Abstract
This PhD thesis explores digital marketing and brand loyalty in the UK banking sector, focusing on Islamic and conventional banks. The research addresses the growing role of digital marketing in financial services and the gap in understanding its application for Islamic banks, particularly in non-Muslim majority countries like the UK. The study aims to examine how both types of banks use digital strategies to influence customer attitudes and build brand loyalty, with particular attention to the challenges Islamic banks face in promoting their Shariah-compliant offerings.
The research objectives are: (i) to review existing literature on digital marketing and brand loyalty; (ii) to assess challenges and opportunities for Islamic and conventional banks; (iii) to analyse customer attitudes toward digital marketing initiatives and their impact on brand loyalty; and (iv) to investigate how digital marketing influences brand loyalty in both sectors. The study employed a qualitative design with an interpretivist philosophy and inductive approach, collecting data through online qualitative questionnaires from customers and semi-structured interviews with digital marketing and branding experts from both types of banks. Data were analysed using thematic analysis in NVivo and content analysis in SPSS.
The findings revealed a shared preference for intuitive and secure mobile banking across both sectors, but Islamic bank customers emphasised ethical considerations and Shariah compliance. The study identified opportunities for Islamic banks to expand their digital presence, though competition and customer awareness remain challenges. Clear, consistent, and personalized communication emerged as key to fostering customer loyalty. Ultimately, the research highlights the potential of digital marketing to enhance brand loyalty for both Islamic and conventional banks, with specific recommendations for Islamic banks to build trust and awareness of their unique offerings.