Islamic Perspective in Consuming Quality Product
Abstract
Consumerism is an important aspect and the nearest thing with daily human life that is needed to be addressed to achieve the goals of good in the world and the hereafter for all human especially for Moslem who has been handled by Al-Qur’an and Sunnah. The purpose writing this article is to discuss a topic “Islamic Perspective in Consuming Quality Product” related to consumer behaviour and Islam views to give more understanding and awareness about consuming good quality product by using literature review from main sources of Islam, previous researchers, and discussion. The findings of this article are quality products occupy an equally important position in Islam as well as in human life on the consumption of a product viewed from how perspective the Islam, its advantages, and the intentions given by that person.
Keywords: Quality product, Consumer behaviour, Islamic perspective, Consumption
Introduction
Quality is part and parcel of human life in order to largely measurement of anything. This word become buzzword these days and many people talk about quality since they know the adverse will happen due to error of its quality, increase quality of life in self-improvement, quality of public health, quality control and management, quality tested of goods, quality food, and so on, virtually people have high interest to get something which is good. For example, for the results, usually keep the quality as the desired end result. At the end of every year, usually people or companies, will calculate: what has been done this year and what improvements can be done next year. The person or company evaluate the performance that he got and see the quality of its performance is where a more difficult goods achieved compared with the performance itself. In this case it can be seen that quality is ultimately a reference to the achievement of performance itself. Another example, in consuming something will refers to quality product which is also have expectation when they consume quality product that renders fulfill that good as they expected. Quality becomes something to be expected at the beginning and the end result. In this discussion generally will discuss the expected quality in the beginning that gives good results, in the end, especially discussing the consumption of quality products and its Islamic perspective.
Discussion
Quality is generally defined as the most favourable conditions, ideal, conforms to the requirements specified and to the satisfaction of all parties. Nevertheless, few understand the true meaning of the word quality and fewer still are able and willing to put quality in its true perspective in the changing context of the liberalization and globalization where the national boundaries for freer trade and commerce are slowly, but surely, breaking down. In the olden times, quality has a simple definition - a product or service should fit the purpose for which it was intended. For example, a part should fit another part without much effort. But nowadays. In addition, Evans and Lindsay (2007) argued the notion of quality evolves to become no longer universal along with the growth and maturity of the profession. According to a study asking about the definition of quality to the manager of 86 companies in the eastern part of the United States that produced several answers which are related to customer satisfaction, product design and operating performance. The notion of quality that remains popular today, which is based on consumer guidance, is that quality meets or exceeds consumer expectations.
Obviously, the meaning of quality in Islamic perspective decidedly different from the usual meaning given by Western researchers. In Islamic, the views of quality as not only to productivity alone but involves questions of morality and character development which means that pursuing the pleasure of Allah s.w.t by combining the materially and spiritual reward. Dusuki (2007) in his writing said that quality is not measured by rating scales of human or “utilitarian” but also depends on the condition and measurement of the pleasure of Allah. The term “quality” from an Islamic perspective is very closely associated with the concept of blessings (Salleh, 2003). Another study gives the specific explanation about quality as the ability to meet customer requirements in terms of standards that have been set in terms of production. He also added the services offered must be included with ethical values such as courteous, punctuality, speed and accuracy with no defects ( Kamri, 2008).
Beside that, another author also explained about this, Afzal al-Rahman (1991), the standard of purity is one of the important aspects of consumption. He concluded that Islam argues its followers to only use items that are pure and good. In addition, he also stated his opinion that all words referring to the good products as stated in the Quran means every matter that brings pleasure and joy to the consumer is subjected to the limitations of law. In this case, Hassan (1995 ) explained that Islam views quality as a process that brings positive changes towards excellence in every human effort as our prophet words:
”Narrated Syaddad bin Aws: the two of Allah’s Apostle (PBUH)that I’ve taken care if has said: “Verily, Allah commands excellence in all things...”
Moreover, Mat and Ghani have talked about the importance of quality based on the hadith of the prophet, which means:
“Verily, Allah loves us when we do things with itqan.” (Hadith Narrated by Baihaqi)
Islam emphasized the importance of quality and treasured it more than the quantity, because the good quality-from peoples and from deeds-even if it is small in quantity, its effect will be great. Also, the large quantity without good quality has very little effect if any. We have to filter which one is good and which one is bad that have to leave because the most number does not guarantee the truth. If we look into the Qur’an, we will find many verses in which Allah scolds the large majority of people, because this majority was from those who do not think, or do not know, or do not believe, or do not give thanks. It is the clear word of Allah s.w.t:
"But most of them (mankind) have no sense." (Surah Al-Ankabut: 63),
"But most of the mankind don’t know" ( Surah Al-Araf: 187), "But most of the mankind don’t believe." ( Surah Hud: 17),
"But most men don’t give thanks." (Surah Al-Baqarah: 243),
Allah (S.W.T.) also said to his prophet Muhammad (S.A.W.) and to every believer till the Day of Judgment in Surah Al-Ana’am, (verse 116), what can be translated as,
"And if you obey most of those on earth, they will mislead you far away from Allah’s Path."
Thus, the majority of people are not with the truth, and this is an important fact which confirmed by the Qur’an. In consuming, majority people do not consider their quality even virtually it gives the good impact, safe, reliable, and long-lasting. Cruz ( 2015), using quality products gives the safety and product quality is not only beneficial to these customers but also advantageous to the manufacturing industry. It should be clearly understood that quality is an attitude of mind and a way of life where “excellence is a journey, not a destination.” Personally, I put this thought as my principle in way of life to what I get is coming from the optimum what I do especially in consuming I put high priority to give the best to myself. Besides that, Maqasid al-Shariah, as the fundamental for the best life, strengthens of mind to give the best. Literally, the Maqasid al-Shariah can be defined as a whole for shariah purpose or a point. It is aimed at the purpose of the prohibition that is able to produce maslahah (kindness) to the people and to prevent harm. Maqasid syari'ah as agreed by the scholars is to maintain five very vital aspects of human life. The five aspects are to preserve religion (hifz al-din), soul (hifz al-nafs), intellect (hifz al-aql), heredity (hifz al-nash) and wealth (hifz al-mal). Whereas the relationship between maqasid and Malahat is a symbiotic relationship.
President of Malaysian Islamic Youth Forces (ABIM), Amidi Abd Manan in an interview by Selangor Journalist now, Hafizan Taib said Maqasid Syariah is a perimeter of the quality of society. For example, for hifz al-nafs (self-preservation), which is related is the quality of health services. It's not just life-threatening from the threat of murder but should be seen from healthcare glasses through all means and efforts. Food quality, for example, is also contained in self-preservation. Therefore, consuming quality product is the way to fill the fundamental for the best of life. The way to keep life in Islam by eat the forbidden only for necessity mentioned in Qur’an:
“While He has explained to you in detail what is forbidden to you, except under compulsion of necessity?” (Surah Al an’am :119)
Eating, drinking, clothing and housing:
“O Children of Adam! Take your adornment (by wearing your clean clothes), while praying and going round (the Tawaf of) the Ka'bah, and eat and drink but waste not by extravagance, certainly He (Allah) likes not Al-Musrifun (those who waste by
extravagance).”[Surah Al- A’raf :31]
The consumer perception in quality product is influenced by many factors, Agyekum et al ( 2015) found that consumers have different ideas or perception on the product quality based on their ages, income levels, and, educational background and this goes a long way to influence them on the criteria used in determining the quality of product when making a purchase. In this study, limitation and scope of this topic obviate those factor while determining their purchasing to consume, just to know the intention while all those are not arising.
Many things about quality always take precedence over our daily lives. Rice is not falsified, the transport is safe and reliable, the food we consume does not contain harmful substances and others. All these assumptions will become chaotic if something goes wrong. For example, an unscrupulous trader mixes harmful substances in cooking. Oil that turns deadly and leads to serious illness or death. Air travel is generally safe but small pilot errors can be disastrous with tragically hundreds of passengers. As such, we have taken quality as being reliable and safe in whatever activity we are involved. Taken, for example, sports equipment that we exercise. If a minor problem exists unnoticed, then someone sometime is bound to face a serious injury. In these days of technological inventions, supposed to improve the quality of life, quality is given a high degree of importance as one mistake could put an end to that invention in which millions of money have been invested. A responsible and intelligent customer always chooses a quality product and is reliable because he knows the quality of the Product/service will last as long as the customer has it, while the paid price is forgotten in a short time. It is wise to remember what W.A. Foster a few years ago:
“Quality is never an accident. It is always the result of high intention, sincere effort, intelligent direction and skilful execution. It represents the wise choice of many alternatives.”.
Therefore, from most researchers finding from literature review and discussion, the quality gained from the expectations that he created if it manifests from paying for some price, he will do beside it gives the value of 'self-esteem'. Thus, people actually have high intention to consume quality product unless nothing consideration in income as usual.
Conclusion
The quality meaning in Islamic perspective decidedly different from the usual meaning given by Western researchers. In Islamic, the views of quality is as not only to productivity alone, but involves questions of morality and character development which means that pursuing the pleasure of Allah s.w.t by combining the materially and spiritual reward while in general quality defines as the most favorable conditions, ideal, conforms to the requirements specified and to the satisfaction of all parties, in popular until nowadays define quality as meets or exceeds consumer expectations. From main sources of Islam, consuming the quality product is recommended while there are other perceptions putting quality as an attitude of mind and by consuming the quality product is one of the ways to preserve the self or hifz al nafs which means we could save our life and our self that is a trust from Allah giving us this body. We have to save it as well we can do.
References
Evans James R., Lindsay William M., 2007, An Introduction to Six Sigma & Process Improvement, Thomson South-Western, Singapore
Dusuki, A. W., 2007. Why Do Malaysian Customers Patronize Islamic Banks?. International Journal of Bank Marketing, 25(3): 142-160.
Salleh, M.S., 2003. 7 Prinsip Pembangunan Berteraskan Islam. Kuala Lumpur: Zebra Editions Sdn. Bhd, pp:75.
Afzal al-Rahman, 1991. Doktrin Ekonomi Islam. (trans.) Zaharah Salleh, v. 2. Kuala Lumpur: Dewan Bahasa Dan Pustaka, pp: 11-13.
Hassan, N.M.N., 1995. An Islamic Approach to Quality and Productivity. In Quality and Productivity, ed., Al-Habshi, S.O. Kuala Lumpur: Institut Kefahaman Islam Malaysia.
Al-Nawawi, 1994. Shahih Muslim bi-syarh al-Nawawi, Kitab al-Sayd wa al-Dhaba’ih, Bab al-Amr bi Ihsan al-Dhabh wa al-Qatl, no. Hadith 5028.
Arif, S., Ahmad. R., 2011. Food Quality Standards in Developing Quality Human Capital: An Islamic Perspective. African Journal of Business Management Vol. 5(31), pp. 12242-12248, 7 December 2011. ISSN 199308233
Cruz, Albert V., 2015. Relationship between product quality and customer satisfaction. Walden Dissertations and Doctoral Studies. Walden University. Walden University ScholarWorks.
Agyekum, Crentsil K., Haifeng, Huang,. Agyeiwaa, Amma,. 2015. Consumer Perception of Product Quality. Microeconomics and Macroeconomics
Minda Presiden. 2015. http://www.abim.org.my/profil/minda-qiyadah/item/652-kepentingan-maqasid-syariah.html Access on Friday 24 Nov 2017
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