University of Oulu

Osman, I., Abdur Rehman, M., Mohy Ul Din, S., Shams, G. and Aziz, K. (2022), "Let’s get acquainted: an empirical study on takaful customer-service provider relationships from Saudi Arabian perspectives", Journal of Islamic Marketing, Vol. 13 No. 11, pp. 2209-2231.

Let’s get acquainted : an empirical study on takāful customer-service provider relationships from Saudi Arabian perspectives

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Author: Osman, Ismah1; Rehman, Mohsin Abdur2; Mohy Ul Din, Sajid3;
Organizations: 1Faculty of Business Management, Universiti Teknologi MARA, Shah Alam, Malaysia
2Department of Marketing, Management and International Business, Oulu Business School, University of Oulu, Finland
3Department of Management Sciences, University of Lahore – Gujrat Campus, Gujrat, Pakistan
4Faculty of Business Administration, Islamic Azad University, Tehran, Islamic Republic of Iran
5Punjab University Gujranwala Campus, Lahore, Pakistan
Format: article
Version: accepted version
Access: open
Online Access: PDF Full Text (PDF, 0.5 MB)
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Language: English
Published: Emerald, 2022
Publish Date: 2023-01-18


Purpose: This study aims to examine a proposed model based on a combination of relationship marketing and service quality dimensions as a significant predictor of corporate image. More importantly, it attempts to identify whether corporate reputation mediates the relationship between and customer loyalty and corporate image in the takāful (Islamic insurance) context, from the viewpoint of Saudi Arabian customers.

Design/methodology/approach: An online survey was conducted through an adopted questionnaire from 362 family takāful policyholders from Saudi Arabia. Also, structural equation modelling was used to test the proposed model on the direct relationships of the related constructs, as well as the establishment of corporate reputation as a mediator concerning its relationship between corporate image and customer loyalty.

Findings: This study discovered that only two dimensions of service quality (i.e. reliability and assurance) and three aspects of relationship marketing (i.e. Islamic ethical behaviour, financial and structural bonds) have a significant impact on the corporate image of the takāful providers. This study further concluded that corporate reputation mediates the relationship between corporate image and customer loyalty.

Research limitations/implications: This study has presented and tested the perceived service quality using the PAKSERV model in the takāful (Islamic insurance) industry, particularly in the Saudi Arabian context. This research identified the dimensions of PAKSERV (i.e. reliability and assurance) that influence the corporate image and simultaneously, the aspects of relationship marketing (i.e. Islamic ethical behaviour, financial and structural bonds) are also connected to the corporate image. Corporate reputation acts as a mediator between the relationship of corporate image and customer loyalty. This study, nevertheless, only focused in the takāful industry alone, and these findings could also be tested for its validity to different services in other potential studies because of the diversity of the service industry.

Originality/value: The findings of this study highlight the specific components of PAKSERV measures in influencing the corporate image. Furthermore, relationship marketing addressing Islamic ethical behaviour, as well as the three facets of bonding — structural, financial and social bonds are also incorporated and connected to corporate image. Hence, this study will increase the understanding of the impact of service quality concerning the PAKSERV model and relationship marketing on corporate image, reputation and customer loyalty of the takāful operators in Saudi Arabia.

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Series: Journal of Islamic marketing
ISSN: 1759-0833
ISSN-E: 1759-0833
ISSN-L: 1759-0833
Volume: 13
Issue: 11
Pages: 2209 - 2231
DOI: 10.1108/JIMA-06-2020-0175
Type of Publication: A1 Journal article – refereed
Field of Science: 512 Business and management
Copyright information: © 2021, Emerald Publishing Limited. This AAM is provided for your own personal use only. It may not be used for resale, reprinting, systematic distribution, emailing, or for any other commercial purpose without the permission of the publisher.