To read the full version of this content please select one of the options below:

Measuring level of market orientation for an Islamic microfinance institution case study of Amanah Ikhtiar Malaysia (AIM)

Soheil Kazemian (Accounting Research Institute (ARI), Faculty of Accountancy, Universiti Teknologi Mara (UiTM), Shah Alam, Malaysia)
Rashidah Abdul Rahman (Accounting Research Institute (ARI), Universiti Teknologi Mara (UiTM), Shah Alam, Malaysia)
Zuraeda Ibrahim (Accounting Research Institute (ARI), Faculty of Accountancy, Universiti Teknologi Mara (UiTM), Shah Alam, Malaysia)

Qualitative Research in Financial Markets

ISSN: 1755-4179

Article publication date: 10 November 2014

Abstract

Design/methodology/approach

This study aims to evaluate the current practices conducted based on in-depth interviews with 16 Amanah Ikhtiar Malaysia (AIM) medium-level managers who were selected randomly, including branch managers and operational officers. All of the interviewees have two characteristics; they face customers directly and influence their decision-making.

Findings

Based on the findings of this study, AIM has a high level of customer orientation and inter-function coordination and a middle level in competitor orientation.

Originality/value

This paper initially presents the definition of a unique concept, namely, Islamic market orientation, which is defined based on the incorporation of Islamic concepts and market orientation by discussing the characteristics of Islamic market-oriented organisations. Then, an empirical discussion for evaluating market orientation in a microfinance provider is presented. The paper uses the synthesis of different real positions for developing discussions on whether AIM is following market orientation strategies, and, if so, at which level it is located from each dimension’s point of view.

Keywords

Citation

Kazemian, S., Abdul Rahman, R. and Ibrahim, Z. (2014), "Measuring level of market orientation for an Islamic microfinance institution case study of Amanah Ikhtiar Malaysia (AIM)", Qualitative Research in Financial Markets, Vol. 6 No. 3, pp. 258-277. https://doi.org/10.1108/QRFM-08-2013-0026

Publisher

:

Emerald Group Publishing Limited

Copyright © 2014, Emerald Group Publishing Limited