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Buy Muslim’s First campaign started with the primary aim of urging the Muslim community to be more vigilant about halal or Shariah-compliant products, leading to a number of halal-related issues, triggered by the exploitation or misuse of the halal logo in Malaysia. The purpose of this study is to gain an understanding of the purchase intention for Muslim-made products by applying the theory of planned behaviour (TPB). Halal consciousness was integrated as a moderating influence on the purchase intention of Muslim-made products.

Data collection was performed through a self-administered questionnaire which was distributed through convenience sampling method. Therefore, a useful sample comprising 152 Malay Muslim participants aged over 18 was collected. For hypothesis testing, hierarchical multiple regression analysis was implemented.

It was found that the participants’ attitudes towards the purchase of Muslim-made products and their perceived behavioural control significantly influenced their purchase intention, but the subjective norm did not impact this intention. Furthermore, halal consciousness moderated the relationships among all the independent and dependent variables. Halal consciousness moderated the relationship between participants’ attitudes towards Muslim-made products and their perceived behavioural control towards the purchase intention; however, this moderation did not occur through the subjective norm and the purchase intention.

As the findings of this study were limited to the Muslim population in Malaysia, it might be difficult to generalize for other nations that have no similarities with the Malaysian Muslim culture.

The findings of this study may support Muslims to implement more effective marketing strategies that attract the target customers to purchase Muslim-made products. Effective promotion may attract potential customers as well.

The halal consciousness among Muslim consumers is important for the moderation and prediction of consumers’ intention to purchase Muslim-made products.

A new marketing definition was issued by AMA in 2007. However, the new definition has argued that marketing covers a set of activities that guide organizations to achieve their business objectives. Perhaps, exploring the new insight of service practitioners would enhance the understanding of how the new marketing definition is universally applicable, especially in a developing country. This paper seeks to focus on the issues.

The qualitative research was conducted on a sample of managers who worked in a low‐cost carrier (LCC) airline. Four managers of ten LCCs agreed to participate in the study. The interviewees had to comment on their business challenges and current practices. The researcher then classified the interviewees' comments and opinions into sub‐topics.

There are some future agenda and implications for practitioner and service marketing researchers to develop service quality in the Indonesian LCC industry. The factors are corporate image, employees' capabilities, and a strong bonding with reliable suppliers.

In the LCC industry, the combination of internal and external supplier capabilities to deliver service quality is a business strategy to gain service breakthroughs.

This is preliminary investigation to identify a new research agenda in service marketing and to improve the quality of LCC service in Indonesia.

The main purpose of this study is to explore the relationship between total quality management (TQM) practices and service quality as well as the relationship between TQM practices and market orientation.

Structured questionnaires were distributed to managers of 175 service organisations in the northern region of Malaysia; 101 were returned.

The results show that employee empowerment, information and communication, customer focus, and continuous improvement had a significant effect on service quality whereas only employee empowerment and customer focus had a significant effect on market orientation.

A wider sample can be used for any future study, which can be generalized to the service industry with multiple responses from different individuals and management levels. The same study can also be completed by including more TQM practices as well as other mediating variables like environment, culture, and control within the organization.

This study contributes significant knowledge to the service industry since there is still a lack of studies that have been done in relation to TQM in service organizations due to its origin, which is more related to manufacturing organizations. It helps towards understanding the improvement in quality efforts in service organizations in the context of Malaysian practitioners.

This study adds to the literature by bridging the gap and showing the importance of TQM practices in service organizations. It also provides some theoretical contributions to the TQM development, in relation to market orientation.