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The aim of this paper is to develop an integrative model that explains how incorporating the two epistemological positions of critical realism and attribution theory can help qualitative organisational researchers better understand the reality of social actors through different lenses. In addition, the paper aims to demonstrate the application of the model through a study of organisational justice perceptions of elite Muslim professionals undergoing performance appraisal in the UK banking sector.

The approach adopted used semi-structured in-depth interviews with Muslim professionals in elite positions in UK Western and Islamic banks. Access to participants was secured through a process of purposive and snowball sampling, a tool often used to recruit hard-to-reach populations. The data were analysed through the integrative model developed in this paper.

The integration of critical realism and attribution theory provided different dimensionalities of social reality. Attribution theory enabled a systematic identification of social phenomena and their causal mechanisms, defined the characteristics of those mechanisms and highlighted who/what is responsible for and affected by them. Critical realism distinguished between causal mechanisms and the generative forces that help those mechanisms to be actualised and have effect.

The contribution of this paper is twofold. First, to the best of my knowledge, it is the first paper to build a novel integrative model of these two epistemologies. Second, it presents a detailed application of the model in a contemporary study of the perceptions of justice of Muslims in the UK banking sector.

This is the case of an iconic brand from the Middle East, Abdul Samad Al-Qureshi Company (ASQ), which registered an admirable growth to become a global brand. ASQ was established in 1932 in Makkah, Al-Haram al-Sharif, the Holy Mosque. The company’s mission is to provide high-quality perfume products in the Arabian Peninsula. The company has different departments which work together to ensure that it achieves its objectives and has an extensive presence in the UAE. The company has seen a substantial increase in the number of staff members while sales have increased significantly. The customers’ satisfaction rate grew immensely resulting in the continuous number of awards that the company for its performance. The major drivers of success at ASQ are strong brand image, customer satisfaction, quality product, effective employee training programs, unique market offerings, and market research.