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Modelling Muslims’ revisit intention of non-halal certified restaurants in Malaysia

Firdaus Firdaus Halimi (Faculty of Business, Economy and Social Development, Universiti Malaysia Terengganu, Kuala Terengganu, Malaysia)
Serge Gabarre (College of Arts and Sciences, University of Nizwa, Birkat Al Mawz, Sultanate of Oman)
Samar Rahi (Hailey College of Banking and Finance, University of the Punjab, Lahore, Pakistan)
Jassim Ahmad Al-Gasawneh (Faculty of Business, Marketing Department, Applied Science Private University, Amman, Jordan)
Abdul Hafaz Ngah (Faculty of Business, Economy and Social Development, Universiti Malaysia Terengganu, Kuala Terengganu, Malaysia)

Journal of Islamic Marketing

ISSN: 1759-0833

Article publication date: 14 June 2021

Issue publication date: 30 November 2022

668

Abstract

Purpose

The purpose of this paper is to extend the theory of planned behaviour (TPB) to identify the factors influencing Muslim customers’ intention to revisit non-halal certified restaurants.

Design/methodology/approach

A purposive sampling method was applied. Self-administered survey questionnaires were distributed around shopping malls in Kuala Lumpur, Putrajaya, the Northern region and the East Coast of Malaysia. From 601 questionnaires collected, only 578 questionnaires were satisfactory. SMART-PLS 3.3.2. was used to analyse the data for this study using a structural equation modelling approach.

Findings

The findings confirmed that price fairness and food quality positively influenced attitude perceived behavioural control and food quality affecting the customers’ intention to revisit non-halal certified restaurants. Subjective norm was found to be an insignificant factor towards revisit intention. In addition, the attitude was found to mediate the relationship between price fairness and revisit intention and between food quality and revisit intention. Trust was highlighted as moderating the relationship between attitude and revisit intention.

Practical implications

The findings of this study will primarily benefit food premises, whether halal-certified or otherwise.

Originality/value

The study extends the TPB with food quality and price fairness to identify the factors of revisit intention for the non-halal certified restaurant among Muslim consumers in Malaysia. The study shows the mediating effects of attitude for the relationship between food quality and price fairness towards revisit intention. On top of that, the study also included the moderating effect of trust on the TPB. The findings also enrich the literature on the non-halal certified context.

Keywords

Citation

Halimi, F.F., Gabarre, S., Rahi, S., Al-Gasawneh, J.A. and Ngah, A.H. (2022), "Modelling Muslims’ revisit intention of non-halal certified restaurants in Malaysia", Journal of Islamic Marketing, Vol. 13 No. 11, pp. 2437-2461. https://doi.org/10.1108/JIMA-01-2021-0014

Publisher

:

Emerald Publishing Limited

Copyright © 2021, Emerald Publishing Limited

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