Halal Service Marketing: A Strategic Perspective

Noor, Nurhafihz

Abstract

This chapter contributes to the nascent field of Halal service marketing and research. We begin by underscoring the importance of services for Halal markets and services marketing theory for Islamic Marketing. Through a synthesis of emerging Halal service research and an adaptation of seminal marketing frameworks for Halal markets, this chapter offers a strategic guide for managers to design and deliver better services to Muslims. The role of digital technologies such as artificial intelligence in optimizing services for Halal markets is included in this chapter.

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Publication Name

Strategic Islamic Marketing: a roadmap for engaging Muslim consumers

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ISBN/ISSN

978-3-030-98160-0

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Publisher

Springer

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Publisher Location

Cham, Switzerland

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DOI

10.1007/978-3-030-98160-0_3