Customer relationship marketing in the UK Muslim SMEs : an Islamic perspective

• Main Author: Kawsar, M. J.
• Published: University of Salford 2016
• Online Access: https://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.736308

This research is to investigate the influence of Islam on the practice of customer relationship marketing (CRM) in UK Muslim SMEs. Due to the very limited number of studies available, which interrelate ‘customer relationship marketing’ (CRM) and UK Muslim SMEs, there is a need to address the gap in the literature through comprehensive and extensive research, in these two areas. The research examines the understanding of CRM from the Islamic perspective, and the influence of Islamic belief in the practice of CRM amongst UK Muslim SMEs. Moreover, the research examines the factors needed for developing CRM for UK Muslim SMEs as well as the behaviours and expectations of UK Muslim SMEs regarding CRM. The literature research in the subject areas: Islamic view of customer, customer relationship-marketing, UK SMEs and Muslim UK SMEs retrieved six important relational factors (trust, equality, brotherhood, greetings, ethics, and honesty) that are currently absent in the existing CRM literature. Furthermore, justice, commitment and communication have been discussed considerably in both conventional marketing literature as well as in the Islamic literature from the “sayings of prophet Muhammad (peace be upon him)” and from the holy “Quran”. Adopting qualitative research methodology, this study conducted twenty-five semi-structured interviews with UK Muslim SME owners to achieve the aim and seek answers to the research questions. Applying thematic analysis techniques, the research findings revealed that amongst the Muslim SME owners, partial understanding of theoretical CRM exists of both the conventional and Islamic perspectives of CRM. Nevertheless, in reality the factors retrieved through Islamic literature were appreciated, influenced and practiced by Muslim SME owners for building and developing CRM. This study also expands the body of knowledge in the field of CRM from the perspectives of Islamic teachings and values. Finally, a conceptual framework is proposed consisting of the related factors as relevant for UK Muslim SMEs.