Religious Value Co-Creation As an Islamic Marketing Capability for BPRS Marketing Performance

Abstract

Introduction/Main Objectives: This article examines how market orientation may improve the marketing performance of Indonesian Islamic rural banks (BPRS) through religious value co-creation (RVCC), highlighting the role of Islamic values in strengthening customer relationships and organisational outcomes. Research Methods: An integrative conceptual review synthesised service-dominant logic, resource-advantage theory, market orientation, value co-creation, and Islamic marketing literature published from 2015 to July 2026, supplemented by seminal earlier studies.). Finding/Results: The review develops four theoretical propositions positioning market orientation as a market-sensing capability, RVCC as a value-realisation capability, and marketing performance as the proposed outcome. RVCC is represented through capable to give and capable to accept. Conclusion: The framework extends RVCC by explaining its organisational capability and mediating role in BPRS and provides a basis for future empirical validation