The role of Islamic culture in service quality research

Gayatri, Gita and Hume, Margee and Sullivan Mort, Gillian (2011) The role of Islamic culture in service quality research. Asian Journal on Quality, 12 (1). pp. 35-53. ISSN 1598-2688

Text (Accepted Version)

Download (286kB)


Purpose – The purpose of this paper is to explore service quality (SQ) from the perspective of the Muslim consumer. There is growing evidence that culture influences buying habits and behaviours of consumers in services. However, most cross-cultural consumer research in Asia has focused on the dimension of Chinese-Confucian beliefs providing an opportunity to investigate other religious-cultural aspects in Asia and consumption.

Design/methodology/approach – This research explores the key attributes/factors of quality of services according to Muslim customers using the verbal protocol method followed by in-depth probing interviews of 35 respondents. In depth, the interviews were conducted in Indonesia with a sample of Javanese-Muslim customers of the airline, retail, hotel, and restaurant industries. Theoretical saturation was achieved with thick rich scripts obtained from respondents.

Findings – Preliminary analysis suggests some distinct outcomes positioning culture and religion as important constructs for consideration in SQ research.

Practical implications – The research provides important insights for service providers who target the Muslim consumer.

Originality/value – The paper is the first to examine SQ dimensions specific to Muslim consumers. It advances the SQ conceptualisations and SQ theory and offers attributes for consideration in future measurement.

Statistics for USQ ePrint 19520
Statistics for this ePrint Item
Item Type: Article (Commonwealth Reporting Category C)
Refereed: Yes
Item Status: Live Archive
Additional Information: Accepted Version of paper deposited in accordance with the copyright policy of the publisher (Emerald). Author affiliations are: Gita Gayatri, (Department of Management, Faculty of Economics, University of Indonesia, Depok, Indonesia), Margee Hume, (School of Management and Marketing, Faculty of Business, University of Southern Queensland, Springfield, Australia), Gillian Sullivan Mort, (School of Management, Faculty of Law and Management, La Trobe University, Melbourne, Australia)
Faculty/School / Institute/Centre: Historic - Faculty of Business and Law - School of Management and Marketing (1 Jan 2011 - 30 Jun 2013)
Faculty/School / Institute/Centre: Historic - Faculty of Business and Law - School of Management and Marketing (1 Jan 2011 - 30 Jun 2013)
Date Deposited: 20 Jan 2012 07:11
Last Modified: 22 Aug 2017 05:54
Uncontrolled Keywords: consumer behaviour; culture (sociology); customer services quality; Islam
Fields of Research (2008): 20 Language, Communication and Culture > 2002 Cultural Studies > 200204 Cultural Theory
15 Commerce, Management, Tourism and Services > 1503 Business and Management > 150313 Quality Management
15 Commerce, Management, Tourism and Services > 1505 Marketing > 150506 Marketing Theory
Socio-Economic Objectives (2008): E Expanding Knowledge > 97 Expanding Knowledge > 970115 Expanding Knowledge in Commerce, Management, Tourism and Services
Identification Number or DOI:

Actions (login required)

View Item Archive Repository Staff Only