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The Effect of Promotion Strategy in the Jordanian Islamic Banks on a Number of Customers

Author

Listed:
  • Bader Mustafa Al-Sharif
  • Amjad Qwader
  • Zaher Abdel Fattah Al-Slehat

Abstract

This study aimed at recognizing the effect of promotion strategy in the Jordanian Islamic banks on a number of customers. To accomplish the objective of this study, the researcher designed a questionnaire composed of three parts. The first part designed to collect data about the sample, while the second part was designed to collect information about the attitude to deal with Islamic banks. The questionnaire was distributed for a sample of 100 dealers with Islamic banks. The researcher recovered 95% of the distributed questionnaires. The collected questionnaires were entered to statistical software (SPSS) and analyzed. The results showed that the advertisement is the most important field in promotion that should be concerned by banks to increase its customers. The study concluded that the marketing strategy in Islamic banks is practiced randomly and not concentrated on that Muslims prefer the deal with Islamic banks.

Suggested Citation

  • Bader Mustafa Al-Sharif & Amjad Qwader & Zaher Abdel Fattah Al-Slehat, 2017. "The Effect of Promotion Strategy in the Jordanian Islamic Banks on a Number of Customers," International Journal of Economics and Finance, Canadian Center of Science and Education, vol. 9(2), pages 81-88, February.
    • Handle: RePEc:ibn:ijefaa:v:9:y:2017:i:2:p:81-88
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    References listed on IDEAS

    as
    1. Berthon, Pierre & Pitt, Leyland F. & Watson, Richard T., 1996. "The World Wide Web As An Advertising Medium:," Journal of Advertising Research, Cambridge University Press, vol. 36(1), pages 43-54, January.
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    Cited by:

    1. Saad Azmat & Haiqa Ali & Kym Brown & Michael Skully, 2021. "Persuasion in Islamic finance," Australian Journal of Management, Australian School of Business, vol. 46(2), pages 272-286, May.

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    More about this item

    Keywords

    promotion strategy; Islamic banks;

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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