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Healthcare quality for Muslims: TCCM and TSR frameworks analyses

Shahidul Islam (Department of Marketing, Comilla University, Cumilla, Bangladesh)
Nazlida Muhamad (UBD School of Business and Economics, Universiti Brunei Darussalam, Bandar Seri Begawan, Brunei Darussalam)
Vai Shiem Leong (UBD School of Business and Economics, Universiti Brunei Darussalam, Bandar Seri Begawan, Brunei Darussalam)

Journal of Islamic Marketing

ISSN: 1759-0833

Article publication date: 30 December 2021

Issue publication date: 10 February 2023




Transformative service research (TSR) has received considerable attention from researchers and marketers in recent years and becomes a research priority in health care. In response, this paper adapts the TSR entities and wellbeing framework to systematically review healthcare quality research on Muslim consumers. The purpose of this paper is to identify research gaps and provide directions for future research, aligning healthcare studies with the TSR framework.


The authors of this paper reviewed empirical papers in healthcare quality research on Muslim patients between the years 2000 and 2020. The recorded journal articles were synthesized using insights from the TSR framework. Several literature gaps were identified and future research directions were provided using the TCCM framework, in which T stands for theory, C for context, C for characteristics and M for methodology.


This paper finds studies that encompass several domains of the TSR framework including cultural and religious dimensions, service interaction and customer engagement dimensions and customer service wellbeing. Findings also reveal subject matters related to the TSR framework, which receive less attention in the healthcare literature. A number of potential avenues for theoretical extension in health care are also discussed.

Social implications

The implications of this paper are highly relevant to Muslim healthcare consumers, the healthcare system and society in general. The findings suggest inspiring changes in the healthcare ecosystem that yields a greater quality of life (health and wellbeing) for individuals and their respective communities.


This paper advances the current state of healthcare research by identifying and organizing components of TSR entities and wellbeing framework, using Muslim patients as the context. It enhances some pioneering approaches within the domain of TSR and quality dynamics and provides a holistic perspective as guidance and systematic thinking to further advancement in the field of services marketing and Islamic marketing.



Islam, S., Muhamad, N. and Leong, V.S. (2023), "Healthcare quality for Muslims: TCCM and TSR frameworks analyses", Journal of Islamic Marketing, Vol. 14 No. 3, pp. 775-798.



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