مجلة البشائر الاقتصادية
Volume 10, Numéro 2, Pages 535-553
2024-06-19

The Impact Of Responsible Marketing On Customer Orientation Towards Islamic Banks In Algeria



Authors : Teniou Kenza . Bezaze Halima .

Abstract

This study investigated the impact of responsible marketing on customers' orientations towards Islamic banks in Algeria. A sample of 162 participants was surveyed using an electronic questionnaire that included constructs of responsible marketing and the decision-making process. The results indicated that customers of Islamic banks in Algeria showed a stronger commitment to responsible marketing principles compared to those of traditional banks. Additionally, the study found a statistically significant effect of responsible individuals on customer orientation towards Islamic banks, which explained 32.1% of the variance. However, other variables related to responsible marketing mix elements did not show a statistically significant effect on customers' orientations towards Islamic banks in Algeria.

Keywords

Traditional marketing ; responsible marketing ; Islamic marketing ; responsible marketing mix ; decision making process

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