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:http://ir.uitm.edu.my/id/eprint/18341/
http://ir.uitm.edu.my/id/eprint/18341/2/TM_JOHARI%20ABDULLAH%20BM%2013_5.pdf
id uitm-18341
recordtype eprints
spelling uitm-183412019-02-04T03:30:40Z http://ir.uitm.edu.my/id/eprint/18341/ Critical factors in Islamic marketing mix and their relationship with customer satisfaction / Johari Abdullah 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 Thesis NonPeerReviewed text en http://ir.uitm.edu.my/id/eprint/18341/2/TM_JOHARI%20ABDULLAH%20BM%2013_5.pdf Abdullah, Johari (2013) Critical factors in Islamic marketing mix and their relationship with customer satisfaction / Johari Abdullah. Masters thesis, Universiti Teknologi MARA.
repository_type Digital Repository
institution_category Local University
institution Universiti Teknologi MARA
building UiTM Institutional Repository
collection Online Access
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
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
publishDate 2013
url http://ir.uitm.edu.my/id/eprint/18341/
http://ir.uitm.edu.my/id/eprint/18341/2/TM_JOHARI%20ABDULLAH%20BM%2013_5.pdf
first_indexed 2023-09-18T23:00:18Z
last_indexed 2023-09-18T23:00:18Z
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