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Religious value co-creation: measurement scale and validation

Ken Sudarti (Department of Management, Faculty of Economics, Universitas Islam Sultan Agung, Semarang, Indonesia)
Olivia Fachrunnisa (Department of Management, Faculty of Economics, Universitas Islam Sultan Agung, Semarang, Indonesia)

Journal of Islamic Marketing

ISSN: 1759-0833

Article publication date: 3 May 2023

Issue publication date: 4 January 2024




This study aims to refine the concept of value applied to value co-creation (VCC) by adding religious values. The concept of religious value co-creation (RVCC) is offered because the concepts of value and VCC that have been explored by previous researchers have not touched transcendental values or divine values. So far, the concept of value and VCC onlyfocused on transactional motives with worldly goals but had not succeeded in fulfilling religious needs. The literature review on the concept of value and VCC was carried out from 1990 to 2020, especially regarding the dimension of value creation.


A qualitative method was used to review articles related to the purpose of this study. Harzing’s Publish or Perish application is used to filter relevant articles as data sources. The selected articles only involved databased from Scopus (97 articles) and Google Scholar (115 articles). After going through a rigorous selection, seven articles were successfully analyzed.


The results of the analysis show that the concept of value only emphasizes business values and does not yet have religious values, especially Islamic values.

Research limitations/implications

Future studies can be developed by examining the relationship between RVCC and its antecedent and consequence variables.


This study fills the theoretical gap and provides new insight into the concept of value, especially VCC by adding religious values. This research contributes to the development of the concept of value and VCC so that the two concepts become more holistic. Religious value is urgent to be considered, especially when the organization offers products based on religion and becomes one of the uniqueness that is not easily imitated. This uniqueness is believed to be able to bring about strong differentiation through superior values that have touched the level of non-transactional motives. For organizations that offer products with a religious basis, this differentiation is urgent to create.



This study was funded by the Ministry of Education, Culture, Research, and Technology of the Republic of Indonesia grants in 2022.


Sudarti, K. and Fachrunnisa, O. (2024), "Religious value co-creation: measurement scale and validation", Journal of Islamic Marketing, Vol. 15 No. 1, pp. 124-141.



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