THE EFFECTS OF MARKETING MIX ON CONSUMER SATISFACTION: A LITERATURE REVIEW FROM ISLAMIC PERSPECTIVES

Selim AHMED; Md. Habibur RAHMAN

Article Details

THE EFFECTS OF MARKETING MIX ON CONSUMER SATISFACTION: A LITERATURE REVIEW FROM ISLAMIC PERSPECTIVES

Authors:

Selim AHMED | Md. Habibur RAHMAN

Publisher:

Research Center for Islamic Economics (ikam)

Journal:

Turkish Journal of Islamic Economics 2015 Vol.2 Issue 1, pp.17-30

Document Type:

Article

Publication Date:

2/2015

Document Language:

English

Document ID (Org No.):

2000840349

Frequency:

Bi-Annual

eISSN:

2148-3809

Abstract:

 


Customer satisfaction is one of the essential factors for the success of a company. To achieve the high customer satisfaction, companies must know when and how their customers are satisfied about the products and services. Nowadays, different companies follow different types of marketing strategies based on the target market demand. The majority of companies follow a conventional marketing strategy, but some companies choose to follow a religious or spiritual marketing strategy such as the Islamic marketing strategy. Conventional marketing strategies satisfy the customers based on the current needs of the customer, whereas, Islamic marketing strategies satisfy the customers based on the human values, marketing cultures, and Islamic rules and regulations (shariah laws). Apart from conventional marketing strategies, the Islamic marketing strategies more focus on religious rules and ethics which do not exist in conventional marketing. Thus, this study discusses how marketing mix (product, price, place and promotion) influences customer satisfaction from Islamic perspectives and why it is necessary for the consumers. 

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Article Details

THE EFFECTS OF MARKETING MIX ON CONSUMER SATISFACTION: A LITERATURE REVIEW FROM ISLAMIC PERSPECTIVES

Authors: Selim AHMED | Md. Habibur RAHMAN

Publisher: Research Center for Islamic Economics (ikam)

Journal: Turkish Journal of Islamic Economics 2015 Vol.2 Issue 1, pp.17-30

Document Type: Article

Publication Date: 2/2015

Document Language: English

Document ID (Org No.): 2000840349

Frequency: Bi-Annual

eISSN: 2148-3809

Issues

Authors:

Selim AHMED | Md. Habibur RAHMAN

Publisher:

Research Center for Islamic Economics (ikam)

Journal:

Turkish Journal of Islamic Economics 2015 Vol.2 Issue 1, pp.17-30

Document Type:

Article

Publication Date:

2/2015

Document Language:

English

Document ID (Org No.):

2000840349

Frequency:

Bi-Annual

eISSN:

2148-3809