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A SERVQUAL approach to assessing da’wah as a management function

A SERVQUAL approach to assessing da’wah as a management function

Wilson, Jonathan A.J. (2010) A SERVQUAL approach to assessing da’wah as a management function. In: IC-DAIM 2010: Dawah & Islamic Management – Practice and Prospect, Universiti Sains Islam Malaysia (USIM), 23-24 Nov 2010, Kuala Lumpur, Malaysia.

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This conceptual paper draws attention to the role of da’wah within management and commerce; and secondly, methods by which it can be evaluated within current practices. In its general sense, da’wah is an Arabic word which when translated denotes the issuing of an invitation. Within the construct of Islam, an additional inference is attached, whether implicit or explicit, which suggests that invitations are taken to be linked towards encouraging recipients to engage in Islamic practices. This is especially observed when participants choose to preserve the usage of the Arabic term within other non-Arabic languages. Drawing from this contextual backdrop within the field of business, Muslim managers attempt to discharge a religious obligation, whilst striving for commercial excellence. Whilst methods and approaches may change depending on the audiences’ faith, the same intention remains. Furthermore, it could be argued that Muslim managers’ desire for da’wah increases in aspiration - where there appears to be a lack of Islamic faith. Through using the SERVQUAL model and other communications based models, the paper underlines the challenges faced and offers suggestions as to how quality in service delivery, namely in da’wah, can be improved. The management implications are that da’wah should be considered as a key management component - which goes beyond the procedural and pastoral elements, usually associated with decision making functions. In addition, currently there is a paucity of business academic literature which synthesises Islamic concepts for a mainstream business audience.

Item Type: Conference or Conference Paper (Paper)
Uncontrolled Keywords: leadership, management, Islam, service quality, SERVQUAL
Faculty / School / Research Centre / Research Group: Faculty of Business > Department of Marketing, Events & Tourism
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Last Modified: 14 Oct 2016 09:12

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