Islamic-Oriented Customer Service Management: Challenges and Opportunities
Keywords:
Customer Service Management, Islamic Perspective, Ethical Values
Abstract
This paper explores Customer Service Management (CSM) from an Islamic perspective, emphasizing the integration of ethical values such as honesty (?idq), trustworthiness (am?nah), justice (‘adl), and excellence in character (?usn al-khuluq). Unlike conventional CSM, which focuses on speed and efficiency, Islamic-based CSM frames service as a moral responsibility and a form of worship. The study highlights the opportunities of this approach, including increased customer loyalty, access to the halal market, and enhanced brand reputation, while addressing challenges such as ethical-profitable conflicts, a lack of staff training, and policy ambiguity. The paper identifies critical gaps in research, including the absence of a unified Islamic CSM framework and the limited number of cross-sector and empirical studies. It concludes with practical managerial implications and future research directions aimed at developing comprehensive, Shariah-compliant service models. This paper contributes to academic discourse and practical business strategies by offering a faith-based approach to ethical and sustainable customer service.
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References
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Ahmad, A., Rahman, S. A., & Khan, M. N. (2015). E-commerce ethics and customer satisfaction: A study on the Islamic perspective. Journal of Islamic Marketing, 6(3), 486–510.
Ali, A. J., & Al-Aali, A. (2014). Marketing and ethics: What Islamic ethics have contributed and the challenges ahead. Journal of Business Ethics, 123(3), 411–423. https://doi.org/10.1007/s10551-013-1800-3
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Alserhan, B. A. (2010). On Islamic branding: Brands as good deeds. Journal of Islamic Marketing, 1(2), 101–106.
Amin, M. (2013). Predicting Islamic bank customers’ loyalty using cognitive dissonance theory. Journal of Islamic Marketing, 4(2), 134–148.
Asif, M., & Akhlaq, M. (2024). Sharia compliance in modern business practices. Tanazur, 5(2), 285-301.
Azizan, F. Z., Yakob, S., Shakir, K. A., Shafie, S., Ismail, R. Z. A. R., Rahmah, N., & Zulkifli, A. F. A. M. Y. (2024). Global halal industry: Bridging tradition with modern innovation in business operation. International Journal of Muamalat (IJM), 8(1), 25–34.
Battour, M., Ismail, M. N., & Battor, M. (2014). Islamic attributes of destination: Construct development and measurement validation, and their impact on tourist satisfaction. International Journal of Tourism Research, 16(6), 556–564.
Beekun, R. I. (1997). Islamic business ethics. Herndon, VA: International Institute of Islamic Thought.
Beekun, R. I., & Badawi, J. A. (2005). Balancing ethical responsibility among multiple organizational stakeholders: The Islamic perspective. Journal of Business Ethics, 60(2), 131–145. https://doi.org/10.1007/s10551-004-8204-5
Bressler, M. S. (2012). How small businesses master the art of competition through superior competitive advantage. Journal of Management and Marketing Research, 11(1), 1-12.
Buttle, F., & Maklan, S. (2019). Customer relationship management: Concepts and technologies (4th ed.). Routledge.
Dusuki, A. W., & Abdullah, N. I. (2007). Maqasid al-Shariah, Maslahah, and corporate social responsibility. The American Journal of Islamic Social Sciences, 24(1), 25–45.
Esan, O., Ajayi, F. A., & Olawale, O. (2024). Supply chain integrating sustainability and ethics: Strategies for modern supply chain management. World Journal of Advanced Research and Reviews, 22(1), 1930-1953.
Fitzsimmons, J. A., & Fitzsimmons, M. J. (2014). Service management: Operations, strategy, information technology (8th ed.). McGraw-Hill Education.
Frei, R., Jack, L., & Brown, S. (2020). Product returns: a growing problem for business, society and environment. International Journal of Operations & Production Management, 40(10), 1613-1621.
Grönroos, C. (2007). Service management and marketing: Customer management in service competition (3rd ed.). Wiley.
Grönroos, C. (2015). Service management and marketing: Managing the service profit logic (4th ed.). Wiley.
Gümüsay, A. A., Smets, M., & Morris, T. (2020). “God at work”: Engaging central and incompatible institutional logics through elastic hybridity. Academy of Management Journal, 63(1), 124–154. https://doi.org/10.5465/amj.2016.0481
Haniffa, R., & Hudaib, M. (2007). Exploring the ethical identity of Islamic banks via communication in annual reports. Journal of Business Ethics, 76(1), 97–116.
Hassan, A., & Hippler, W. J. (2014). Ethical investment and the Islamic principles of Maqasid al-Shariah. Journal of King Abdulaziz University: Islamic Economics, 27(1), 3–28.
Hati, S. R. H., Rahman, M. S., & Goyal, M. M. (2022). Consumer behavior in Islamic banking: A systematic literature review and agenda for future research. Journal of Islamic Marketing, 13(9), 1951–1977. https://doi.org/10.1108/JIMA-06-2023-0195
He, H., & Harris, L. (2020). The impact of Covid-19 pandemic on corporate social responsibility and marketing philosophy. Journal of Business Research, 116, 176-182.
Heskett, J. L., Sasser, W. E., & Schlesinger, L. A. (2010). The value profit chain: Treat employees like customers and customers like employees. Simon & Schuster.
Kaplan, R. S., & Norton, D. P. (2016). The balanced scorecard: Translating strategy into action. Harvard Business Review Press.
Keshavjee, M. M. (2016). Alternative dispute resolution (ADR) and its potential for helping Muslims reclaim the higher ethical values (Maqasid) underpinning the Sharia. The state of social progress of Islamic societies: Social, economic, political, and ideological challenges, 607-621.
Khan, M. A. M. (2019). Islam and good governance: A political philosophy of ihsan. Palgrave Macmillan. https://doi.org/10.1057/978-1-137-54832-0
Lada, S., Tanakinjal, G. H., & Amin, H. (2009). Predicting intention to choose halal products using the Theory of Reasoned Action. International Journal of Islamic and Middle Eastern Finance and Management, 2(1), 66–76.
Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the customer journey. Journal of Marketing, 80(6), 69–96. https://doi.org/10.1509/jm.15.0420
Metters, R. (2022). Culture and religion in service provision. In Research Handbook on Services Management (pp. 180-193). Edward Elgar Publishing.
Miller, M. E. (2021). Creating an Ethical and Trustworthy Business to Consumer Experience within the Global Automotive Repair Industry (Master's thesis, Arizona State University).
Orhan, Z. H. (2013). Survey on customer-related studies in Islamic banking. Journal of Islamic Marketing, 4(3), 294–305. https://doi.org/10.1108/JIMA-07-2012-0040
Othman, A., & Owen, L. (2001). Adopting and measuring customer service quality in Islamic banks: A case study in Kuwait Finance House. International Journal of Islamic Financial Services, 3(1), 1–26.
Payne, A., & Frow, P. (2005). A strategic framework for customer relationship management. Journal of Marketing, 69(4), 167–176. https://doi.org/10.1509/jmkg.2005.69.4.167
Polas, M. R. H., Jahanshahi, A. A., & Rahman, M. L. (2018). Islamic branding as a tool for customer retention: Antecedents and consequences of Islamic brand loyalty. International Journal of Islamic Marketing and Branding, 3(1), 1–14
Rosli, N. L., Jamaludin, M. A. B., & Ahmad, A. N. B. (2024). Beyond halal cuisine: A comprehensive exploration of Shariah Compliance in tourism and hospitality. Tazkia Islamic Finance and Business Review, 18(1), 120–139.
Sadiqe Ali Mohsen, L. (2023). The relationship between marketing deception and customer repurchase intention (Master's thesis, ?stanbul Geli?im Üniversitesi Lisansüstü E?itim Enstitüsü).
Saeed, M., Ahmed, Z. U., & Mukhtar, S. M. (2001). International marketing ethics from an Islamic perspective: A value-maximization approach. Journal of Business Ethics, 32, 127-142.
Sheth, J., Jain, V., & Ambika, A. (2023). Repositioning the customer support services: The next frontier of competitive advantage. Journal of Business Strategy, 44(1), 45–56. https://doi.org/10.1108/JBS-06-2022-0105
Supriyadi, N., Widana, G. O., & Amrizal. (2024). Exploration of Islamic business ethics in B3 waste management: A case study of PT Kaltim Prima Coal. Journal of Islamic Business Ethics, 5(1), 45–60.
Tieman, M., van der Vorst, J. G. A. J., & Ghazali, M. C. (2013). Principles in halal supply chain management. Journal of Islamic Marketing, 3(3), 217–243.
Tien, J. M. (2012). The next industrial revolution: Integrated services and goods. Journal of Systems Science and Systems Engineering, 21, 257–296.
Ullah, K., Ashfaque, M., Atiq, M., Khan, M., & Hussain, A. (2023). Shariah capabilities and value propositions of Islamic banking. International Journal of Islamic and Middle Eastern Finance and Management, 16(4), 701–715.
Wahab, M. Z. B. H., Mohamed Naim, A., & Abu Hassan, M. H. (2024). Developing Islamic-sustainable and responsible investment (i-SRI) criteria based on the environmental, social and governance (ESG) concept. Journal of Islamic Accounting and Business Research, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/JIABR-12-2021-0311.
Weinstein, A. (2012). Superior customer value: Strategies for winning and retaining customers. CRC Press.
Weir, D. (2008). Islamic perspectives on management and organization. International Journal of Islamic and Middle Eastern Finance and Management, 1(1), 84–87.
Zain, N. S., Hassan, R., & Marwan, S. (2023). Social Impact Measurement as A Tool Of Governance and Accountability for Waqf Organisations. International Journal of Islamic Economics and Finance Research, (1), 132-148.
Zeithaml, V. A., Bitner, M. J., Gremler, D. D., & Ajay, P. (2020). Services marketing: Integrating customer focus across the firm (7th ed.). McGraw-Hill Education.
Abdelwahed, N. A. A., Al Doghan, M. A., Saraih, U. N., & Soomro, B. A. (2025). Unleashing potential: Islamic leadership’s influence on employee performance via Islamic organizational values, organizational culture, and work motivation. International Journal of Law and Management, 67(2), 165-190.
Ahmad, A., Rahman, S. A., & Khan, M. N. (2015). E-commerce ethics and customer satisfaction: A study on the Islamic perspective. Journal of Islamic Marketing, 6(3), 486–510.
Ali, A. J., & Al-Aali, A. (2014). Marketing and ethics: What Islamic ethics have contributed and the challenges ahead. Journal of Business Ethics, 123(3), 411–423. https://doi.org/10.1007/s10551-013-1800-3
Ali, Z., Anjum, G. M., Iqbal, J., & Ahmad, I. (2024). The role of Islamic values in promoting social justice and community welfare. International Research Journal of Management and Social Sciences, 1(1), 1–15. https://irjmss.com/index.php/irjmss/article/view/276
Alserhan, B. A. (2010). Islamic branding: A conceptualization of related terms. Journal of Brand Management, 18(1), 34–49. https://doi.org/10.1057/bm.2010.18
Alserhan, B. A. (2010). On Islamic branding: Brands as good deeds. Journal of Islamic Marketing, 1(2), 101–106.
Amin, M. (2013). Predicting Islamic bank customers’ loyalty using cognitive dissonance theory. Journal of Islamic Marketing, 4(2), 134–148.
Asif, M., & Akhlaq, M. (2024). Sharia compliance in modern business practices. Tanazur, 5(2), 285-301.
Azizan, F. Z., Yakob, S., Shakir, K. A., Shafie, S., Ismail, R. Z. A. R., Rahmah, N., & Zulkifli, A. F. A. M. Y. (2024). Global halal industry: Bridging tradition with modern innovation in business operation. International Journal of Muamalat (IJM), 8(1), 25–34.
Battour, M., Ismail, M. N., & Battor, M. (2014). Islamic attributes of destination: Construct development and measurement validation, and their impact on tourist satisfaction. International Journal of Tourism Research, 16(6), 556–564.
Beekun, R. I. (1997). Islamic business ethics. Herndon, VA: International Institute of Islamic Thought.
Beekun, R. I., & Badawi, J. A. (2005). Balancing ethical responsibility among multiple organizational stakeholders: The Islamic perspective. Journal of Business Ethics, 60(2), 131–145. https://doi.org/10.1007/s10551-004-8204-5
Bressler, M. S. (2012). How small businesses master the art of competition through superior competitive advantage. Journal of Management and Marketing Research, 11(1), 1-12.
Buttle, F., & Maklan, S. (2019). Customer relationship management: Concepts and technologies (4th ed.). Routledge.
Dusuki, A. W., & Abdullah, N. I. (2007). Maqasid al-Shariah, Maslahah, and corporate social responsibility. The American Journal of Islamic Social Sciences, 24(1), 25–45.
Esan, O., Ajayi, F. A., & Olawale, O. (2024). Supply chain integrating sustainability and ethics: Strategies for modern supply chain management. World Journal of Advanced Research and Reviews, 22(1), 1930-1953.
Fitzsimmons, J. A., & Fitzsimmons, M. J. (2014). Service management: Operations, strategy, information technology (8th ed.). McGraw-Hill Education.
Frei, R., Jack, L., & Brown, S. (2020). Product returns: a growing problem for business, society and environment. International Journal of Operations & Production Management, 40(10), 1613-1621.
Grönroos, C. (2007). Service management and marketing: Customer management in service competition (3rd ed.). Wiley.
Grönroos, C. (2015). Service management and marketing: Managing the service profit logic (4th ed.). Wiley.
Gümüsay, A. A., Smets, M., & Morris, T. (2020). “God at work”: Engaging central and incompatible institutional logics through elastic hybridity. Academy of Management Journal, 63(1), 124–154. https://doi.org/10.5465/amj.2016.0481
Haniffa, R., & Hudaib, M. (2007). Exploring the ethical identity of Islamic banks via communication in annual reports. Journal of Business Ethics, 76(1), 97–116.
Hassan, A., & Hippler, W. J. (2014). Ethical investment and the Islamic principles of Maqasid al-Shariah. Journal of King Abdulaziz University: Islamic Economics, 27(1), 3–28.
Hati, S. R. H., Rahman, M. S., & Goyal, M. M. (2022). Consumer behavior in Islamic banking: A systematic literature review and agenda for future research. Journal of Islamic Marketing, 13(9), 1951–1977. https://doi.org/10.1108/JIMA-06-2023-0195
He, H., & Harris, L. (2020). The impact of Covid-19 pandemic on corporate social responsibility and marketing philosophy. Journal of Business Research, 116, 176-182.
Heskett, J. L., Sasser, W. E., & Schlesinger, L. A. (2010). The value profit chain: Treat employees like customers and customers like employees. Simon & Schuster.
Kaplan, R. S., & Norton, D. P. (2016). The balanced scorecard: Translating strategy into action. Harvard Business Review Press.
Keshavjee, M. M. (2016). Alternative dispute resolution (ADR) and its potential for helping Muslims reclaim the higher ethical values (Maqasid) underpinning the Sharia. The state of social progress of Islamic societies: Social, economic, political, and ideological challenges, 607-621.
Khan, M. A. M. (2019). Islam and good governance: A political philosophy of ihsan. Palgrave Macmillan. https://doi.org/10.1057/978-1-137-54832-0
Lada, S., Tanakinjal, G. H., & Amin, H. (2009). Predicting intention to choose halal products using the Theory of Reasoned Action. International Journal of Islamic and Middle Eastern Finance and Management, 2(1), 66–76.
Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the customer journey. Journal of Marketing, 80(6), 69–96. https://doi.org/10.1509/jm.15.0420
Metters, R. (2022). Culture and religion in service provision. In Research Handbook on Services Management (pp. 180-193). Edward Elgar Publishing.
Miller, M. E. (2021). Creating an Ethical and Trustworthy Business to Consumer Experience within the Global Automotive Repair Industry (Master's thesis, Arizona State University).
Orhan, Z. H. (2013). Survey on customer-related studies in Islamic banking. Journal of Islamic Marketing, 4(3), 294–305. https://doi.org/10.1108/JIMA-07-2012-0040
Othman, A., & Owen, L. (2001). Adopting and measuring customer service quality in Islamic banks: A case study in Kuwait Finance House. International Journal of Islamic Financial Services, 3(1), 1–26.
Payne, A., & Frow, P. (2005). A strategic framework for customer relationship management. Journal of Marketing, 69(4), 167–176. https://doi.org/10.1509/jmkg.2005.69.4.167
Polas, M. R. H., Jahanshahi, A. A., & Rahman, M. L. (2018). Islamic branding as a tool for customer retention: Antecedents and consequences of Islamic brand loyalty. International Journal of Islamic Marketing and Branding, 3(1), 1–14
Rosli, N. L., Jamaludin, M. A. B., & Ahmad, A. N. B. (2024). Beyond halal cuisine: A comprehensive exploration of Shariah Compliance in tourism and hospitality. Tazkia Islamic Finance and Business Review, 18(1), 120–139.
Sadiqe Ali Mohsen, L. (2023). The relationship between marketing deception and customer repurchase intention (Master's thesis, ?stanbul Geli?im Üniversitesi Lisansüstü E?itim Enstitüsü).
Saeed, M., Ahmed, Z. U., & Mukhtar, S. M. (2001). International marketing ethics from an Islamic perspective: A value-maximization approach. Journal of Business Ethics, 32, 127-142.
Sheth, J., Jain, V., & Ambika, A. (2023). Repositioning the customer support services: The next frontier of competitive advantage. Journal of Business Strategy, 44(1), 45–56. https://doi.org/10.1108/JBS-06-2022-0105
Supriyadi, N., Widana, G. O., & Amrizal. (2024). Exploration of Islamic business ethics in B3 waste management: A case study of PT Kaltim Prima Coal. Journal of Islamic Business Ethics, 5(1), 45–60.
Tieman, M., van der Vorst, J. G. A. J., & Ghazali, M. C. (2013). Principles in halal supply chain management. Journal of Islamic Marketing, 3(3), 217–243.
Tien, J. M. (2012). The next industrial revolution: Integrated services and goods. Journal of Systems Science and Systems Engineering, 21, 257–296.
Ullah, K., Ashfaque, M., Atiq, M., Khan, M., & Hussain, A. (2023). Shariah capabilities and value propositions of Islamic banking. International Journal of Islamic and Middle Eastern Finance and Management, 16(4), 701–715.
Wahab, M. Z. B. H., Mohamed Naim, A., & Abu Hassan, M. H. (2024). Developing Islamic-sustainable and responsible investment (i-SRI) criteria based on the environmental, social and governance (ESG) concept. Journal of Islamic Accounting and Business Research, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/JIABR-12-2021-0311.
Weinstein, A. (2012). Superior customer value: Strategies for winning and retaining customers. CRC Press.
Weir, D. (2008). Islamic perspectives on management and organization. International Journal of Islamic and Middle Eastern Finance and Management, 1(1), 84–87.
Zain, N. S., Hassan, R., & Marwan, S. (2023). Social Impact Measurement as A Tool Of Governance and Accountability for Waqf Organisations. International Journal of Islamic Economics and Finance Research, (1), 132-148.
Zeithaml, V. A., Bitner, M. J., Gremler, D. D., & Ajay, P. (2020). Services marketing: Integrating customer focus across the firm (7th ed.). McGraw-Hill Education.
Published
2025-08-10
How to Cite
Othman, A. K., Zainuddin, A. Z., Abd Rahman, M. K. B., Hamzah, M. I., Mat Halif, M., & Abdullah, M. R. (2025). Islamic-Oriented Customer Service Management: Challenges and Opportunities. Information Management and Business Review, 17(2(I)S), 301-313. https://doi.org/10.22610/imbr.v17i2(I)S.4606
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Research Paper
Copyright (c) 2025 Abdul Kadir Othman, Ahmad Zuhairi Zainuddin, Mohd Khirzan Badzli Abd Rahman, Muhammad Iskandar Hamzah, Mazuin Mat Halif, Mohd Raihan Abdullah
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