Perceived quality association as determinant to re-patronise Shariah-compliant brand restaurants

Abstract

Purpose The purpose of this paper is to investigate the relationship between perceived quality association and purchase intention to re-patronise Shariah-compliant brand restaurants among Muslims in Malaysia, particularly in the Klang Valley. Design/methodology/approach By purposive sampling, the researcher focused on particular characteristics of a population that are of interest that are best to answer the questionnaires and have a specific type of people who can provide the coveted information. By using a self-reporting questionnaire, data from 531 respondents were obtained and analysed using structural equation modelling-partial least square. Findings The results showed that perceived quality association has significant and positive influences on intention to re-patronise Shariah-compliant brand restaurants. Atmospheric ambience, food taste, value for money and service personnel were indicators of perceived quality rather than characterising the content of perceived quality. Amongst the four indicators, service personnel were the most important elements for the perceived quality association and were followed by food taste. Delicious food at a reasonable price was the third criterion that is prioritised by consumers in choosing restaurants. Moreover, the atmospheric factor loading showed the lowest among the three dimensions because atmospheric ambience was the last choice when consumers re-patronise Shariah-compliant brand restaurants. Therefore, it is important for Shariah-compliant brand restaurants to concentrate on service personnel aspect and food taste in formulating their marketing strategies to sustain their competitive advantage. These insights could be used to overcome the challenges of purchase intention of Shariah-compliant brand restaurants. Research limitations/implications The first limitation is that the data for this paper were gathered from casual dining sit-down restaurants in Malaysia, especially in the Klang Valley. Thus, the findings may not be generalised to other types of restaurants. There are various types of restaurants in Malaysia; thus, the outcomes might be not similar to this research. Second, it was found that several respondents asserted that the topic of this paper is sensitive in nature, even for Muslim consumers. Thus, the researcher had to clarify the reasoning of the paper and the definition of Shariah-compliant brand restaurants despite the definition has been written on the first page of the questionnaire. Originality/value Measuring service quality by making comparisons between the customers’ expectations and the perceived performance has received much attention from both researchers and marketers. The importance of perceived quality originates from its beneficial impact on purchase intentions. This paper represents the perceived quality association as a second-order reflective model consisting of four dimensions: atmospheric ambience, food taste, value for money and service personnel, and these dimensions must be highly correlated. Buying patterns of food consumption vary between individual, from culture to culture, society to society and country to country. In managing Shariah-compliant brand restaurants, the production and food process should be governed by specific rules in Shariah. By giving real information and no false promise, the Shariah-compliant brand restaurants will gain welfare and consumers’ trust to purchase.

Consumer quality management for beverage food products: analyzing consumer’ perceptions toward repurchase intention

“…An example of the item is "If I see the product packaging is useable to decorate my house, I bought it". PT comprised of 3-items TQM 36,2 has been taken from the study (Yusof et al, 2020) and the example item is "I believe in taste of the product when I use it". RI comprised of 5-items has been found from the study of Kim et al (2012).…”

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

“…Khan and Khan (2019a, 2019b) stated that non-halal certified restaurants serving international cuisine attracted many Muslim customers due to the growing popularity of international cuisine. A non-halal certified restaurant manager revealed that using Muslim staff positively influenced the restaurant’s perceived image among Muslims, thus increasing the restaurant’s attractiveness to Muslim customers (Rosnan et al , 2015) which may affect the customers’ intention to return (Mohd Yusof et al , 2020). In addition, Muslim customers were found to assume that non-halal certified restaurants served halal food based on cues such as “Pork-Free” signs and the presence of Muslims at the premises (Khan and Khan, 2019a).…”

Consumer Behavior and Factors that Influence Consumption and Customer Satisfaction

“…Perceived quality can be assessed around the product, atmosphere and service. Consumer experience [28] attributes quality-related characteristics have been analyzed through variables such as (1) atmosphere, (2) quality in relation to service, (3) quality in relation to product, and (4) quality in relation to attributes [4], [28], [37], [55]. Regarding quality of service, the behavior of workers with both functional and personal customers specifically has also been analyzed [5].…”

“…Conducting a study on coffee shops, Alan et al [4], analyzed the cognitions related to the service experience, and how they respond with regards to loyalty, by conducting surveys and considering the monetary value as part of the study. The value for money has also been relevant in various studies [55].…”