Does Islamic Marketing Mix Affect Consumer Satisfaction? An Analysis of Consumer Perception in the Service Industry

Abstract

Customer and customer satisfaction is considered to be the core for success. Targeting the growing Islamic customer population has given the opportunity to tap demand based on Islamic values. Apart from the standard marketing mix, the Islamic marketing mix (IMM) varies in its purpose, application, and acceptance among the customers. The objective of the paper is to identify the effect of 10 IMM elements on customer satisfaction. This paper includes establishments of the relationship between IMM components with customer satisfaction variables. The findings of the study will reveal that IMM elements have a significant relationship with customer satisfaction with reference to consumer products in Islamic countries. The result will be applicable for designing strategies in industries related to manufacturing, packaging, supply chain management, tourism and hospitality, advertising, etc. to focus on improving customer satisfaction. This study offers a comprehensive view of the fast-growing concept of Islamic marketing and its relation to customer satisfaction.