The Significance of Religious Value and Commitment on Customers’ Satisfaction and Retention for Halal Cosmetics Products in the Malaysian Market

Abstract

The role of religious branding like Halal is important because it adds value to products and gives meaning to the intention of consumers. Halal branding represents extremely powerful values, however, the possibilities of promoting products on the strength of religious values and commitment are hardly explored. Ample of discussions have recognised a significant relationship between customer satisfaction and retention as it is the hallmark for relationship marketing and gaining sustainable competitive advantage. The objective of this article is to present a conceptual framework to examine the role of religious values and commitment in establishing customer satisfaction for Halal cosmetic products and ultimately achieving customer retention. Discovering the relationship between these variables can assist providers to improve their product offerings and competitive strategies.