The effect of Islamic Marketing MIX on Customer Loyalty a Case Study in the Islamic Banking Sector in Alegria

Abstract

This study examines the effect of Islamic marketing MIX on customer loyalty in the Islamic banking sector in Algeria. A quantitative, cross-sectional survey was conducted with a sample of 52 customers from Islamic banks in Bordj Bou Arreridj province. Regression analysis revealed a significant positive relationship between the Islamic marketing MIX and customer loyalty. However, stepwise regression indicated that only price, place (distribution), and promotion significantly predicted customer loyalty, while product did not. These findings suggest that Algerian Islamic banks should prioritize transparent pricing, convenient distribution, and ethical promotion to enhance customer loyalty. The non-significance of product suggests the need for further research into customer perceptions of Sharia-compliant products.