Islamic customer relationship marketing

Customer relationship marketing (CRM) generally postulates that developing long-term relationship with customers- by satisfying them more efficiently than competitors- is one of the ways to achieve long-term success for an organisation. There is considerable literature available on traditional CRM and its related factors, but there is noticeable absence of studies that inter-relate justice, ethics and CRM from the perspective of Islam. The aim of this working paper is to review, analyse and briefly discuss justice and ethics in relation to CRM from the Islamic business viewpoint. Adopting an interpretive narrative approach, extensive literature review of various business disciplines including marketing, relationship marketing, customer relationship marketing, Islamic marketing, ethics, religious marketing and ethnic marketing was carried out. It is found that Islam is a way of life for Muslims and dictates their behaviour both personally and professionally. It instructs sellers to adopt a more ethical and just approach in developing relationship with their customers