Insights from Theory of Consumption Value to Access the Impact of Islamic Products, Islamic Marketing, and Corporate Social Responsibility on Customer Satisfaction: A Moderated Mediation Approach

Abstract

Customer satisfaction is the focal point of every marketing campaign, and various factors have been examined to enhance customer satisfaction among both Muslim and non-Muslim customers. Islamic marketing has emerged as a concept in both Muslim and non-Muslim countries. This research aims to elucidate the moderating role of corporate social responsibility in the relationship between customer satisfaction and Islamic marketing, while taking into account the theory of consumption value (TCV). To conduct this research, data were collected from online consumers using a Likert scale questionnaire. The Partial Least Square Structural Equation Modeling (PLS-SEM) technique was employed to test the hypothesized relationships. The results reveal that the consumption value of Halal products plays a significant role in customer satisfaction, with the moderating effect of another value-added variable, corporate social responsibility. Furthermore, the study explains the impact of Halal products on Islamic marketing, moderated by corporate social responsibility. The study also provides practical implications that can be applied by marketers to achieve customer satisfaction goals. Based on the findings, businesses can effectively target Muslim consumers through Islamic marketing strategies.