The relationship between Islamic marketing and competitive advantage: an empirical study on Jordanian banks

Abstract

Abstract This paper aimed to investigate the relationship between the marketing mix from an Islamic perspective and competitive advantage in Jordanian banks. The study also attempts to determine the role of demographic variables (gender, qualifications, experience, and career level) on the relationship between marketing mix and competitive advantage. The population of the study consisted of 13 banks in Jordan; three banks are categorized as Islamic banks that follow the rules of Islamic Shariah, and ten of them are categorized as commercial banks. The researcher distributed 80 questionnaires; 56 questionnaires were retrieved with a percentage of 70%. The researcher found that banks use the marketing mix to a high degree by providing services and products that express the customer's needs in accordance with the requirements of Islamic Sharia. The study also showed that a small group of banks avoid providing products and services to customers that are not Shariah-compliant. Moreover, most banks are catering to the needs of consumers, regardless of their awareness of the product from an Islamic point of view. The results also showed that a simple category of Jordanian banks set a reasonable and easy profit rate in line with the current and fair custom between the seller and the buyer under the so-called simple profit compatible with the perspective of Islamic Sharia. In addition to providing an attractive and clear pricing system for customers in line with Islamic Sharia regulations.