Islamic Ethics and B2C Relationship Quality on Digital SME Platforms: A Systematic Literature Review Study
DOI:
https://doi.org/10.31603/conference.17294Kata Kunci:
islamic ethics, relationship quality, digital platform, systematic literature review, SMEsAbstrak
The swift expansion of digital platforms within the SME sector has reshaped business opportunities and consumer engagement. Yet, this transformation also raises concerns about sustaining trust and relationship quality in Business-to-Consumer (B2C) interactions. This study explores how Islamic ethical principles contribute to strengthening B2C relationship quality in digital SME environments. Employing a Systematic Literature Review (SLR), the research synthesizes scholarly works published across two timeframes (2000–2014 and 2015–2025) from leading academic databases. Articles were selected through a structured screening process involving identification, filtering, and eligibility assessment. Findings indicate that honesty, justice, and maslahah (social welfare) positively influence trust, commitment, and empathy in consumer relationships. Among these, maslahah emerges as the most influential factor in fostering sustainable ties between SMEs and customers. The study concludes that embedding Islamic ethics serves not only as a moral compass but also as a strategic foundation for building enduring digital business relationships. This research thus enriches theoretical discourse and provides practical guidance for SMEs in designing value-driven digital strategies.
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