The SC Hotels, much like Islamic finance, touches on the ‘Islamicity' of the offering, but it does not satisfy customers who are looking for product, guest experience, services, location and value for money.
In discussing the concept with marketing colleagues in Islamic finance, very few were familiar with the existence as minimal publicity, and, to many, it came across as taking advantage of Muslim's dollars and sentiments by dangling an untested product under the banner of religion.
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