Electronic Marketing for Financial Services: a Case Study on Islamic Banks in the United Arab Emirates

E-marketing widely facilitated the banking sector as it enabled financial institutions to enhance their servicesand access global arenas. To further validate this, the current study intends to identify the extent to whichIslamic banks in the UAE employ e-marketing and its role in enhancing the relationship with customers andits influence on the quality of banking services. The researchers also seek to provide pertinent information tohelp bank departments to adapt and integrate e-marketing in Islamic services. For data gathering purposes, n=12 questionnaires were distributed among the services sector employees in Dubai Islamic Bank and SharjahIslamic Bank. Results revealed that there is a significant relationship between the adaptation of e-marketingand the improved quality of banking services. Additionally, the results also indicated statistically significantdifferences in the responses regarding the banking services due to the varying demographic factors of thepotential clients. Thus, the researchers recommend that the awareness and adoption of e-marketing throughemployee training can be of greater pre-eminence. Especially in Islamic banking, relying on contemporarymarketing technology can play a sturdy role to improve their services and sustain better relations with thecustomers