Perceived service quality and risks towards satisfaction of online halal food delivery system: from the Malaysian perspectives

Abstract

Purpose

The purpose of this study is to ascertain service quality (halal values, assurance, meal quality, reliability, security, system and traceability) and perceived risks (financial, quality, environment, social, time, psychology and health) and its influence on satisfaction, as well as trust concerning online halal food delivery system (OHFDS).

Design/methodology/approach

This study uses quantitative methodology, through an online survey, by using purposive sampling across a sample size of 423 respondents. The analysis of data was conducted using SmartPLS.

Findings

The results of the findings indicate that assurance and halal values have an influence on satisfaction, as well as trust; nonetheless, only reliability has an impact on satisfaction. On the other hand, perceived health and financial risks have negative influence on trust and satisfaction toward OHFDS. In addition, perceived psychological and financial risks are found to have negative impacts on trust of OHFDS.

Research limitations/implications

The theoretical value of this study is the testing of perceived service quality and risks concerning OHFDS in the same model, thereby contributing to a deeper understanding of its impact on trust and satisfaction toward the online food service delivery industry. The results of this study may appear as a starting point for researchers who wish to conduct further studies on the same topic.

Practical implications

This study suggests that the service providers need to boost their efforts in establishing high quality service and, simultaneously, reduce perceived risks, to develop satisfaction and trust toward OHFDS.

Social implications

The long-term consequence of the business's achievement is that it makes it simpler for customers to have confidence in, be satisfied with and recommend the service providers to others.

Originality/value

A number of research investigations have been conducted among Muslims, specifically in the Asian region, which have yielded crucial data regarding consumer behavior toward halal products, such as food and tourism. This study, nonetheless, remains close with other studies on halal food, except that it adds together the knowledge of perceived quality and risks, as to gain a deeper understanding of the experience customers have on food, through online service delivery.

Citation

Osman, I., Omar, E.N., Ratnasari, R.T., Furqon, C. and Sultan, M.A. (2024), "Perceived service quality and risks towards satisfaction of online halal food delivery system: from the Malaysian perspectives", Journal of Islamic Marketing, Vol. 15 No. 9, pp. 2198-2228. https://doi.org/10.1108/JIMA-06-2023-0176