Volume : 9, Issue : 12, DEC 2023

DIGITAL ISLAMIC FINANCE CHALLENGES AND CUSTOMER RELATIONSHIP MANAGEMENT (CRM) GLOBAL MARKETING STRATEGY

SAMSUDIN WAHAB, MOHAMAD ABDUL HAMID, AHMAD TARMIZI JUSOH

Abstract

Islamic financial products have long been introduced in Malaysia. But banking products first became popular compared to financial products. The introduction of the concept of digital Islamic finance has not yet been able to increase the use of Islamic financial products in Malaysia, especially when the world is shocked by the Covid 19 that affects the world economy. An understanding of the concept of global marketing that emphasizes customer relationship strategy (CRM) is the core of the proposed strategy to increase the marketing of financial products in Malaysia. Discussions related to the issue of Islamic financial marketing became headlines after Islamic banking products became more popular than Islamic financial products. This article concludes with the recommendation of customer relationship management practices as an important strategy to achieve the success of marketing this Islamic financial product.

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