Abstract

Objectives: The aim of this study is to provide a review of opportunities and challenges to contribute to knowledge about relationship marketing ethics from an Islamic perspective. There is an attempt to precisely address these two areas in the current context of marketing. Methods: Focuses on the current state of ethics in marketing research and provides directions for future research to enhance knowledge. The authors also propose personal viewpoints regarding relationship marketing ethics from an Islamic perspective. The historical approach was used through which solutions and a critical approach to relationship marketing are developed through an authentic perspective in which the rules and principles of Islamic marketing ethics and marketing theories are used to enhance knowledge and practice. Results: The authors developed a different discipline in Islamic marketing, which is termed Islamic relationship marketing ethics. The new concept has been reviewed critically in terms of practices to determine its unique features. Conclusion: The current study is considered a starting point for future academic discussions on this discipline that can offer guidelines to improve relationship marketing practices for Muslim-dominated societies and help relationship marketing practitioners to promote Islamic values.