employees' organizational commitment mediates the relationship between internal marketing and the three strategic orientations and whether they influence bank employees' perception of obtaining a competitive advantage.Design/methodology/approachThe authors conducted a survey with 832 bank employees using an online questionnaire. The authors performed data analysis by modeling structural equations with data estimation using the PLS-SEM.FindingsThe results showed that internal marketing positively influences bank employees' perception of banks' strategic marketing orientations and through that their perception of a competitive advantage. The authors also note that organizational commitment can partially mediate the relationship between internal marketing and the strategic orientations tested in this study.Research limitations/implicationsThe findings indicate that banks' investment in employee valuation tends to generate positive results in relation to their adherence to marketing strategies, with the potential to result in a competitive advantage.Originality/valueThe results demonstrate the strength of internal marketing in the strategic orientations of banks, indicating that having employees who are committed to their bank contributes to the delivery of a high-quality service focused on the external customers, generating a competitive advantage.
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Demko, Mariana, Nataliia Kosar, and Nataliia Kuzo. "INTEGRATED MARKETING COMMUNICATIONS OF COMMERCIAL BANKS IN THE CONDITIONS OF A HIGHLY COMPETITIVE MARKET: ESSENCE AND FORMATION." Global Prosperity 1, no. 1-2 (April 25, 2021): 22–31. http://dx.doi.org/10.46489/gpj.2021-1-1-8.
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In this article, we analyze the dynamics of active operations of several Ukrainian banks. During the last three years, there was a declining trend in the number of commercial banks in Ukraine and their issued loans' size. In order to increase the assets of banking institutions of Ukraine, increase their income, banks need to attract new customers, increase the volume of products purchases by existing customers through active communication activities of commercial banks of Ukraine. The intensification of Internet use by banks opens new opportunities for the sales systems improvement and promotion of their products. The analyzed the main characteristics of the commercial bank marketing policy of communications and the basic principles of integrated marketing banking institutions formation and the mechanism of their implementation, which begins with the collection and analysis of marketing information, based on the mission, corporate and marketing bank goals. We argue that an essential stage in forming integrated marketing communications of the bank is to determine its target audiences, which are much more comprehensive than the bank's target market, a rational combination of individual components of the bank's communication complex. Integrated marketing communications of a commercial bank should aim at forming its image and reputation in the market, taking into account the existing competitive advantages of the bank. We determined that in the conditions of Internet spread, an essential component of the integrated marketing communications of a banking institution is online communications. We formulated the main goals and means of marketing communications realization of the bank on the Internet and developed proposals to improve the efficiency of the bank in social networks
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Tang, Xing, and Yusi Zhu. "Enhancing bank marketing strategies with ensemble learning: Empirical analysis." PLOS ONE 19, no. 1 (January 11, 2024): e0294759. http://dx.doi.org/10.1371/journal.pone.0294759.
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In order to enhance market share and competitiveness, large banks are increasingly focusing on promoting marketing strategies. However, the traditional bank marketing strategy often leads to the homogenization of customer demand, making it challenging to distinguish among various products. To address this issue, this paper presents a customer demand learning model based on financial datasets and optimizes the distribution model of bank big data channels through induction to rectify the imbalance in bank customer transaction data. By comparing the prediction models of random forest model and support vector machine (SVM), this paper analyzes the ability of the prediction model based on ensemble learning to significantly enhance the market segmentation of e-commerce banks. The empirical results reveal that the accuracy of random forest model reaches 92%, while the accuracy of SVM model reaches 87%. This indicates that the ensemble learning model has higher accuracy and forecasting ability than the single model. It enables the bank marketing system to implement targeted marketing, effectively maintain the relationship between customers and banks, and significantly improve the success probability of product marketing. Meanwhile, the marketing model based on ensemble learning has achieved a sales growth rate of 20% and improved customer satisfaction by 30%. This demonstrates that the implementation of the ensemble learning model has also significantly elevated the overall marketing level of bank e-commerce services. Therefore, this paper offers valuable academic guidance for bank marketing decision-making and holds important academic and practical significance in predicting bank customer demand and optimizing product marketing strategy.
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Yunita, Meriyanti, Wempy Banga, and Akhyar Abdullah. "PENGARUH RELATIONSHIP MARKETING TERHADAP KEPERCAYAAN NASABAH PADA PT. BANK MUAMALAT INDONESIA Tbk, CABANG KENDARI." Business UHO: Jurnal Administrasi Bisnis 1, no. 1 (April 5, 2016): 106. http://dx.doi.org/10.52423/bujab.v1i1.9571.
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This study aims to determine the effect of relationship marketing on customer confidence in PT. Bank Muamalat Indonesia Tbk Kendari Branch. The sample in this study are customers who are still active at PT. Bank Muamalat Indonesia Tbk Kendari Branch, totaling 40.The results showed that relationship marketing has a significant effect on customer confidence in PT. Bank Muamalat Indonesia Tbk. Kendari Branch. The better relationship marketing is done, the higher the customer's trust in the service at PT. Bank Muamalat Indonesia Tbk. Kendari Branch. Based on the results of this study it appears that in general PT. Bank Muamalat Indonesia Tbk. The Kendari branch has carried out relationship marketing well, although there are still some aspects that still need to be improved, such as the smoothness in providing services, and increasing facilities with adequate technology.Partial test results (t test) for relationship marketing variables on customer confidence shows the value of t count = 4.327 with a significance value of 0.002. By using a 0.05 significance level, the significance value is smaller than 0.05, then the hypothesis can be accepted. Therefore, relationship marketing has a significant effect on customer confidence in PT. Bank Muamalat Indonesia Tbk. Kendari Branch.Penelitian ini bertujuan untuk mengetahui pengaruh relationship marketing terhadap kepercayaan nasabah pada PT. Bank Muamalat Indonesia Tbk Cabang Kendari. Sampel dalam penelitian ini adalah nasabah yang masih aktif pada PT. Bank Muamalat Indonesia Tbk Cabang Kendari yang berjumlah 40.Hasil penelitian menunjukkan bahwa relationship marketing berpengaruh signifikan dengan kepercayaan nasabah pada PT. Bank Muamalat Indonesia Tbk. Cabang Kendari. Semakin baik relationship marketing yang dilakukan, maka semakin tinggi pula kepercayaan nasabah terhadap pelayananS pada PT. Bank Muamalat Indonesia Tbk. Cabang Kendari. Berdasarkan hasil penelitian ini terlihat bahwa pada umumnya PT. Bank Muamalat Indonesia Tbk. Cabang Kendari sudah melaksanakan relationship marketing dengan baik walaupun masih ada beberapa aspek yang masih perlu ditingkatkan lagi seperti kelancaran dalam memberikan pelayanan, dan meningkatkan lagi fasilitas dengan teknologi yang memadai.Hasil uji parsial (uji t) untuk variabel relationship marketing terhadap kepercayaan nasabah menunjukkan nilai t hitung = 4,327 dengan nilai signifikansi 0,002. Dengan menggunakan batas signifikansi 0,05, nilai signifikansi tersebut lebih kecil dari 0,05, maka hipotesis dapat diterima. Oleh karena itu, maka relationship marketing berpengaruh signifikan terhadap kepercayaan nasabah pada PT. Bank Muamalat Indonesia Tbk. Cabang Kendari.
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Kao, Danny Tengti, and Pei-Hsun Wu. "The impact of affective orientation on bank preference as moderated by cognitive load and brand story style." International Journal of Bank Marketing 37, no. 5 (July 1, 2019): 1334–49. http://dx.doi.org/10.1108/ijbm-09-2018-0238.
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Purpose The competition among banks in Taiwan is fierce. The financial services offered by banks are highly similar and banks attempt to devise a variety of marketing campaigns to gain brand preferences of bank clients. However, little research regarding bank marketing has applied the segmentation strategy to precisely target bank clients. The purpose of this paper is to explore the moderating roles of cognitive load and brand story style in the impact of bank clients’ affective orientation on brand preference of bank clients. Design/methodology/approach A total of 216 participants who have bank accounts in Taiwan were randomly assigned to a 2 (brand story style: underdog vs top dog) × 2 (cognitive load: low vs high) factorial design. An ANOVA was conducted to examine the interaction effects of affective orientation, cognitive load and brand story style on the brand preference of bank clients. Affective orientation of participants was measured by Affective Orientation Scale. Findings Results demonstrate that for bank clients with low and high affective orientation, advertisements characterized by cognitive load (low vs high) and brand story style (underdog vs top dog) will elicit differential brand preferences of bank clients. Originality/value This is the first research to examine the moderating effects of bank clients’ affective orientation, cognitive load and brand story style on brand preferences of bank clients. Specifically, this research takes up the call to apply bank clients’ personality traits to examine the impact of bank marketing on brand preferences of banks.
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ACHOUR, Fella. "BANCATAKAFUL: THE TAKAFUL MARKETING BY BANKS." RIMAK International Journal of Humanities and Social Sciences 03, no. 02 (February 1, 2021): 285–96. http://dx.doi.org/10.47832/2717-8293.2-3.22.
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The integration between banks and insurance services leads the success of the Islamic financial system. Islamic banks or Islamic banks branches provide Takaful insurance services on behalf of the Takaful companies, whether they are affiliated with them or completely separate. The banks can offer these services at a lower cost to their customers or at the same cost as the takaful company. We concluded that the model of the relationship between the Takaful Company and the Islamic Bank does not play a significant role at all in influencing the quality, cost of the Takaful services provided by the Islamic Bank
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Wadhan, Wadhan. "EDUKASI MARKETING BANK SYARÎ’AH." AL-IHKAM: Jurnal Hukum & Pranata Sosial 6, no. 1 (August 31, 2013): 91–106. http://dx.doi.org/10.19105/al-lhkam.v6i1.303.
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Abstract: Marketing is a significant aspect to increase consumer trust. Hence, it is essential to educate the consumer with the lesson of the importance of syarî’ah products concerning the marketing aspects. In fact, many banks serves the customer with syariah service in Indonesia. The basic concept of spiritual marketing is the managements of creation, taste, heart and work (the implementation). Those concepts are under the guidence of faith integrity, obidience, and loyality to Allâh swt. The key of ethics and moral of business is truly placed on the doers. A Muslim busines manager must hold tightly the ethic and moral of business that cope –khusn al-huluq, trusty, dan tolerant. There are three marketing strategies of syariah banking; marker driven strategic, viral marketing way, and fish net strategy. Element of mega marketing that had been intruduced by Rasûlullâh since the fifteenth century, and now can be adopted to any kinds of businesses including syariah banking. Key Words: Marketing, Marketer, dan Mega Marketing
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Mulyadi, JMV. "Data envelopment analysis for profitability and marketing in the 10 largest banks in Indonesia." Indonesian Accounting Review 9, no. 2 (October 24, 2019): 195. http://dx.doi.org/10.14414/tiar.v9i2.1817.
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The higher competition in banking industry has pushed the banks to increase efficiency both their profitability and marketing. This study aims to assess the efficiency of the 10 largest banks in Indonesia both in terms of profitability and marketing period 2017-2018 using the Data Envelopment Analysis (DEA) method. The results show that from 2017 to 2018, there were 7 banks that consistently obtained good profitability levels. The average bank profitability performance decreased from 2017 to 2018. From the marketing side, with the first input approach, during 2017-2018 there were only 6 banks that consistently obtained good levels of efficiency, while with the second input approach, there were only 5 banks that consistently achieved good efficiency. The average bank marketing performance declined from 2017 to 2018 using the first and second approaches. In general, bank performance in marketing is still below the bank performance in profitability. The implication is that in using DEA, it must be wise in selecting the input variables because they will produce different values.
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Boadi, Isaac. "Determinants of Ghanaian banks’ credit to the “missing middle”: a supply side approach." International Journal of Bank Marketing 34, no. 6 (September 5, 2016): 924–39. http://dx.doi.org/10.1108/ijbm-12-2015-0194.
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Purpose The purpose of this paper is to use bank-level panel data to examine the determinants of Ghanaian banks credit to SMEs often referred to as the “Missing Middle.” Demands for bank credit by SMEs sector have been over flogged by researchers in recent times. Determinants of banks’ credit to SMEs from the supply side using most recent data for both micro (bank level) and macro (country) level data is a contribution to empirical literature. Design/methodology/approach The study employed the Generalized methods of moments using ten banks listed on the Ghana Stock Exchange to examine factors that determine banks credit to SMEs in Ghana. Bank-specific and country-specific data were collected from the financial statements of the sampled commercial banks operating in Ghana compiled by Ghana Association of Bankers over the period 1997-2014 consisting of 180 observations. The macroeconomic variables were retrieved from Ghana Statistical Service and Bank of Ghana, respectively. Findings The result of the study reveal that apart from the size of top management and GDP growth, the rest of micro (bank-specific variables) and macro (country) level sampled statistically influences bank credit to SMEs. Specifically, the coefficient of bank size, its profitability and inflation variables are negative demonstrating that in Ghana, bigger, most profitable banks and high inflation period limit credit to the SMEs sector. The coefficients of board size and bank origin variables were found to be positive indicating banks with huge board size and foreign banks tend to provide more credit to SMEs. Originality/value The main value of this paper is to examine determinants of Ghanaian banks credit to the “Missing Middle.” A supply side approach.
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Alam, Md Mahbub, and Wan Sallha Yusuf. "DETERMINANTS OF BANK-SPECIFIC, BANK-RISK AND BANK STABILITY OF THE BANGLADESHI CONVENTIONAL BANKS." International Journal of Entrepreneurship and Management Practices 7, no. 25 (June 13, 2024): 53–66. http://dx.doi.org/10.35631/ijemp.725006.
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The primary objective of this research is to analyze the effect of bank-specific and risk determinants on conventional banks' z-scores in Bangladesh from 2011 to 2021. This study used panel linear regression and panel corrected standard error (PCSEs) to estimate the model. Capital adequacy, asset quality, income diversification, bank competition, managerial efficiency, and profitability (return on equity) are used as proxies for bank-specific and liquidity risk; Sensitivity to marketing risk is used as a proxy for bank risk, while the bank size is used as a control variable and Z-scores are used as a proxy for measurement of bank stability. The main results indicate that capital adequacy, bank competition, and managerial efficiency are negative, but asset quality, income diversification, and profitability (ROE) are positively related to the Z-score. The results further indicate that determinants of bank risk, such as liquidity risk and marketing risk, negatively impact the Z-score. The control variable bank size has a positive impact on the Z-score. Based on our results, authorities in Bangladesh may develop rules for managing operations and ensuring bank stability.
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Adkhamovna, Sharipova Umidakhon, and Azimova Gulnoza Latifovna. "Analysis Of The Use Of Marketing Tools At The Current Stage Of Development Of The Banking Services Market." American Journal of Management and Economics Innovations 3, no. 06 (June 10, 2021): 114–25. http://dx.doi.org/10.37547/tajmei/volume03issue06-18.
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In order to understand the success of the world banks, we will analyze the marketing tools used by foreign specialists in the field of banking. At the same time, it is necessary to define the concepts of "bank marketing" and "bank marketing tools". Bank marketing is the process of regularly improving and improving the efficiency of the bank's activities with the help of a certain set of tools within the framework of the interaction marketing concept and taking into account the market strategy based on the opinion, preferences and needs of consumers.
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Basysyar, Fadhil M., Arif R. Dikananda, and Dian A. Kurnia. "Prediction of Bank Customer Potential Using Creative Marketing Based on Exploratory Data Analysis and Decision Tree Algorithm." Ingénierie des systèmes d information 27, no. 4 (August 31, 2022): 597–604. http://dx.doi.org/10.18280/isi.270409.
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Today's bank marketing uses traditional methods, using standard and boring ads to target prospects. Of course, this can impact the banking process, reducing the number of potential banking customers. Banks need to think outside the box and apply creative marketing ideas to drive their profitable marketing development and marketing success potential. Most consumers consider banking a daily necessity, and it is best to avoid it. If they can take a creative approach to bank marketing, that idea can change. Especially when bank marketing integrates creative bank marketing ideas such as gamification, automation, chatbots, and rewards to encourage potential customers to use banking services, therefore; this study uses a decision tree algorithm with the best trash old decisions to perform a classification process on kaggle.com's bank marketing dataset. The classification process uses Python 3 to find the accuracy value of the decision tree algorithm calculation using K-Fold and scale data. This survey achieved classification results with 82% accuracy, 84% recognition, and 85% accuracy with recommendations and creative marketing solutions.
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Schröder, Philipp. "Corporate social responsibility (CSR) website disclosures: empirical evidence from the German banking industry." International Journal of Bank Marketing 39, no. 5 (February 25, 2021): 768–88. http://dx.doi.org/10.1108/ijbm-06-2020-0321.
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PurposeContent analysis was used to examine the CSR disclosures of 78 bank websites based on four categories: environment and energy, human resources, customers and products and community involvement. Furthermore, sample units were grouped according to their characteristics, and nonparametric tests were employed to determine significant differences between these groups.Design/methodology/approachThis study (1) examines the extent of corporate social responsibility (CSR) disclosure on bank websites and (2) analyzes the relationship between online CSR disclosure and bank characteristics (i.e. size, profitability, capital market orientation, government ownership, media visibility and bank category).FindingsThe results reveal that the most-disclosed (least-disclosed) CSR information by banks relates to customers and products (environment and energy). Moreover, characteristics such as size, capital market orientation, government-ownership and media visibility are significant in explaining CSR website disclosures, while profitability (bank category) is not (only partially) significant.Research limitations/implicationsAlthough the sample constitutes all the relevant banks in Germany, it is small and limited to a single national context. Thus, the results may not be generalizable.Originality/valueThis study contributes to the relatively scarce literature concerning CSR disclosures on banks' websites, provides new empirical data and extends prior research that compares CSR practices among different types of banks. Recommendations for action are also formulated that are relevant for banking practitioners in the present and future.
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Moghavvemi, Sedigheh, Su Teng Lee, and Siew Peng Lee. "Perceived overall service quality and customer satisfaction." International Journal of Bank Marketing 36, no. 5 (June 4, 2018): 908–30. http://dx.doi.org/10.1108/ijbm-06-2017-0114.
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Purpose Foreign and local banks in Malaysia are competing in terms of skilled staff, innovative products and services, rendering quality services and customer satisfaction. The purpose of this paper is to examine the overall service quality and customer satisfaction of both foreign and local banks. Design/methodology/approach The data used to test the hypothesis were collected from 748 foreign and local bank customers in Malaysia. The research model was analysed using a structural equation modelling technique. Findings Results show that knowledge and staff competencies, as well as convenience of the bank is more significant for local bank customers while bank image and internet banking are important components for foreign bank customers. The results also reveal that foreign bank customers have higher satisfaction as compared to local bank customers. Research limitations/implications No analysis is undertaken of any difference in the service quality dimensions between banks of different size. Further research on banking services could usefully test services quality dimensions across banks of different sizes. Practical implications The findings serve as a valuable reference for local banks understand service quality challenges they may face from foreign banks in this competitive industry. Findings suggest that, to provide high-quality services, financial institutions need to heighten customer satisfaction differentiation strategies. Originality/value The outcomes of this study enhance the knowledge on the performance of both local and foreign banks in Malaysia as well as customer satisfaction, which are invaluable to all bank managers and industry players in improving their services.
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Lundberg, Heléne. "Bank relationships’ contributions to SME export performance." International Journal of Bank Marketing 37, no. 5 (July 1, 2019): 1143–64. http://dx.doi.org/10.1108/ijbm-05-2018-0115.
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Purpose The purpose of this paper is to examine to what extent, and in what ways, various types of bank support improve small and medium-sized enterprise (SME) export performance. It contributes to bank marketing and international marketing theory and practice by clarifying bank contributions to SME export performance at the firm level. Design/methodology/approach The study method is an on-site survey, encompassing 135 manufacturing Swedish SMEs. Five hypotheses are tested using ordinary least squares regression. Findings The higher the export performance, the greater the importance attributed to bank funding of international business. The importance of transaction and/or currency services provided by banks for SMEs’ ability to do business abroad was confirmed, but with the important limitation that the effect diminishes as the number of markets increases. Furthermore, the results indicate that SMEs with low export performance attach a high importance to the advisory services that banks can offer regarding international business. No significant results for knowledge sharing or support from bank contacts were found. Practical implications SME managers are encouraged to view banks as potential providers of a diverse set of value-added resources while taking into consideration that some banks will have more developed resources and support policies than others. The study results also assist banks in building effective strategies for enhancing their relationships with SME clients, as it provides detailed information on how SMEs relate different kinds of bank services to their export performance. Originality/value As the first paper to describe SME-perceived relationships between different bank services and export performance, this study informs bank marketing and international marketing theory about bank contributions to SME internationalisation.
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Dewindaru, Deanda, Anneke Syukri, Rahajeng Angelita Maryono, and Ulani Yunus. "Millennial customer response on social-media marketing effort, brand image, and brand awareness of a conventional bank in Indonesia." Linguistics and Culture Review 6 (January 2, 2022): 397–412. http://dx.doi.org/10.21744/lingcure.v6ns1.2068.
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Due to the fierce competition in banking for raising funds, banks have been obliged to develop marketing strategies to attract new consumers, particularly millennials. The marketing communication strategy that is often applied by banks is the loyalty program that is informed through social media. One of the banks in Indonesia with a loyalty program is the Bank Tabungan Negara (Bank BTN) or State Savings Bank whose a more prominent brand image of credit products than savings. This study investigated the effect of Social-Media Marketing Efforts, Brand Awareness, and Brand Image on Millennial Customer Response. This study employed a qualitative method by distributing questionnaires to 400 respondents. The results revealed that Millennial Customer Response was influenced by Social-Media Marketing Effort, Brand Awareness, and Brand Image. To conclude, Social-Media Marketing Efforts, Brand Image, and Brand Awareness of Conventional Banks in Indonesia affect Millennial Customer Response.
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Yulianto, Arief. "MEMBANGUN KEMITRAAN BANK SYARIAH DENGAN PENDEKATAN SHARIAH MARKETING." Walisongo: Jurnal Penelitian Sosial Keagamaan 19, no. 1 (June 7, 2011): 197. http://dx.doi.org/10.21580/ws.19.1.218.
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<p class="IIABSBARU1">Amidst the competitions among shariah bank demanding the shariah bank to have marketing strategies in order to keep a sustainable relation between bank and customers. It was revealed from this research that some variables: product attributes, the quality of service to the Islamic approach to marketing, reputation, satisfaction, affective commitment, continuous commitment and customer loyalty can be accepted as the decisive variables in deciding the good marketing relationship between shariah bank and customers.</p><p class="IKa-ABSTRAK">***</p>Di tengah-tengah persaingan di antara bank-bank syariah, dibutuhkan strategi <em>marketing</em> untuk mempertahankan hubungan yang berkelanjutan di antara bank dengan pelanggan. Terungkap dalam penelitian ini bahwa beberapa variabel: atribut produk, kualitas layanan dengan pendekatan Islam mengenai pemasaran, reputasi, kepuasan, komitmen yang efektif, komitmen yang berkelanjutan, dan kesetiaan pelanggan dapat diterima sebagai variabel yang menentukan hubungan pemasaran yang baik antara bank syari’ah dengan pelanggan.
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Zhang, Quanda, Rashmi Arora, and Sisira Colombage. "The determinants of bank branch location in India: an empirical investigation." International Journal of Bank Marketing 39, no. 5 (March 12, 2021): 856–70. http://dx.doi.org/10.1108/ijbm-07-2020-0395.
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PurposeBank branching plays a significant role in a wide range of economic activities. Existing studies on determinants of bank branching activities largely focus on developed countries; studies devoted to developing countries are scant. The purpose of this paper is to examine the determinants of bank branching activities in one of the largest developing country India.Design/methodology/approachThe authors employ a unique longitudinal data to study the determinants of bank branch location in India. These data are collected at the state level covering 25 Indian states for the period 2006–2017. The authors employ Poisson regression that are better suited for modeling counted dependent variable.FindingsFirst, region and bank specific factors such as size of population and bank deposits influence location of bank branches. Second, the relationship between these factors and branch locations is heterogeneous across different types of banks and across states with different business environments.Practical implicationsFirst, from the view of banks, considering the factors of branch location are crucial in order to set out branching strategy. Irrespective of policy measures aimed at promoting financial inclusion in India, the authors show that banks consider economic activities in the region in locating their branches. Second, from the view of policy makers and regulators, such branching strategy could potentially contribute to financial exclusion. As a result, population in the less developed regions may be excluded from accessing financial services. Hence, policy makers and regulators should take into this account when formulating policies aimed at promoting financial inclusion.Originality/valueFirst, while existing studies largely focus on developed countries, studies devoted to developing countries are scant. To the best of our knowledge, the authors have not come across any study that investigates the determinants of bank branch location in India, so the authors reasonably believe that this study is a first-of-its-kind. Second, the study provides a new perspective concerning how regional and bank specific factors influence banks of different ownership in locating branches. Third, while traditional regression used to be a method of choice among early studies, the authors employ Poisson regression that is better suited for modeling counted dependent variable.
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Farouk, Dr BRAHIMI. "The Impact of Internal Marketing Procedures on Banking Service Quality A Study of a Sample of Banks Operating in Biskra." International Journal of Research and Innovation in Social Science VIII, no. II (2024): 784–99. http://dx.doi.org/10.47772/ijriss.2024.802055.
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This study delved into analyzing the impact of internal marketing procedures on the quality of banking services, using a sample of banks operating in Biskra. A random sample of 33 individuals from the employees of the following banks (Bank of Salam, Bank of Agriculture and Rural Development, Algerian Popular Credit Bank) was selected. To achieve the study’s objectives, a questionnaire was designed as a data collection tool, and appropriate statistical tests and tools within (SPSS.V 20) were used. The study distributed and retrieved 33 valid questionnaires for analysis. The study reached several results, including the significant impact of internal marketing procedures on the quality of banking services with its dimensions (tangibility, reliability, responsiveness, security, and empathy) specific to the banks (Bank of Salam, Bank of Agriculture and Rural Development, Algerian Popular Credit Bank) operating in Biskra.This positive impact enables banks to achieve key success factors within their competitive environment. The study recommends the necessity of focusing on all internal marketing procedures (embedding a service culture, applying the marketing approach in human resources management, disseminating marketing information to all employees, and motivating and rewarding employees) by the studied banks on one hand. On the other hand, equal attention should be given to the quality of banking services with its dimensions (tangibility, reliability, responsiveness, security, and empathy) to achieve desired success and excellence. Banks also have to embed a service culture and employees motivation, which offer actionable insights for banks to enhance their service quality in the way that achieve customer satisfaction and loyalty.
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Suandi, Edi, Herri Herri, Yulihasri Yulihasri, and Syafrizal Syafrizal. "ETHICAL, INNOVATIVE, AND MOBLE : SHARIA BANKS AND FACTORS AFFECTING IST COMPETITIVE ADVANTAGE." Jurnal Ipteks Terapan 16, no. 1 (March 28, 2022): 51–62. http://dx.doi.org/10.22216/jit.v16i1.615.
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Competition between conventional banks and Islamic banks in Indonesia places Islamic banks as the second choice, even though this country is a country with the largest Muslim population in the world. The government argues that this is due to the inability to reach the market, weak risk management, and low quality of technology. Whether this statement is true or not has not been scientifically explored. These three problems can be covered in the concept of Islamic marketing ethics, entrepreneurial marketing, and convergence marketing. This study examines how these three variables influence the competitive advantage of 204 branches of nine Islamic commercial banks in Indonesia and how the impact of these competitive advantages on bank performance. The structural equation model is used to examine the indirect effect of Islamic marketing ethics, entrepreneurial marketing, and convergence marketing on sharia bank performance through competitive advantage. The results indicate that these three variables have a significant effect on the competitive advantage of Islamic banks and competitive advantage mediates the effect of these three variables on sharia bank performance.
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Valentyn, Khmarskyi, and Roman Pavlov. "Relation between marketing expenses and bank’s financial position: Ukrainian reality." Benchmarking: An International Journal 24, no. 4 (May 2, 2017): 903–33. http://dx.doi.org/10.1108/bij-02-2016-0026.
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Purpose The purpose of this paper is to determine relation between marketing expenses and bank’s financial position. Factor and cluster analyses were applied to unify different financial variables into financial clusters. Each cluster has specific long-term and short-term financial position and is allocated to appropriate rating position of new rating system. Using rating positions, it is possible to determine whether overall bank position is fragile or stable, and which financial position is vulnerable. Comparing marketing expenses with financial positions, it is possible to evaluate how effectively banks manage their financial resources, and what impact marketing activity has on the financial position. Design/methodology/approach Financial statements of Ukrainian banks for last five years are analyzed. Database of financial documents are reviewed. Coefficient, principal components, and hierarchical cluster analyzes are applied to elaborate new rating system. “Bartlett’s Test of Sphericity” and “Kaiser-Meyer-Olkin Measure of Sampling Adequacy Test” validate input data. Box-and-whisker plots are used to describe graphically interaction between marketing expenses and bank financial positions. Findings The new rating system describes short-term and long-term bank financial positions. In their marketing activity, Ukrainian banks mostly have uneven distribution of marketing expenses in context of financial positions. Such pattern disrupts long-term stability of Ukrainian banking system. Each financial variable has different impact on marketing activity; however, the correlation level is insignificant. In general, Ukrainian banks do not consider financial positions in marketing planning. Practical implications New rating system can be used by the National Bank of Ukraine, the main supervisory bank of Ukraine, to determine fragile banks and to predict their bankruptcy. Banks may use findings to analyze their financial positions and to find optimal marketing expenses. Originality/value This paper contributes into the scientific literature in novelty of marketing-finance interaction in the Ukrainian banking system. New rating system of Ukrainian banks considers different aspects of bank financial stability: liquidity level, credit risks, deposit portfolio, and bank’s ability to attract additional financial resources on financial markets. Cluster analysis helps to allocate similar financial factors to different clusters and to evaluate financial risks in conjunction. As legal regulations concerning banking market, are also considered, the rating system can be adjusted to different countries. In addition, marketing expenses are analyzed in context of banks’ financial positions.
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Tajudeen Kolapo, Funsho, Joseph Oluseye Mokuolu, Samuel Obafemi Dada, and Adeola Oluwakemi Adejayan. "Strategic marketing innovation and bank performance in Nigeria." Innovative Marketing 17, no. 1 (March 26, 2021): 120–29. http://dx.doi.org/10.21511/im.17(1).2021.10.
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To survive in the ever-increasing competition in the financial market, commercial banks need successful innovative strategies. However, there is insufficient information on appropriate innovative strategies required by banks. Primary data were obtained through a structured questionnaire. It was distributed among 1,200 bank employees and 300 bank customers of all eight systematically important banks (Access, Diamond, Eco, First, GTB, Polaris, UBA and Zenith) out of 21 deposit money banks in Nigeria as of December 31, 2016 by random sampling and stratified sampling techniques. The data were fitted to the regression-based model. The identified marketing innovation adopted by banks include innovative service provision (4.02), generation of new product with quality (3.65), entrance into new markets (3.60) and adoption of technological tools (3.57). Performance indicators considered are customer satisfaction and customer retention. Results showed that marketing innovation strategies of the banks significantly (p &lt; 0.05) improve customer satisfaction. Improved service and product quality, introduction of new products and entrance to new market exert a positive and significant effect on outcomes of the banks. The estimated regression on customer retention showed that in a competitive environment, improved service exerts positive and significant (p &lt; 0.05) influence. Furthermore, the impact of reduction in service cost is also positive and significant (p &lt; 0.05), which is similar to the effect development of new banking products. The findings suggest that the pathway to raising performance of financial institutions in a competitive environment is diverse. There is a need for deployment of a modern banking technology, innovations around banking products and associated services.
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Siti Rohmawati, Kusjuniati, and R. Agrosamdhyo. "Marketing Mix Strategy for Mitraguna Berkah Financing Products at Bank Syariah Indonesia Renon Denpasar Branch Office." International Conference on Education, Social Sciences and Technology (ICESST) 2, no. 1 (October 1, 2023): 99–103. http://dx.doi.org/10.55606/icesst.v2i2.304.
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Bank Syariah Indonesia Renon Denpasar Branch Office as an institution engaged in the financial sector is certainly inseparable from marketing strategies as a support for its growth and development. The marketing strategy aims to support banks in achieving success and as a measure of banking performance. So that a marketing mix is also needed to achieve banking goals and objectives so that it can increase the number of customers in the bank. The focus of the research 1. How is the marketing mix strategy of mitraguna blessing financing products in increasing the number of customers at PT Bank Syariah Indonesia Renon Denpasar Branch Office? 2. What are the obstacles faced in implementing the marketing mix strategy for mitraguna blessing financing products to increase the number of customers at PT Bank Syariah Indonesia Renon Denpasar Branch Office? Research Objectives 1. To find out the application of the marketing mix strategy of financing mitraguna blessing in increasing the number of customers at PT Bank Syariah Indonesia Renon Denpasar Branch Office. 2. To find out the obstacles faced in implementing the marketing mix strategy of financing products mitraguna blessing to increase the number of customers at PT Bank Syariah
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Alquradaghi, Bahnaz Ali. "The 7 Ps` In the Websites of Qatari Banks." Journal of Management and Science 1, no. 2 (June 30, 2013): 191–208. http://dx.doi.org/10.26524/jms.2013.25.
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This research is an attempt to discover the extent of availability of the marketing mix elements in the webpages of some of the Qatari banks, in order to assess the degree of development in this area, and if they are able to take advantage of existing technologies in this field. I have discovered that the Qatari Banks, under consideration in this study, are very interested in the internet and have a desire to use this technology and have actually been using it since 2010.The elements of the marketing mix in services are 7, namely: product, price, place, people, promotion, physical evidence and process. Banks are service institutions. I chose to study 3 banks in Qatar: Qatar National Bank, Qatar Islamic Bank, Masraf AlRayan, and have made comparisons between them to find out how efficiently these elements of the marketing mix have been implemented. I found that the marketing mix is well established in Qatar National Bank, and to a lesser extent in Qatar Islamic Bank and Masraf AlRayan respectively. That is because Qatar National Bank has a wide diversity in product, a numerous branches and ATMs, a successfuladvertising strategy and attention to detail.
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Setyono, Langgeng. "PENGARUH ISLAMIC MARKETING TERHADAP KEPUASAN DAN LOYALITAS NASABAH PADA BANK MUAMALAT CABANG MALANG." Journal Publicuho 4, no. 2 (April 20, 2021): 239. http://dx.doi.org/10.35817/jpu.v4i2.17704.
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Indonesia is a country with a majority Muslim population. In the context of Indonesian’s, Muslims constitute a very large market share for marketing products, especially Islamic products. One of the products based on Islamic values is Islamic Bank. In Indonesia, Bank Muamalat is the first bank in existence. With such a large Muslim population, on the other hand, Islamic banks do not hold market share in the national banking industry. Islamic banks lag behind other conventional banks. Therefore, a strategy is needed to increase that market share. Islamic marketing is a strategy that can be used to increase customer satisfaction and loyalty at Bank Muamalat Indonesia.This research is an explanatory research with a quantitative approach. The sampling technique used in this study was purposive sampling. Respondents in this study were 120 people. The Machin and Campbell formula is used to determine the number of respondents. The objectives of this study are (1) to determine the effect of Islamic marketing on customer satisfaction; (2) to determine the effect of Islamic marketing on customer loyalty; (3) To determine the effect of customer satisfaction on customer loyalty.The results of this study are (1) Islamic marketing has a significant effect on customer satisfaction; (2) Islamic marketing has a significant effect on customer loyalty; and (3) Customer satisfaction has a significant effect on customer loyalty. So that Bank Muamalat in increasing customer satisfaction and loyalty needs to improve the existing indicators in Islamic Marketing
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Valiev, E. N., and E. N. Veysov. "Bank Marketing: Features, New Trends, and Prospects." Economics and Management, no. 7 (September 15, 2019): 83–88. http://dx.doi.org/10.35854/1998-1627-2019-7-83-88.
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The importance of the subject of this study is attributable to the need of developing the theory and practice of formation of bank marketing, its features and new trends associated with this concept. Prospects for the development of banks and their ability to quickly and efficiently address new challenges presented by the market can be determined through modern forms, methods of management and creative use of financial marketing opportunities.Aim. The presented study aims to examine the specific aspects, principles, conditions, factors of emergence, and prospects for the development of bank marketing and forms of its management in modern economic conditions.Tasks. The authors identify the major trends and perspective directions in the development of bank marketing in Azerbaijan at the current stage.Methods. As its methodological and theoretical basis, this study uses a systems approach to the analysis of its subject, conceptual approaches outlined in the works of Azerbaijani, Russian, and foreign scientists in the field of bank marketing. These methods are used to determine the essence of bank marketing, present the types and organization of marketing research, and identify the characteristic traits, new forms, and directions for the development of bank marketing.Results. The study uses general scientific methods of cognition in various aspects to identify characteristic traits, trends, and new directions of bank marketing. A review of scientific publications shows that academic papers tend to focus on general conceptual approaches to the practical application of marketing. The authors believe that the issues of organization of a comprehensive bank management system, its implementation based on innovations in the promotion of banking products and services in the financial market, and substantiation of channels for their distribution among consumers are insufficiently explored. This makes the subject of this study extremely relevant due to the inevitable optimization of the organizational structure of banks through comprehensive implementation of the marketing system.Conclusions. Theoretical and practical issues of bank marketing are examined. As a result, the specific features and characteristic traits of this mechanism, conditions and factors for its emergence, and its prospects in the context of the digital economy are analyzed.
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Imanurrovi, Fithrotul, and Risdiana Himmati. "Pengaruh Layanan Frontliner dan Relationship Marketing Terhadap Loyalitas Nasabah pada Bank Muamalat Indonesia Kantor Cabang Pembantu Madiun." EKSISBANK: Ekonomi Syariah dan Bisnis Perbankan 7, no. 2 (December 28, 2023): 210–23. http://dx.doi.org/10.37726/ee.v7i2.866.
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Persaingan antara bank syariah dan bank konvensional dalam mengumpulkan nasabah untuk menggunakan produknya semakin ketat. Bank syariah, khususnya Bank Muamalat Indonesia KCP Madiun juga terus berupaya meningkatkan layanannya untuk dapat mempertahankan nasabah. Bagi Bank Muamalat Indonesia KCP Madiun, keberadaan nasabah yang setia dan loyal sangat penting karena dapat menggambarkan besarnya profitabilitas dan citra perusahaan dimata publik. Dengan kualitas pelayanan yang baik, kepercayaan yang penuh dari nasabah, komitmen yang erat, komunikasi yang baik, dan penanganan masalah yang ramah dan tepat, tentunya akan membuat Bank Muamalat Indonesia KCP Madiun akan semakin disukai oleh nasabahnya. Penelitian ini bertujuan untuk (1) mengetahui pengaruh layanan frontliner terhadap loyalitas nasabah pada Bank Muamalat Indonesia KCP Madiun. (2) mengetahui pengaruh relationship marketing terhadap loyalitas nasabah pada Bank Muamalat Indonesia KCP Madiun. (3) mengetahui pengaruh layanan frontliner, dan relationship marketing secara bersama-sama terhadap loyalitas nasabah pada Bank Muamalat Indonesia KCP Madiun. Metode penelitian ini bersifat kuantitatif, dengan jenis penelitian asosiatif. Teknik pengumpulan data menggunakan kuesioner. Hasil penelitian ini dapat disimpulkan bahwa (1) layanan frontliner berpengaruh positif dan tidak signifikan terhadap loyalitas nasabah Bank Muamalat Indonesia KCP Madiun karena nilai layanan frontliner lebih kecil dari nilai t tabel yaitu 1,383 < 1,693 dan nilai signifikansi 0,176 > 0,05, (2) relationship marketing berpengaruh positif dan signifikan terhadap loyalitas nasabah Bank Muamalat Indonesia KCP Madiun dengan nilai relationship marketing lebih besar dari nilai t tabel yaitu 2,742 > 1,693, dan nilai signifikansi 0,009 < 0,05, (3) layanan frontliner dan relationship marketing secara bersama-sama berpengaruh positif dan signifikan terhadap loyalitas nasabah Bank Muamalat Indonesia KCP Madiun dengan Fhitung sebesar 10,394 > Ftabel 3,30 dan nilai signifikansi 0,000332 < 0,05.
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Bailey, Ainsworth Anthony, Faisal Albassami, and Soad Al-Meshal. "The roles of employee job satisfaction and organizational commitment in the internal marketing-employee bank identification relationship." International Journal of Bank Marketing 34, no. 6 (September 5, 2016): 821–40. http://dx.doi.org/10.1108/ijbm-06-2015-0097.
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Purpose The purpose of this paper is to assess the impact of a global measure of internal marketing on bank employee job satisfaction and employee commitment to the bank. In addition, the authors assessed the subsequent impact of job satisfaction and employee commitment on employee-bank identification. The dual mediating role of job satisfaction and employee commitment in the internal marketing-employee bank identification relationship was also explored. Design/methodology/approach Using self-administered questionnaires, the authors collected data from a convenience sample of Saudi Arabian bank employees attending training at the Institute of Banking, Saudi Arabia. Structural equation modeling was used to assess the predicted structural relationships. Findings Internal marketing has highly significant positive effects on job satisfaction and employee commitment to the bank. These in turn influence employee bank identification. Internal marketing also impacts employee bank identification indirectly through its impact on both job satisfaction and employee commitment. Practical implications Bank management needs to take a holistic approach to internal marketing and ensure that they create an environment where employers will be satisfied and committed to the point that they will feel proud to be associated with the organization. Originality/value The study uses a global measure and provides evidence of the dual mediating effects of job satisfaction and employee commitment to the bank in the internal marketing-employee bank identification relationship. This evidence is unearthed in the Saudi Arabian banking sector, characterized by conventional and Islamic banks.
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Mbama, Cajetan I., and Patrick O. Ezepue. "Digital banking, customer experience and bank financial performance." International Journal of Bank Marketing 36, no. 2 (April 3, 2018): 230–55. http://dx.doi.org/10.1108/ijbm-11-2016-0181.
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Purpose The purpose of this paper is to examine customers’ perceptions of digital banking (DB), customer experience, satisfaction, loyalty and financial performance (FP) in UK banks. Design/methodology/approach The research consists of a survey of UK bank customers’ perceptions of the above themes; use of banks’ financial reports to obtain FP ratios; multivariate factor analysis; structural equation modelling; and analysis of variance tests to explore research hypotheses on the relationships among the study factors. Findings The main factors which determine customer experience in DB are service quality, functional quality, perceived value (PV), employee-customer engagement, perceived usability and perceived risk. There is a significant relationship among customer experience, satisfaction and loyalty, which is related to FP. Research limitations/implications This study concentrates on UK bank customers which limits its generalisability to other banks globally. However, the fact that banks typically adopt common standards in bank financial management implies that the findings are potentially robust for global bank management. Replicating the study in banks in other countries will further enhance this robustness. Practical implications Some significant effects of customer characteristics on the study factors were observed, which have useful implications for DB, bank marketing services and bank FP. Originality/value Unlike previous studies, this study uses both Net Promoter Score and financial ratios as dependent variables, to provide a combined study of the relationships among 14 study factors, with implications for bank marketing and FP.
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Demko, Mariana. "Development of integrated marketing Internet communications in the activity of Ukrainian banks." Marketing and Digital Technologies 5, no. 1 (March 14, 2021): 101–12. http://dx.doi.org/10.15276/mdt.5.1.2021.6.
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In modern conditions the Internet is developing rapidly. Marketing communications on the Internet is one of the main elements of Internet marketing of banking institutions and an important element in establishing relationships with target audiences and managing them, informing customers, improving the image of the bank. It is determined that the Internet today covers the information, communication and logistics areas of marketing communications of banks. The paper identifies the areas of integrated marketing Internet-communications in the activities of banks and their main elements to present their characteristic. At the present stage of development of Internet-communications in activities banking, it is advisable for banking institutions to use advertising, digital and creative strategies. It was found that the current trends in the development of marketing communications on the Internet also indicate the growth of Internet-communications in social networks as an important mechanism for interesting the bank customers and forming interaction with them and the development by the bank of its website, its attractive design, updating information on it. The results of the study showed that the largest share of Internet users in Ukraine uses mobile phones or smartphones, the number of which is growing, which expands the capabilities of banks in the field of Internet-communications. It was established that the most active banks in the media space are banks with state share: JSC CB «PrivatBank», JSC «Oschadbank», JSC «Ukreximbank» and banks of foreign banking groups such as JSC «Raiffeisen Bank Aval», JSC «OTP BANK», JSC «ALFA-BANK». JSC «FUIB» is among the banks with private capital. At the same time, the largest media activity of banks in 2019 was observed in banks of foreign banking groups, and in 2019, 2021 by the number of messages in state-owned banks. The analysis of the collected marketing information showed that the largest number of messages from the leading banks of Ukraine by categories of media was observed in the Internet media, as the Internet is a convenient, cheap and effective communication channel in all areas activities. The expediency of using the Internet to promote banking products is also due to the fact that recently the effectiveness of traditional channels for disseminating information about banks and their products has decreased. Key words: integrated Internet-marketing communications, banks, Internet marketing, mediaactivity of banks, means of information dissemination
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Okonkwo, Chinwendu Deborah, and Geraldine Ugwuonah. "Improving Bank Customers’ Satisfaction through Relationship Marketing Practices." International Journal of Marketing Research Innovation 3, no. 1 (June 24, 2019): 30–36. http://dx.doi.org/10.46281/ijmri.v3i1.333.
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In recent times, since the cost of retaining an existing customer has been confirmed to exceed that of acquiring new ones, the emphasis has been on retaining existing customers. This study examines how bank customers’ satisfaction could be improved through some specific relationship marketing practices. This study focused on three banks within Enugu metropolis in Nigeria. The descriptive research design was adopted.384 self-administered, structured questionnaires were distributed, out of which 332 copies were returned. Data was presented using frequencies and cross tabulations. One-sample t-test and Analysis of Variance were used to test hypotheses. Findings revealed that there is a significant relationship between banks’ current relationship strategies and the level of bank customers’ satisfaction; and that bank customers are not highly satisfied with their banks’ relationship with them. Thus, customers’ satisfaction could further be improved if the banks applied some specific relationship marketing practices such as ensuring that customers’ needs are adequately met, and their complaints tackled promptly. The study recommended that these banks could go beyond the conventional practice of outward show of appreciation of customer patronage, but rather work towards resolving customers’ complaints, and meeting their needs promptly.
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Nadia Calista, Hana Haifa Rahma, and Alyssa Rasheedah Cahaya Bintang. "Strategi dan Taktik Marketing Communication Bank Danamon dalam Meningkatkan Brand Awareness." IKOMIK: Jurnal Ilmu Komunikasi dan Informasi 3, no. 2 (December 28, 2023): 11–16. http://dx.doi.org/10.33830/ikomik.v3i2.5819.
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Seiring berkembangnya waktu, pertumbuhan berbagai sektor industri di Indonesia semakin pesat. Salah satu sektor industri tersebut adalah perbankan. Marketing public relations merupakan sebuah divisi yang berfungsi sebagai pembuat dan pengatur strategi dalam menjalankan taktik - taktik nya guna membuat perusahaan dan produknya mendapatkan reputasi baik yang nantinya akan menstimulasi pendapatan laba perusahaan. Pada Bank Danamon, marketing public relations dinamakan marketing communication dengan tugas dan fungsi yang serupa. Tujuan dari penelitian ini adalah untuk mengetahui strategi dan taktik yang dijalankan oleh divisi marketing communication Bank Danamon dalam menjalankan tugas dan fungsinya. Metode penelitian ini adalah kualitatif Dalam hal ini peneliti meneliti aktivitas marketing public relations di perusahaan Bank Danamon. Teknik pengumpulan data dilakukan melalui wawancara secara langsung yang dilakukan secara terstruktur. Selain itu, peneliti juga menggunakan sumber data sekunder lainnya dengan meninjau website milik Bank Danamon. Hasil penelitian dapat diketahui bahwa Bank Danamon menggunakan strategi pull,push, dan pass. Selain penggunaan ketiga strategi tersebut, Danamon juga menggunakan strategi 360 degree. Dimana strategi ini dibuat untuk dapat melakukan kegiatan marketing communication secara holistik. Taktik yang digunakan adalah campaign, event, dan social media activation dan CSR.
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Safira, Silmi, Iqbal Fadli Muhammad, and Muhammad Doddy. "Analysis Of Using Islamic Bank Social Media And Website In The E-Marketing Concept Using Attention, Interest, Search, Action, Share (AISAS) Methods." JURNAL EKONOMI DAN PERBANKAN SYARIAH 7, no. 1 (April 18, 2019): 68–78. http://dx.doi.org/10.46899/jeps.v7i1.100.
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This study aims to analyze the extent to which Islamic banks, especially sharia commercial banks, have used websites and social media in the concept of e-marketing. The scope of this research is 13 Islamic commercial banks. The method used is the AISAS method (Attention, Interest, Seacrh, Action, Share). The result is that from the 13 Islamic banks, the top 5 banks in utilizing websites and social media for e-marketing are: Bank Syariah Mandiri, Bank BNI Syariah, Bank Muamalat, BRI Syariah Bank, and BJB Syariah Bank. implication of this study is that Islamic banking is better at maximizing the approach to the community by utilizing digital media to get the attention of customers or prospective customers. Because in modern times social media is something that is so important for people's lives.
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Zhuang, Keran. "Research on the E-commerce Platform Marketing Strategy Based on the Relevant Bank E-commerce Platforms in China." Highlights in Business, Economics and Management 21 (December 12, 2023): 400–405. http://dx.doi.org/10.54097/hbem.v21i.14496.
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With the development of the Internet, science, and technology, the Internet has penetrated all aspects of the national economy. The amazing sales of "Double Eleven" in 2012 tell the world that in the era of e-commerce, every day is a shopping carnival. E-commerce giants rely on e-commerce platforms to launch an impact on banks, banks in the opposite direction but also started e-commerce. Research methods Single case study method was used. Taking the e-commerce platforms Shanrong Commerce and Global E-Trade Service built by China Construction Bank and Industrial and Commercial Bank of China as examples, this paper analyzes the marketing strategies of their e-commerce platforms, online and offline user transformation, customer relationship platform construction, and other marketing links. And evaluate its marketing model, and analyze its advantages and disadvantages. Through the case analysis of Shanrong commerce and Global E-Trade Service, the paper gives suggestions on the network marketing mode of the bank e-commerce platform, which has certain reference significance for the current bank e-commerce network marketing.
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Rafik, Zainur, and I. Gusti Ayu Anisa Handayani. "Analisis Implementasi Strategi Pemasaran Islami Pada Produk Tabungan Emas Dalam Menarik Minat Nasabah Di Bank Syariah Indonesia Kcp. Buleleng." Iltizam : Jurnal Ekonomi dan Keuangan Islam 1, no. 1 (July 30, 2023): 56–70. http://dx.doi.org/10.35316/iltizam.v1i1.3378.
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The growing development of financial institutions, both banks and non-banks in Indonesia, will encourage financial institutions to always maximize their marketing activities. Indonesian Sharia Bank KCP. Buleleng has several superior products, one of which is gold savings. The focus of this research is 1) Implementation of Islamic marketing strategies for gold savings products in attracting customer interest at Bank Syariah Indonesia KCP. Buleleng, 2) supporting and inhibiting factors for implementing Islamic marketing strategies for gold savings products in attracting customer interest at Bank Syariah Indonesia KCP. Buleleng. The research method used is qualitative research which is a field. The data collected includes primary data and secondary data. Sources of data obtained through observation, interviews, and documentation. The analysis technique used is through data reduction, data models, and conclusions. The results of this study indicate that Bank Syariah Indonesia KCP. Buleleng has implemented elements of an Islamic marketing strategy, namely segmentation, targeting, positioning, marketing mix through promotion. And in marketing, it is based on the characteristics of Islamic marketing, namely, theistic (rabbaniyah), ethical (akhlakiyyah), realistic (al-waqiyyah), and humanistic (al-insanniyah). The supporting factor above is the presence of competent employees. The inhibiting factors are the lack of public knowledge about gold savings and the existence of other rival agencies.
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Mylonakis, John, Peter G. Malliaris, and George J. Siomkos. "Marketing-Driven Factors Influencing Savers In The Hellenic Bank Market." Journal of Applied Business Research (JABR) 14, no. 2 (September 1, 2011): 109. http://dx.doi.org/10.19030/jabr.v14i2.5719.
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<span>This paper studies the influencing factors on bank savings customers decisions regarding selection of a bank, in the Hellenic bank market. An empirical study was conducted on 811 bank customers in the greater Athens area. Results point to similar conclusions with prior studies conducted in the U.S. and Europe. Discussion of results also refer to different consumer perceptions of Greek public, private and foreign banks operating in Greece, as well as to the identification of reasons for switching a customers main bank.</span>
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Febrianti, Nia, and Farid Ardyansyah. "Dampak Karakteristik Pemasaran Syariah terhadap Kepuasan Nasabah Produk Deposito Mudharabah di Bank Mitra Syariah Gresik Kantor Kas Menganti." Al-Kharaj : Jurnal Ekonomi, Keuangan & Bisnis Syariah 6, no. 1 (July 25, 2023): 846–57. http://dx.doi.org/10.47467/alkharaj.v6i1.3788.
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The research conducted by this researcher is something that can be used to understand the importance of applying the characteristics of Islamic marketing and the importance of customer satisfaction for a bank. This study aims to determine how the impact of sharia marketing characteristics on customer satisfaction in deposit products made by Bank Mitra Syariah Gresik. This field research used a qualitative approach, using primary data and secondary data. Then retrieve data sourced from interviews with banks and customers and supporting data, namely through journals and the internet as a reference for relevant researchers. The data testing method used by researchers is data triangulation. The type of triangulation used in this research is source triangulation, namely by checking the data obtained through 3 (three) sources. The results of this study indicate that the characteristics of sharia marketing that have been carried out by Bank Mitra Syariah employees have had a good impact on customers. In marketing deposit products, Bank Mitra Syariah employees have implemented the characteristics of sharia marketing. The characteristics of sharia marketing are theistic (rabbaniyah), ethical (akhlaqiyyah), realistic (al-insaniyyah), and humanistic (al-waqi'iyah). Customers are satisfied with the characteristics of sharia marketing implemented by employees of Bank Mitra Syariah Gresik.
Keywords: Islamic Marketing Characteristics; Customer Satisfaction; Deposit Product
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Zhao, Cong, Abu Hanifa Md Noman, and Kaveh Asiaei. "Exploring the reasons for bank-switching behavior in retail banking." International Journal of Bank Marketing 40, no. 2 (November 2, 2021): 242–62. http://dx.doi.org/10.1108/ijbm-01-2021-0042.
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PurposeThe development and maintenance of a long-term relationship with customers are essential for banks to bolster their profits and thrive in a competitive environment. This study aims to explore the key factors that influence individuals' bank-switching behavior in the Malaysian retail banking industry to provide insights to bank managers to develop effective customer retention strategies.Design/methodology/approachA convenient sampling technique was used to distribute questionnaires to bank customers in Malaysia. A total of 312 utilizable questionnaires were obtained for further analysis. For the data analysis, the authors used explanatory factor analysis (EFA), confirmatory factor analysis (CFA) and logit and probit models to identify the determinants of bank-switching behavior of bank customers in Malaysia.FindingsThis study revealed that switching costs, effective advertising from competitors, inconvenience, price factor and service failures significantly influence customers' retail bank-switching behavior in the Malaysian context. The findings bring some significant policy implications for bank management decisions.Research limitations/implicationsThe non-probability, convenience online sampling method may not be generalized to the population. However, the descriptive demographic statistics show that the findings provide a reasonable representation of the Malaysian population.Originality/valueThis study empirically investigates the determinants of individual customers' retail bank-switching behavior in the Malaysian context. This study is the first of its kind to observe the unique feature of price factor as a determinant of individual customers' switching behavior in the Malaysian retail banking industry, contrasting previous similar studies in different countries.
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Redwanuzzaman, Md, and Wahiduzzaman Khan. "Impact of Marketing Mix on Customer Satisfaction: A Study on Commercial Banks." Asian Business Review 11, no. 3 (December 31, 2021): 109–16. http://dx.doi.org/10.18034/abr.v11i3.598.
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This study aims to provide commercial banks with the impact of the elements of the marketing mix on customer satisfaction. The motivation behind taking the study is to find which of the elements of the marketing mix have the most impact on bank customer satisfaction for the commercial banks at the Rajshahi division in Bangladesh. A survey of 350 commercial bank clients was conducted in the middle of 2020 using a simple random sampling technique. The reliability test, frequency distribution, Pearson's correlation analysis, one-sample t-test, and multiple regression techniques were used to assess the collected data. According to the findings, marketing mix factors impact customer satisfaction for service-oriented firms such as banks as they do for customers of tangible goods. Furthermore, the findings revealed that the attributes of 'People,' 'Price,' and 'Product,' which are elements of the marketing mix for bank settings, are highly correlated and have the most significant effects in predicting customer satisfaction of commercial banks in Rajshahi division of Bangladesh. The findings have important ramifications for bank executives, as they can be used to build future banking strategies based on them.
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Iqbal, Mehree, Nabila Nisha, and Mamunur Rashid. "Bank selection criteria and satisfaction of retail customers of Islamic banks in Bangladesh." International Journal of Bank Marketing 36, no. 5 (June 4, 2018): 931–46. http://dx.doi.org/10.1108/ijbm-01-2017-0007.
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Purpose The purpose of this paper is to argue that “being Islamic” is already embedded in the decision frame of the Muslim consumers when choosing their Islamic banks, and hence, the bank selection criteria of these Muslim consumers will be dominated by non-faith-based factors. Design/methodology/approach This study took the context of retail consumers of Islamic banks of Bangladesh—the fourth largest Muslim populated country in the world, having great potential of developing an Islamic ecosystem. The study employed survey method using structured questionnaire on 311 respondents from 35 branches of six Islamic banks in Dhaka—the capital city of Bangladesh. Exploratory factor analysis, followed by multivariate regression analysis, was conducted to identify the determinants of satisfaction among Muslim retail bank customers. Findings The study forwards three important findings. First, faith-based bank selection criterion (i.e. Islam) is not a stand-alone factor anymore; rather, the items of this factor are embedded into other non-faith-based factors. Second, among the non-faith-based factors, commitment of the bank, competence and compassion of the bank employees have topped the list of bank selection criteria. Third, competence, commitment and corporate image of the bank had relatively more influence on satisfaction when compared to compassion and convenience. Practical implications Since Shari’ah compliance is already embedded in Islamic banking system, Islamic bankers should now focus on strategic targeting of their customers based on non-faith-based operational determinants. Originality/value This study presents that non-faith-based selection criteria are more influential in Islamic bank selection decision.
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Nurlina, Nurlina. "Etika Pemasaran Bank Syariah." Eqien - Jurnal Ekonomi dan Bisnis 12, no. 03 (September 19, 2023): 362–73. http://dx.doi.org/10.34308/eqien.v12i03.1415.
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Abstract.
Ethics is part of humans and also an important part in the marketing of Islamic banking. This paper examines marketing ethics in Islamic banking with a literature study. The aim is to provide a global explanation of the marketing ethics of Islamic banks. This study uses a type of qualitative research method with a reference-based approach that focuses on text reviews and literature reviews. The results of this study indicate that Islamic banking has many marketing ethics. Such as promoting products with soft words, marketing that is done well, professionalism, integrity, transparency, placing customers as partners, and emulating the Prophet Muhammad in all life activities.
Keywords: Islamic Ethics, Marketing, Islamic Banks