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Designing the model of the natural components of customer orientation from the perspective of Islam

Number of pages: 124 File Format: word File Code: 29673
Year: 2012 University Degree: Master's degree Category: Management
Tags/Keywords: Communication management - customer - Customer orientation - customer orientation - Management - Marketing - materialistic
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  • Summary of Designing the model of the natural components of customer orientation from the perspective of Islam

    Master's Thesis (Commercial Orientation)

    Abstract

    Management has a close relationship with anthropology and human knowledge, which is presented differently in the two schools of Islam and liberalism. The thinking of material anthropology in the school of liberalism has caused man today to face the expansion of the spirit of consumerism and the production of needs or paying too much attention to a group of needs, and despite various claims, producers are only looking for more sales and higher profits and (or) the expansion of this thinking. This research aims to explain the model of customer orientation based on Islamic anthropology with an emphasis on the natural needs of the customer. In order to achieve this goal, by using the library method and taking into account the verses of the Holy Quran and the opinions of Islamic thinkers, human needs have been extracted based on the view of Islam. Then, a statistical sample of 12 people, including academic experts, was interviewed. Finally, based on the qualitative research method, the result of the research, that is, "In customer orientation, the needs should be recognized based on Islamic anthropology, and these needs should be satisfied proportionately" has been examined and finally approved in the form of the focus group.

    Key words: customer orientation, nature, anthropology, needs analysis.

    Chapter 1

    1-1. Introduction

    Since the 17th century, acceptance of customers' wishes and needs was raised as a basic principle in the production of products. So that at the beginning of this century, the spirit of conflict between the buyer and the seller has gradually turned into the idea of ??serving and gaining customer satisfaction, and the slogan "The customer is always right" is the embodiment of this view (Shafia, 2003).

    Since the middle of the 20th century, the customer, customer needs and customer satisfaction have been given serious attention as the focal point of organizations.

    In this approach, excellence is the creation of desirable customer values, and excellent organizations are those that know and understand their customers well. they understand 

    So far, this knowledge has been theorized based on materialistic views, especially humanism and liberalism, and according to the foundations of Islamic anthropology, which are in conflict and conflict with the view of Western humanism at the levels of assumptions, foundations and goals, it is necessary to explain this issue (human needs and how to meet them) from the perspective of Islam towards man and, accordingly, the customer.

    1.2. Statement of the problem

    One of the characteristics of human sciences and including management science is the close connection of these sciences with their theoretical foundations and their reliance on social science philosophies, and since the discussion of anthropology and human cognition is closely related to management, it should be known that this discussion is raised differently in the two schools of Islam and liberalism. When a person is viewed as a purely material being (the view of materialists), all the abilities, needs and requirements of a person are not known and only a limited part of his needs is paid attention to. In the school of liberalism, anthropocentrism goes to the extent of denying God, but in the school of Islam, man has a God-seeking nature and God has breathed his soul into him.

    The materialistic anthropological thinking in the school of liberalism has led to the spread of the spirit of consumerism and the production of needs, or paying too much attention to a group of needs (which leads to the perversion of humanity and the one-dimensionalization of man, or he adheres to his instinctive needs - that is, low-level needs). and producers are faced with various claims (including marketing based on consumer protection, value marketing, marketing based on a reasonable mission, and social marketing), they are only looking for more sales and higher profits and (or) spreading consumerist thinking.

    Is it possible that a person who did not even know his body properly has presented a correct and complete opinion about the wholeness of man?

    This question is raised that Islamic anthropology is very different from Western anthropology. What change will it bring about in customer orientation and satisfying his needs?

    Here, the fleeting and non-genuine need of the customer to receive profit is not taken into account, and in the meantime, the search for discovering the genuine needs of the customer (that is, the needs that are in the direction of perfection and in line with his nature) is taken, and it is from this thinking that it is said that "the art of today's marketer is not to sell refrigerators to Eskimos"; Rather, it is to always have Eskimo as a satisfied customer" (Peppers, 1381, p. 11). One should go further and say: "The art of today's marketer is to have Eskimo as a satisfied customer, always by his side.

    Is it possible that a person who has not even known his own body properly has presented a correct and complete opinion about the wholeness of man?

    This question is raised, what kind of change will Islamic anthropology, which is very different from Western anthropology, bring about in customer orientation and satisfying his needs? And they are in line with his nature, and it is said that "the art of today's marketer is not to "sell a refrigerator to an Eskimo", but to always have an Eskimo by his side" (Peppers, 2011, p. 11) and say: "The art of a marketer today is not to "always have an Eskimo by his side"; rather, the marketer is in the direction The real and genuine needs of the customer should be moved and he should not keep him by his side at any cost, even at the cost of harming the customer's soul or body. Necessity of research

    One of the characteristics of humanities and management science is the close connection of these sciences with their theoretical foundations and their reliance on the philosophies of social sciences. When man is viewed as a purely material being (the view of materialists), all his capabilities, needs, and requirements are not recognized and only a limited part of his needs are paid attention to.

    It should be known that the perfection of man is in his balance, that is, a man having various talents, is a perfect man when he does not tend towards only one talent and does not leave his other talents neglected and suspended, and all are in a balanced and balanced situation together. to grow The meaning of harmony here is that at the same time that all human talents grow, their growth is harmonious. (For example, a child who grows has hands, feet, head, ears, nose, tongue, mouth, teeth and other organs. A healthy child is a child whose all organs grow in harmony. Now if it is assumed that only the nose of a person grows and other parts of his body do not grow, or only his eyes grow and tension does not grow, he will become like a caricature. It has grown, but this growth is an uncoordinated growth) (Mutahari, 1373, p. 41).

    A perfect human being is one in whom all human values ??grow and none of them remain undeveloped, and in addition, they all grow in harmony with each other and the growth of each of these values ??reaches the highest level, then this human being is a perfect human being, a human being whom the Quran interprets as an imam: Fatmahan Qal Ani Jaalak Lalnas Imama" (Motahari, 1373, p. 42).

    The human soul and, accordingly, the human society, have tides like the tides of the sea. The human spirit is constantly drawn here and there. Even human values ??are the same. There are people whose tendency is human tendency, but sometimes they find "fashion" in the direction of one of the human tendencies and are drawn, so that all other values ??are forgotten (Motahari, 2013, 43). (They become like the same person who has only grown ears, nose, or hands.)

    It is noteworthy that often societies are not led astray by a 100% inclination towards falsehood, but rather they are led to corruption by overdoing a right. Many people are also like this (Motahari, 2013, p. 44).

    When a person is properly looked at and known well, it will be known what is the need of the customer and to what extent it will be answered, which will not only have high sales for the supplier but also understandable benefits for the customer. The benefits that become more valuable the more the product or service is supplied and used, because when the product or service is produced based on fleeting needs or momentary excitement, both sides of the transaction, i.e. the customer and the seller, appear to benefit, but in reality it is a two-way loss. One of the noticeable disadvantages of this problem for the customer is to spend money in a way that over time he finds useless and sometimes even to his detriment. Another problem that may arise for a customer for some time or forever is the problem of spending in the wrong direction and outside the path of his growth and perfection. As a result, this expense was not spent in another direction that should have been spent and caused him to move in the wrong direction, and these wrong expenses can lead to the one-dimensionality of the human being (such as the disproportionate growth of human organs). slow (Bulurian, 1378, p. 63). Because it is necessary to constantly create excitement and when this excitement subsides, it must change the product as a whole.

    Although there are some goods or services whose sales do not decrease quickly, they are not on the path of human growth and improvement.

  • Contents & References of Designing the model of the natural components of customer orientation from the perspective of Islam

    List:

    Chapter One: General Research 1

    1-1. Introduction 2

    1.2. Statement of the problem 2

    1.3. The aim of the research 3

    1.4. Necessity of research 4

    1.5. Research history 6

    1.6. Research questions 8

    1.7. Research assumptions 9

    1.8. The main research chapters 9

    1.9. Research method 10

    1.10. Users of research results 10

    1.11. Scope of research 11

    1.12. Definition of concepts and keywords 12

    1.13. Research limitations 12

    1.14. Research innovation 13

    Chapter Two: Subject literature 14

    2.1. Introduction 15 2.2. Marketing philosophies 15

    2.3. Customer orientation 21

    2.4. Needs 23

    2.5. Basics of anthropology 29

    2.6. Nature 29

    2.6.1. Fitrat from the perspective of Ayatollah Shahabadi 29

    2.6.2. Fitrat from the perspective of Ayatollah Javadi Amoli 32

    2.6.3. Fitrat from the perspective of Martyr Motahari 33

    2.6.3.1. The meaning of nature 33

    2.6.3.2. The difference between the three words nature, instinct and nature 34

    2.6.3.3. The indestructibility of nature 34

    2.6.3.4. Human instincts 35

    2.7. Human moral nature 38

    2.8. Nature and personality 38

    2.9. Potentiality of some natural affairs 40

    2.10. Human perfection 41

    2.11. The necessity of coordination in the development of human values ??41

    Chapter three: research methodology 43

    3.1. Introduction 44 3.2. Research method 44

    3.3. Research approach 44

    3.4. Research strategy 45

    3.5. The purpose of the research 45

    3.6. Data collection method 46

    3.7. Data analysis method 46

    3.8. Society and statistical sample 46

    3.9. Data analysis method 47

    Chapter four: analysis 49

    4.1. Introduction 49 4.2. Narrative of the research 49

    4.3. Analysis of research data 54

    4.4. Revised narration: 75

    Chapter Five: Conclusion 87

    5.1. Introduction 87 5.2. Research summary 87

    5.3. Islamic marketing philosophy 89

    5.4. Islamic customerism 89

    5.4.1. Knowing the genuine needs of the customer inspired by Islamic anthropology 90

    5.4.2. Appropriate satisfaction of customer needs 98

    5.5. Suggestions for future studies 100 List of sources and sources 110 Persian and Arabic sources 111 English sources: 114 Source: Persian and Arabic sources Edwards, Paul; Translation: Alireza Jamali Nesab, Mohammad Mohammad Rezaei; Proofs of God's Existence in Western Philosophy, Qom, Islamic Propaganda Office Publications, 1371.

    Imam Ali Ibn Abi Talib (AS), Nahj al-Balagha, compiled by Sayyid Razi, edited by Dr. Sobhi Saleh, Qom, Hijrat Publications; 1395 A.H.

    Amirshahi Mirahmad and others, an introduction to the basics of marketing in Islam, Andisheh of strategic management, second issue, fifth year, 1390.

    Bolurian Tehrani, Mohammad; marketing and market management; Tehran; Commercial publishing; 1378

    P Robbins, Stephen; Translated by Pasian, Ali, Arabi, Mohammad; organizational behavior; Tehran; Cultural Research Office; 1378.

    Taslimi, Mohammad Saeed, Aghazadeh, Hashem; Esfidani, Mohammad, Karmi, Massoud; A critique of marketing philosophies, Danesh Management, No. 61-60, Spring and Summer 2012.

    John C. Mowen and Michelle S. Minor; Translated by Saleh Ardestani, Abbas; Saadi, Mohammad Reza; consumer behavior; First edition, Tehran, Etihad-Jahan Nou, 1386.

    A gathering of scholars and thinkers, an attitude on management in Islam, second edition, Public Management Education Center, Tehran, 1375.

    Javadi Amoli; Nature in the Qur'an; prisoners; Qom; fourth edition; 2016.

    Javadi Ameli; Velayat al-Faqih; prisoners; Qom; sixth edition; 1385

    Khadem, Qasim, a comparative study of the customer-oriented approach in management science and Islamic teachings with an emphasis on verses and traditions, thesis of Imam Sadiq University, 2018.

    Khalili Tirtashi, Nasrallah; The criteria for distinguishing real human needs from false needs from the perspective of Islam; Marafet magazine; Number 75.

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    Majlesi; Bihar Al-Anwar; C. 75; 1370.

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    Motahari, Morteza; nature; Tehran; Sadra; 1369.

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Designing the model of the natural components of customer orientation from the perspective of Islam
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