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E-Marketing Strategies for Islamic Banking: A Case Based Study

机译：伊斯兰银行的电子营销策略：基于案例的研究

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摘要

This article describes how e-marketing is increasingly gaining interest within Islamic businesses. It is important to consider the extent to which it fits comfortably within principle notions of Islam and Sharia law. An Islamic business should ensure that its e-marketing strategy must be devoid of any contentious or exaggerated claims and there must be no excessive risk. As marketing practices include accentuating the benefits and features of products and services, and downplaying the negative attributes which potentially could lead to a consumer making an informed decision based on this unbalanced presentation. Arguably, this presents a form of risk that may be at odds with the fundamental tenets of Islam. This article presents a case-study of a large bank in Kuwait to identify how e-Marketing can be implemented more effectively to attract new customers and retain the existing ones by critically evaluating the viability of e-marketing strategies for promoting Islamic banking. A set of recommendations are also provided to support all Islamic Banks in the development of an e-marketing strategy.
机译：本文介绍了电子营销如何在伊斯兰企业中越来越引起人们的兴趣。重要的是要考虑到它在多大程度上适合伊斯兰和伊斯兰教法的原则概念。伊斯兰企业应确保其电子营销策略中不得存在任何有争议或夸大的主张，并且不得存在过度风险。由于营销实践包括强调产品和服务的优势和功能，以及淡化负面属性，这些负面属性有可能导致消费者基于这种不平衡的呈现方式做出明智的决定。可以说，这带来了一种风险形式，可能与伊斯兰教的基本原则背道而驰。本文介绍了科威特一家大型银行的案例研究，以通过批判性地评估促进伊斯兰银行业务的电子营销策略的可行性，来确定如何更有效地实施电子营销以吸引新客户并保留现有客户。还提供了一系列建议，以支持所有伊斯兰银行制定电子营销策略。

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