Does Islamic Marketing Mix Affect Consumer Satisfaction?

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 customer. The objective of the paper is to identify the effect of ten IMM elements on customer satisfaction. This paper includes establishments of the relationship between IMM components with customer satisfaction variables. The finding 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.