Revisiting the corporate image through service quality and relationship marketing: an empirical evidence from Malaysian and Saudi Arabian Takaful customers

Purpose This study aims to test a proposed model based on combination of the relationship marketing and service quality dimensions as predictors corporate image customer loyalty via reputation in Takaful context. More importantly, this compares operators’ services with perceived from Malaysian Saudi Arabian customers’ viewpoint. Design/methodology/approach A survey-based was conducted through questionnaire, data collected customers (362 350 customers) an online survey. Structural equation modelling is used model. Besides, perception between Arabia Malaysia compared multi-group analysis. Findings The results context reveal that positive perceptions PAKSERV (personalization, reliability tangibility) (Islamic ethical behaviour structural bonds) have significant influence image. Alternatively, context, shown (assurance reliability) behaviour, bonds financial differences both countries’ can also enhance reputation, merely Malaysia. By contrast, deemed predictor loyalty, represented valid for contexts. Research limitations/implications research tested be replicated other contexts – terms country industry. Moreover, current reveals crucial role forming reputation. Future could focussed importance emotional or affective variables may involved determining Finally, future studies carried another cultural perspective more diversified socio-economic implications. Practical implications It suggested operators need put maximum effort towards by bringing compliance principles Islamic business transaction. findings specific will contribute Originality/value present blended facet customer’s overall experience (PAKSERV) provider connectivity (relationship marketing) predict highly growing marketplace (Takaful). Contextually, contributes delineating factors (corporate reputation) affecting rather than satisfaction tradition. Significantly, were chosen study, they are currently two fast-growing markets services, especially regards products offerings.