Title: COVID-19 and Islamic doctrine: service marketing opportunities to address mental health

Authors: Mohammad Mominul Islam; Asifa Reza

Addresses: Faculty of Business Administration, EXIM Bank Agricultural University Bangladesh, Sagor Tower, Holding No. 69-69/1, Boro Indara Moor, Chapainawabganj – 6300, Bangladesh ' EXIM Bank Agricultural University Bangladesh, Sagor Tower, Holding No-69-69/1, Boro Indara Moor, Chapainawabganj-6300, Bangladesh

Abstract: The purpose of this study is to highlight the Islamic doctrine to address mental health issues people have been experiencing since the onset of COVID-19, and how Islamic doctrine might be in use in the other domains of service marketing. The work has galvanised a qualitative research approach in line with the Islamic principles to undermine the negative consequences of psychological distress. By identifying the most common psychic pains during the COVID-19 pandemic, Islamic principles have been cemented to offer a viable approach and remedy for mental wellbeing. Besides, the teachings of compassion, patience, faith in times of hardship, healing properties of black cumin, honey and ZamZam water are the constituents of Islam that are amenable to address COVID-19 related psychological distress. Religious allegiance with the light of hope equips individuals also might help circumvent any psychological distress resulting in the Islamic counselling in the Islamic service marketing.

Keywords: COVID-19; Islamic principles; the Qur'an; mental health; psychology; service marketing; Islamic counselling.

DOI: 10.1504/IJIMB.2021.117591

International Journal of Islamic Marketing and Branding, 2021 Vol.6 No.1, pp.1 - 13

Received: 05 Jan 2021
Accepted: 25 Feb 2021
Published online: 14 Sep 2021 *

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