Exploring Islamic Brand Experience Through Focus Group: Case Study on Airlines Industry in Malaysia

Abstract

Positive brand experience is important to the survival of any company as it leads to brand loyalty. Muslims account for 23 % of the world’s population and are expected to grow by 35 % to be 2.2 billion in 2030. As such, companies who target Muslims should provide brand experiences that are expected and tolerated by Muslims. This paper discusses the procedures and findings from focus group discussions intended to identify the determinants of Islamic Brand Experience in the airlines industry in Malaysia. Two groups were formed based on the religious status of Muslims and Non-Muslims, comprising ten participants per group. The focus group interviews were audiotaped, videotaped, transcribed, and translated. The participants from both groups were given structured questions, and the discussions were moderated by an experienced interviewer. The findings revealed, Muslim participants prefer the airlines operating in Malaysia to provide Shariah-compliant experiences such as banning of alcohol beverages onboard, reciting of prayer during every takeoff and landing, preferred flight attendants to wear modest uniform. Meanwhile, the Non-Muslims preferred the spirituality practices not to be openly announced on the public announcement during the flight. They would rather have their privacy in reciting their prayer. The challenges to the rigor of the research findings created by these methodological issues are considered.