Shahidul Islam, Nazlida Muhamad and Vai Shiem Leong
Transformative service research (TSR) has received considerable attention from researchers and marketers in recent years and becomes a research priority in health care. In…
Abstract
Purpose
Transformative service research (TSR) has received considerable attention from researchers and marketers in recent years and becomes a research priority in health care. In response, this paper adapts the TSR entities and wellbeing framework to systematically review healthcare quality research on Muslim consumers. The purpose of this paper is to identify research gaps and provide directions for future research, aligning healthcare studies with the TSR framework.
Design/methodology/approach
The authors of this paper reviewed empirical papers in healthcare quality research on Muslim patients between the years 2000 and 2020. The recorded journal articles were synthesized using insights from the TSR framework. Several literature gaps were identified and future research directions were provided using the TCCM framework, in which T stands for theory, C for context, C for characteristics and M for methodology.
Findings
This paper finds studies that encompass several domains of the TSR framework including cultural and religious dimensions, service interaction and customer engagement dimensions and customer service wellbeing. Findings also reveal subject matters related to the TSR framework, which receive less attention in the healthcare literature. A number of potential avenues for theoretical extension in health care are also discussed.
Social implications
The implications of this paper are highly relevant to Muslim healthcare consumers, the healthcare system and society in general. The findings suggest inspiring changes in the healthcare ecosystem that yields a greater quality of life (health and wellbeing) for individuals and their respective communities.
Originality/value
This paper advances the current state of healthcare research by identifying and organizing components of TSR entities and wellbeing framework, using Muslim patients as the context. It enhances some pioneering approaches within the domain of TSR and quality dynamics and provides a holistic perspective as guidance and systematic thinking to further advancement in the field of services marketing and Islamic marketing.
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Muhammad Talha Salam, Nazlida Muhamad and Vai Shiem Leong
Research on Muslim consumers has increasingly highlighted the significance of measuring religiosity. However, there is an apparent lack of uniformity in measuring religiosity…
Abstract
Purpose
Research on Muslim consumers has increasingly highlighted the significance of measuring religiosity. However, there is an apparent lack of uniformity in measuring religiosity across literature on Muslim consumer research. This paper aims to critically review the approaches used to measure religiosity in existing research on Muslim consumers.
Design/methodology/approach
This paper reviewed 39 studies selected from the Journal of Islamic Marketing from 2010 to 2017. Based on critical reviews of these studies on Muslim consumers, a number of observations and recommendations were made on approaches to measure religiosity.
Findings
Evident influence of religiosity on Muslim consumers was observed across the spectrum of the reviewed studies. The main issues in selecting the measures of religiosity include limited discussion on rationalizing the choice of a particular measure of religiosity and little consideration of the Islamic context.
Research limitations/implications
Based on the review, it is recommended that the process of searching, selecting and adopting a particular religiosity construct should be rationalized based on Islamic context. Adoption of Western scales should be done carefully with expert reviews. Also, researchers may consider using Islamic religiosity constructs and alternative measures such as qualitative measures of religiosity and spirituality-based constructs.
Originality/value
As Muslim consumer research is gaining momentum, this paper presents a critical review of the important aspect of measuring religiosity among Muslim consumers. The critical review and recommendations in this paper offer a much-needed theoretical clarity on selecting and using religiosity measures.
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Mohammad Mominul Islam, Mohamed Syazwan Ab Talib and Nazlida Muhamad
Halal certification is predominantly linked with the product and its production process. However, certifying price, place and promotion (3Ps) has not received enough attention…
Abstract
Purpose
Halal certification is predominantly linked with the product and its production process. However, certifying price, place and promotion (3Ps) has not received enough attention theoretically and empirically. Against this backdrop, this study aims to unravel the halal certification of the marketing mix in Bangladesh’s cosmetics industry.
Design/methodology/approach
Fourteen mid and top executives from 12 national, international and multinational cosmetic companies were interviewed from November 2023 to January 2024. The data were analyzed using ATLAS.ti 2024 to showcase content, concept, sentiment, correlation, network and thematic analysis, exploring respondents’ perceptions aligned with Islamic principles.
Findings
The respondents held highly negative perceptions about certifying halal pricing, followed by promotion and supply chain or place. The mixed perceptions illustrate that certifying the halal product is easier than certifying the halal price, promotion and place (3Ps). Conditional and positive perceptions can foster halal certification of the entire marketing mix, while negative perceptions seem to be a threat to the halal cosmetics industry.
Practical implications
The findings have implications for academic, managerial and policymaking issues, benefiting halal cosmetics consumers. Based on this empirical study, halal stakeholders can determine the likelihood of certifying the entire marketing mix.
Originality/value
This study proposes certifying the halal status of the marketing mix against the backdrop of the scarcity of theoretical and practical premises.
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Vai Shiem Leong, Diyana Maslina Hj Ahady and Nazlida Muhamad
This study aims to examine the extent of corporate image of mobile telecommunication company on service quality and price fairness, which subsequently play important roles in…
Abstract
Purpose
This study aims to examine the extent of corporate image of mobile telecommunication company on service quality and price fairness, which subsequently play important roles in influencing customer satisfaction and loyalty.
Design/methodology/approach
A questionnaire was administered to subscribers of mobile service providers in Brunei. The proposed research model was tested using structural equation modeling to estimate the relationships between corporate image, service quality, price fairness, customer satisfaction and loyalty.
Findings
The results indicated that favorable corporate image positively affects network quality, customer support and price fairness, which, in turn, lead to formation of customer satisfaction and customer loyalty.
Originality/value
This study demonstrates the magnitude of corporate image as an enabler of market dominance, recognizing that superior corporate image can become a first mover advantage and competitive advantage, which explains the high customer retention of a mobile telecommunication company. The effects of corporate image as a first mover advantage have not been highlighted in the literature of first mover advantage of mobile telecommunication; therefore, this study provides a new insight in this study area.
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Nazlida Muhamad, Vai Shiem Leong and Normalisa Md Isa
This paper aims to model consumers’ decision to use halal logo on packaged food products. The model primarily tests the importance of country of origin (COO) of a halal logo as an…
Abstract
Purpose
This paper aims to model consumers’ decision to use halal logo on packaged food products. The model primarily tests the importance of country of origin (COO) of a halal logo as an indicator for assessing credibility of a halal logo, and its relevance in consumers’ decision to use the logo in packaged food purchase.
Design/methodology/approach
A data set from a survey of 559 respondents from two countries was used to test eight hypotheses that were developed based on a modified theory of planned behaviour framework, using partial least squares procedures.
Findings
Halal certification logo was found to have COO effect on consumers’ evaluation during purchase decision of food items. Consumer uses information on the COO of a halal logo to assess the logo’s credibility in delivering the halal food standard. The construct, along with the constructs of religiosity and its interaction terms, subjective norms and attitude, explains consumers’ intention to consider the halal logo during packaged food purchase.
Research limitations/implications
Generalization of the findings is limited to the packaged food industry and to the consumer groups surveyed in the two countries.
Practical implications
There is a need for marketers to recognize Muslim consumers’ sensitivity towards the origin of a halal logo in choosing the right logo for their products. Logo certifiers may want to consider adopting marketing strategies to market their certification as a credible marker of a halal food standard.
Originality/value
The effect of COO of halal logo and its influence on consumers’ decision to use the logo in purchase decision are new to the literature.
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Nazlida Muhamad, Munirah Khamarudin and Waida Irani Mohd Fauzi
Religion as a cultural element has the potential to drive a strong boycott campaign. Previous studies acknowledge the role of religion in consumer boycotts yet did not investigate…
Abstract
Purpose
Religion as a cultural element has the potential to drive a strong boycott campaign. Previous studies acknowledge the role of religion in consumer boycotts yet did not investigate its role in influencing the very core of consumers’ motivation to participate in religion-based boycott. The purpose of this paper is to explore the fundamental nature of religious influence in an international religion-based consumer boycott. The research model tests the role of intrinsic religious motivation as the root of Muslim consumers’ motivational factors to participate and their intention to boycott US food brand.
Design/methodology/approach
The study adopted the Hoffman’s’ (2013) consumer boycott model to test the hypotheses. Survey method is used to collect primary data from Muslim millennials in a northern state of Malaysia. The study tested its five hypotheses on a data set of 325 cases using structural equation modelling (partial least squares regression).
Findings
The findings support the primary role of religion influences underlying boycott motivation factors. The intrinsic religious motivation is related to all the four boycott’s motivation factors (i.e. attitudes towards boycotting the brand, subjective norms, make a difference, self-enhancement), and indirectly contributing to intentions to boycott US food brand through the constructs of self-enhancement, subjective norms and attitudes towards the boycott.
Research limitations/implications
The study is a cross-sectional in nature, confined to one US food brand. The findings may be limited to Muslim millennials in the same region or similar cultural background of the country surveyed.
Practical implications
Businesses may want to consider working with social agencies involved in a religion-driven consumer boycott in mitigating negative influences of such boycott on brands.
Originality/value
The study shows the root of consumers’ motivation to participate in an international religion-based consumer boycott, i.e. intrinsic religious motivation, by illustrating the mechanisms of religious influences (i.e. intrinsic religious motivation) on consumers’ intention to participate in Islam-driven boycott.
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Shahidul Islam and Nazlida Muhamad
The Hospital Consumer Assessment of Healthcare Providers and Systems (HCAHPS) has been recognized as a “gold standard” set of “practical standardized measures” for assessing…
Abstract
Purpose
The Hospital Consumer Assessment of Healthcare Providers and Systems (HCAHPS) has been recognized as a “gold standard” set of “practical standardized measures” for assessing hospital service quality. Beginning with the HCAHPS, the purpose of this paper is to extend efforts to assess patient-centered communication (PCC) and the quality of healthcare and presents a scale for measuring patient perceptions and expectations of service quality in an emerging economy context.
Design/methodology/approach
A self-administered survey of patients in private hospitals (N = 171) was conducted to test the proposed framework. Exploratory and confirmatory factor analyses were used to establish the measurement model. Multiple regression analysis was used to explain the scale's predictive ability. ANOVA was used to analyze service quality gaps and rank patients' priorities.
Findings
Five components of PCC are identified. Among these, nurse affective communication has a significant positive effect on patient satisfaction. The gap analysis shows that patients have high expectations for doctors' affective communication, while they perceive a low level of service performance in the realm of nurse affective communication. The study highlights a new means of measuring “reliability” in healthcare. Important findings on patients' priorities are evaluated and discussed.
Practical implications
Healthcare organizations and practitioners can improve patient-centered care by stressing the dimensions of PCC, including clinicians' affective and instrumental communication.
Originality/value
The study expands the understanding of HCAHPS instruments in an emerging economy context and opens avenues for more widespread use of the measures. The research contributes to the literature on patient-centered care and healthcare service quality by proposing a scale for managing specific practices and interactions in healthcare.
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Mohammad Mominul Islam, Mohamed Syazwan Ab Talib and Nazlida Muhamad
This study aims to underline Islamic principles to the business theories for producers and policymakers and to explain halal marketing by value creation approach for halal…
Abstract
Purpose
This study aims to underline Islamic principles to the business theories for producers and policymakers and to explain halal marketing by value creation approach for halal stakeholders concerned with halal certification and its implementation.
Design/methodology/approach
This study applied inductive reasoning with the systematic literature review (SLR) of peer-reviewed published research papers, followed by the preferred reporting items for systematic reviews and meta-analyses framework. Furthermore, the content analysis with ATLAS.ti 2022 helped to undergo concept and thematic analysis that show the theoretical lenses for the upstream halal businesses.
Findings
Among 360 papers, the SLR from 2012 to 2022 found 32 papers dealing with the halal theory–based studies on certification, standards, producers and policymakers and halal supply chains. Only seven studies consulted the resource-based view (RBV), a strategy theory and the institutional theory (IT) connected to halal. This study further underpinned qualitative Quranic verses to add to the current body of RBV and IT, resulting in halal sustainable competitive advantage and halal certification institutionalization.
Practical implications
Islamic principles can guide halal stakeholders to create and manage valuable resources through halal certification. Also, academics can synthesize conventional theories as value-creation mechanisms compliant with Islamic codes.
Originality/value
To the best of the authors’ knowledge, this novel study was the first to contribute to the current body of RBV and IT with Islamic principles. It has primarily concentrated on the upstream halal businesses to create and manage halal value, certification and competitive advantages for halal marketing.
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Zulfiqar Ali Jumani and Nazlida Muhamad
The religious-based brands are increasing daily, and different organizations target religious consumers. However, a scarcity of research in developing nations makes it difficult…
Abstract
Purpose
The religious-based brands are increasing daily, and different organizations target religious consumers. However, a scarcity of research in developing nations makes it difficult to determine how customers evaluate religious brands. This study aims to develop a model based on Ajzen’s (1985) theory of planned behaviour (TPB). It incorporates the three mediating factors of religious brand attitude, subjective norms and perceived behavioural control.
Design/methodology/approach
A total of 499 (232 Malay and 267 Thai Muslim) respondents were surveyed systematically by adopting the purposive non-probability sampling technique. Empirically three studies with the extended model were tested in a cross-cultural context.
Findings
The results illustrate that the religious brand attitude affects the buying behavioural intentions of Muslims. The analysis found the significant role of Islamic brand attitude and mediating variables. Islamic brand by the customer is the second most significant component after Islamic brand by country of origin. The research provides a theoretical model for the research foundation and a model to analyse religious brands in diverse backgrounds.
Research limitations/implications
Only three different religious brand views were considered independent factors in this study, together with the development of TPB behavioural expectations. The research looked at three different regions in Malaysia as well as Thailand. The research also provides a model that can be used to analyse how various customers view well-known companies and religious brands.
Practical implications
Researchers, teachers and practitioners in the domains of advertising, marketing communications, consumer behaviour and sociology will find this study useful.
Originality/value
The authors develop a novel dual religiosity conceptual model to delineate the sequential nature of religious opinion formation, behaviour and consumption of religious brands. In addition, the authors provide an example using the PLS model analysis as a supporting example.
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Nazlida Muhamad Hashim and Dick Mizerski
The purpose of this paper is to explore the nature of fatwa and the dissemination of fatwa rulings among Muslim consumers using two studies. Results from these studies show that…
Abstract
Purpose
The purpose of this paper is to explore the nature of fatwa and the dissemination of fatwa rulings among Muslim consumers using two studies. Results from these studies show that contemporary fatwa often extend beyond Muslims' religious beliefs and practices. By advising Muslims on the brands and product categories that are permissible and prohibited for consumption, fatwa rulings can cause boycotts and bans of products or brands.
Design/methodology/approach
Content analyses are performed in Study 1 to explore the types of fatwa rulings that are declared by the Malaysian fatwa authorities. In Study 2, a survey instrument is used to collect responses from Muslims regarding their sources of fatwa ruling for two products, their religious motivation and gender. Cluster analysis and an independent χ2‐test are used to test the study's predictions.
Findings
Fatwa rulings in the area of social issues and economics have a known tendency to affect Muslim consumers' marketplace behavior. Muslim consumers tend to acquire information on more controversial fatwa rulings through less formal sources, compared to less controversial fatwa rulings. Several clusters of Muslim consumers were found to have their sources of fatwa associated with the product category, gender of respondent, and religious orientation.
Research limitations/implications
The findings are limited to Malaysian Muslim University students and Malaysia's fatwa system. This use of young Malaysian Muslims probably restricts the findings to this cohort, rather than the general population of Malaysian Muslims.
Practical implications
The paper offers insights into how fatwa rulings affect marketplace behaviors and how information sources are accessed and fatwa information is disseminated among Muslim consumers. The findings lead to suggestions on how marketers can manage fatwa rulings concerning their products.
Originality/value
The paper provides an understanding of the nature and types of fatwa rulings circulating in the Muslim world, and identifies factors related to Muslims' knowledge of fatwa rulings.