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

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.