Critical factors in Islamic marketing mix and their relationship with customer satisfaction / Johari Abdullah

Recent emergence of the Muslim consumer market has created vast opportunity for new and innovative marketing approaches within an Islamic framework. Thus, Islamic marketing (IM) has attracted considerable attention among scholars and practitioners of business. Nevertheless, this area still remains u...

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Main Author:	Abdullah, Johari
Format:	Thesis
Language:	English
Published:	2013
Online Access:	https://ir.uitm.edu.my/id/eprint/18341/2/TM_JOHARI%20ABDULLAH%20BM%2013_5.pdf
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id	my-uitm-ir.18341
record_format	uketd_dc
spelling	my-uitm-ir.183412022-04-11T05:50:20Z Critical factors in Islamic marketing mix and their relationship with customer satisfaction / Johari Abdullah 2013-09 Abdullah, Johari Recent emergence of the Muslim consumer market has created vast opportunity for new and innovative marketing approaches within an Islamic framework. Thus, Islamic marketing (IM) has attracted considerable attention among scholars and practitioners of business. Nevertheless, this area still remains under-researched with limited empirical data, particularly on marketing mix decisions or the four Ps (product, price, promotion and place) in line with Islamic principles. Therefore, this study attempts to identify critical factors in conducting Islamic marketing mix activities and their relative importance. Using a combination of qualitative and quantitative research methods, this study proposes a set of 23-item instruments that measures the Islamic marketing mix which has been empirically tested for its unidimensionality, reliability and validity through factorial analyses. Findings suggest that Muslim customers consider five critical factors that must be emphasized by businesses in conducting their marketing mix. In their order of importance using multiple regression analysis, the factors are ‘Conformity’, ‘Characteristic’, ‘Confidence’, ‘Conscience’ and ‘Customer Centric’. Hence, it is proposed that businesses adopt the 5Cs framework in engaging with Muslim customers through their marketing mix activities by consistently conforming to Syariah rules and regulations, exhibiting distinctive characteristics, being committed in instilling confidence, embedding morality and conscience and lastly embracing a customer oriented approach. 2013-09 Thesis https://ir.uitm.edu.my/id/eprint/18341/ https://ir.uitm.edu.my/id/eprint/18341/2/TM_JOHARI%20ABDULLAH%20BM%2013_5.pdf text en public mphil masters Universiti Teknologi MARA Faculty of Business and Management
institution	Universiti Teknologi MARA
collection	UiTM Institutional Repository
language	English
description	Recent emergence of the Muslim consumer market has created vast opportunity for new and innovative marketing approaches within an Islamic framework. Thus, Islamic marketing (IM) has attracted considerable attention among scholars and practitioners of business. Nevertheless, this area still remains under-researched with limited empirical data, particularly on marketing mix decisions or the four Ps (product, price, promotion and place) in line with Islamic principles. Therefore, this study attempts to identify critical factors in conducting Islamic marketing mix activities and their relative importance. Using a combination of qualitative and quantitative research methods, this study proposes a set of 23-item instruments that measures the Islamic marketing mix which has been empirically tested for its unidimensionality, reliability and validity through factorial analyses. Findings suggest that Muslim customers consider five critical factors that must be emphasized by businesses in conducting their marketing mix. In their order of importance using multiple regression analysis, the factors are ‘Conformity’, ‘Characteristic’, ‘Confidence’, ‘Conscience’ and ‘Customer Centric’. Hence, it is proposed that businesses adopt the 5Cs framework in engaging with Muslim customers through their marketing mix activities by consistently conforming to Syariah rules and regulations, exhibiting distinctive characteristics, being committed in instilling confidence, embedding morality and conscience and lastly embracing a customer oriented approach.
format	Thesis
qualification_name	Master of Philosophy (M.Phil.)
qualification_level	Master's degree
author	Abdullah, Johari
spellingShingle	Abdullah, Johari Critical factors in Islamic marketing mix and their relationship with customer satisfaction / Johari Abdullah
author_facet	Abdullah, Johari
author_sort	Abdullah, Johari
title	Critical factors in Islamic marketing mix and their relationship with customer satisfaction / Johari Abdullah
title_short	Critical factors in Islamic marketing mix and their relationship with customer satisfaction / Johari Abdullah
title_full	Critical factors in Islamic marketing mix and their relationship with customer satisfaction / Johari Abdullah
title_fullStr	Critical factors in Islamic marketing mix and their relationship with customer satisfaction / Johari Abdullah
title_full_unstemmed	Critical factors in Islamic marketing mix and their relationship with customer satisfaction / Johari Abdullah
title_sort	critical factors in islamic marketing mix and their relationship with customer satisfaction / johari abdullah
granting_institution	Universiti Teknologi MARA
granting_department	Faculty of Business and Management
publishDate	2013
url	https://ir.uitm.edu.my/id/eprint/18341/2/TM_JOHARI%20ABDULLAH%20BM%2013_5.pdf
_version_	1783733665696579584

Critical factors in Islamic marketing mix and their relationship with customer satisfaction / Johari Abdullah

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