International Journal of Economics, Commerce and Management United Kingdom Vol. V, Issue 12, December 2017 Licensed under Creative Common Page 609 http://ijecm.co.uk/ ISSN 2348 0386 THE MOTIVATIONAL APPROACH OF RELIGION: THE SIGNIFICANCE OF RELIGIOUS ORIENTATION ON CUSTOMER BEHAVIOUR Ahmad Saif-Alddin Abu-Alhaija Putra Business School, University Putra Malaysia, Selangor, Malaysia ahmadsaifalddinyousef.phd14@grad.putrabs.edu.my Raja Nerina Binti Raja Yusof Faculty of Economics and Management, University Putra Malaysia, Selangor, Malaysia nerina@upm.edu.my Haslinda Binti Hashim Faculty of Economics and Management, University Putra Malaysia, Selangor, Malaysia haslinda@upm.edu.my Nor Siah Binti Jaharuddin Faculty of Economics and Management, University Putra Malaysia, Selangor, Malaysia norsiah_upm@upm.edu.my Abstract Most marketing studies used religious affiliation, religious commitment, and religiosity in measuring the influence of religion on customers’ attitudes and behaviors. This study sheds light on the religious orientation as another religious factor that researchers should examine its influence to provide further understanding in the existing research models on customers’ behaviors. The present study concludes that the religious orientation construct and its scale (ROS) should be used independently from other religious factors, such as, religious affiliation and religious commitment (religiosity). Keywords: religion, religious orientation, religiosity, religious commitment, customer behavior