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

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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.

Related collections

Most cited references 114

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The moderator-mediator variable distinction in social psychological research: conceptual, strategic, and statistical considerations.

Reuben M. Baron, David A Kenny (1986)

In this article, we attempt to distinguish between the properties of moderator and mediator variables at a number of levels. First, we seek to make theorists and researchers aware of the importance of not using the terms moderator and mediator interchangeably by carefully elaborating, both conceptually and strategically, the many ways in which moderators and mediators differ. We then go beyond this largely pedagogical function and delineate the conceptual and strategic implications of making use of such distinctions with regard to a wide range of phenomena, including control and stress, attitudes, and personality traits. We also provide a specific compendium of analytic procedures appropriate for making the most effective use of the moderator and mediator distinction, both separately and in terms of a broader causal system that includes both moderators and mediators.