The marketing of the Islamic banks' services in Jordan (Ph.D. Thesis)

This empirical study explores the extent to which marketing concepts have been incorporated by Islamic banks in Jordan. Managers and customers of Islamic banks were surveyed concerning their opinions about the understanding, acceptance and implementation of the marketing concept. Islamic banks in Jordan have a narrow understanding of the marketing concept and were found to be value-oriented more so than profit-oriented. Many facets of the marketing concept were accepted, such as customer orientation, profit orientation and social orientation, but the status of marketing activities was lowered. This study finds that while some customers were gained from the nonbanking segment of the market, the banks gained about two-thirds of their customers from conventional banks.