Bibliothèque de L'IMIST/CNRST

M’hamdi, Mohamed (Président)||El Hiri, Abderrazak (Suffragant)||Abdellaoui, Mohamed (Suffragant)||Aftiss, Ahmed (Suffragant)

PH.D - 2018-2019 Université Sidi Mohammed Ben Abdellah

This research aims to set up on the ground the importance of marketing practice in Islamic banks to understand and evaluate the climate that characterizes the relationship with their customers, to better know their customers, meet their needs, and to loyalize them while increasing their profitability. To evaluate the relevance of our question as well as the research hypotheses on the customers’ perception towards the products and services offered by these banks. We have empirically developed and tested measurement tools to estimate the impact of marketing-mix and relationship-marketing variables on customer loyalty; this empirical study is based on a two step approach. The first one is a qualitative study carried out from semi-directive interviews with several bank officials, representing the surveyed banks. The second step is a quantitative analysis carried out on a sample of 220 customers. The analyzes of the exploratory and confirmatory studies attest the reliability and the validity of the measurement scales. The results of the research and the data analysis by means of structural equation modeling (SEM) confirm the hypotheses about the positive influence of satisfaction and trust on loyalty, in contrast to the perceived quality of service and the elements of marketing- mix that do not effect on loyalty.