Driving customer loyalty in the Malaysian fast food industry (original) (raw)
Related papers
2019
Religion is the thing that most influences a person's or community's social decisions, this is based on their adherence to the religion they profess. In various parts of the world, every Muslim will use halal concepts in their daily lives. The decision to buy and use a product is one of the social decisions that are made and influenced by the religious aspects of consumers. This study wanted to examine the effect of halal logos on brand loyalty mediated by, satisfaction, and trust. This study is a survey research that can be classified into associative / relationship research. The sampling technique uses Non-Probability Sampling with a Purposive sampling technique. Keywords: Halal logos, Brand loyalty, Satisfaction, Trust
The Perception of Malaysian Consumers on the Importance of Halal Logo in Their Purchasing Decision
Often the perceptions of Muslim consumers are taken for granted by the Muslim producers and they assume the product will be acceptable among Muslims. Hence, this paper looks into the perception of Muslim consumers in Malaysia on how important has the presence of halal logo on the packaging of food and beverages (F&B). Further, this study investigates how these consumers " perceptions affect their purchasing decision. A total of 1000 sets of self-administered questionnaires were randomly distributed among consumers throughout Malaysia. To achieve the stipulated objectives, the simple mean analysis and factor analysis were performed. The findings revealed that indeed the respondents were very concerned about the halal status of their food, exemplified through the presence of halal logo on the packaging and they were willing to spend more as long as the food are assured halal.
Halal logo and consumers' confidence: what are the important factors?
2008
The food consumed by Muslims must meet the Islamic dietary code called Halal. Halal is an Arabic word meaning lawful or permitted. Muslim consumers are found to be very concerned about the Halalness of the foods they consume. The recent Halal food crises and its diffusion through the media in Malaysia had as consequence, in general, reduced public confidence, and of the Muslims in particular, in the products that they purchase. The lack of enforcement in the monitoring of the Halal food products has caused consumers to query the validity on the products or services claiming to be Halal. These public outcries have triggered the interest of researchers to study the level of confidence on the Halal food products and the logo which is associated with it. This paper aims to assess consumers’ confidence relating to Halal logo on food products and the factors that can help to enhance the level of confidence among the Muslim consumers in Malaysia. A total 600 respondents were interviewed vi...
UNDERSTANDING THE ABSTRACT AND PSYCHOLOGICAL CONCEPTS OF BRAND LOYALTY FOR HALAL MARKET INDUSTRY
— The existence of global Halal food market makes the study of brand loyalty is inevitable. Several Muslim countries had expressed their intentions to become the primary trading hub for the international Halal food industry. Thousands of Halal firms are now operating under different brands creating competition just like any other market industries. The Halal market has one common objective which is Syariah compliance involving food policy makers, governments, universities to discuss standardization and certification framework involving brands. This paper is about managing brands for the Halal market industry dealing specifically with brand loyalty issues. Brand loyalty is an abstract concept which is potentially applied to products, services or organisations/ institution like retail and food industries. Being an abstract concept, brand loyalty can be interpreted in many different ways and difficult to define alone. Brand loyalty is not only abstract but psychological in nature involving behaviour and attitude. Not surprisingly, brand loyalty can be attitudinally visualised in terms of beliefs towards a brand involving perception, understanding and thoughts towards a brand or conceived in terms of feeling involving liking and devotion towards a brand.
Halal Logo and the Confidence Level of Malaysian Customers On Indonesian Halal Certified Products
Academy of Entrepreneurship Journal, 2021
The main objective of this study was to determine the influence of halal logo, devoutness, awareness and marketing on the confidence level of Malaysian customers in Sarawak Malaysia for Indonesian Halal certified products. To achieve the objective of this study four-research hypotheses were constructed. Primary data were gathered through structured survey form. The measurement scale was measured though six point Likert Scale. A total of 500 feedbacks involved in this study, and the respondents were selected through purposive sampling technique. Empirical findings reported that halal logo appeared as insignificant contributor while devoutness, awareness, and marketing seemed as significant predictors with confidence level of customers in Sarawak, Malaysia. Findings of this study highlight what matters for foreign halal certified products to be accepted. This study suggests, future studies can be conducted in other states of Malaysia to examine the confidence level of Malaysian customers for neighbouring halal industry.
Customer Awareness and Behavior Intention Towards the Use of Halal Logo on Restaurants
The Winners, 2011
The trend of eating out leads the food service industry to the needs of managing customers and making sure that all their needs and preferences can be fulfilled. The certification and recognition of establishment also becomes the in thing in hospitality industry, which includes the certification of halal, HACCP, and ISO. Establishment with certification is useful as a marketing strategy to attract more customers. This study discusses the level of customer awareness of towards the halal logo used in some restaurants which is carried out to give evidence to restaurant operators regarding the importance of attaching the genuine halal logo in their restaurant. From the findings, it is showed that customers are do aware of the use of halal logo on restaurants. It is also a factor in choosing a restaurant. It is concluded that halal logo is one of the main factors for customers in choosing restaurants which in return can be a main strategy to attract and retain more customers in the futur...
The Role of The Country's Image and Halal Branding Constructs in Influencing Repurchase Intentions
European Journal of Molecular and Clinical Medicine, 2020
The number of Muslims in the World is the second largest after Christianity, and in Indonesia, Islam is the majority religion of its population. In choosing a product to consume, Muslims have special considerations and adapt it to the provisions of their religion, or what is called of halal. Even so, not many scientific studies that have explored the role of the halal brand which is very identical with Muslims. This study tried to do the same thing with previous research conducted by Ali A et al. (2018) to seek answers to the halal brand relationship with repurchase intentions from consumers in Indonesia. On the other hand, this research also seeks to see the influence of the Country Image which is the producer of the consumed product. This study was tested on 252 respondents who were consumers of several Ramen Restaurants in Jakarta, Indonesia from March to May 2020. Then, all data obtained were processed using LISREL 8.51. The findings of this study reveal that the state's image is deemed not to have a significant effect either directly or indirectly on repurchase intention. Besides, two other variables, namely halal brand image and halal brand satisfaction also do not have a significant effect on repurchase intention.
2021
Purpose-This paper aims to determine the effects of halal logo on ready-to-eat meals toward purchase intention of non-Muslim consumers in Bangkok. The factors are halal awareness, halal logo and attitude, which are important factors in affecting the intention of consumers. Research methodology-Data were collected via a questionnaire with a sample of 230 non-Muslim consumers in Bangkok with nonprobability sampling, convenience and snowball sampling method. Results-According to the research results, all factors positively impact non-Muslim consumers' purchase intention towards ready-to-eat meal with the Halal logo. Additionally, the research found that non-Muslim consumers have positive attitudes and awareness of the Halal logo similar to those of the Muslim consumers. Although the study focuses on non-Muslim consumers, most of the respondents who participated in the research were Buddhists. Research limitations-The respondents were only limited to Thai nationality in Bangkok. The focus was only on Halal's four variables: Halal awareness, Halal logo, attitude, and purchase intention. Recommendation-This research can support marketing to leverage the understanding of the Halal concept in the food industry to attract Muslim and non-Muslim consumers in domestic and international markets.
The influence of halal awareness and halal certificate on purchase intention through brand image
Halal Development: Trends, Opportunities and Challenges, 2021
The aim of this study was to determine the direct effect of halal awareness, halal certificates, and brand image on consumer purchase intention. This research used an explanatory design, which distributed questionnaires by using a purposive sampling method and obtained 152 responses from students in Malang, East Java, Indonesia. The findings indicate that halal awareness, halal certificates, and brand image influence consumer purchase intentions. Furthermore, halal awareness has also been shown to have an indirect effect on buying interest through a brand image. The conclusion of this study is beneficial for halal product marketers as a reference to pay more attention to the importance of the existence of halal certificates in marketing products.
Sosyal mucit academic review, 2022
Consumers living in Muslim countries often do not pay attention to the halal logo as they think that the products in their own countries meet the halal requirements. However, Muslim consumers are highly susceptible to purchasing halal products when they go to a non-Muslim country. The halal logo makes it easier for consumers who have this sensitivity to choose halal products. At this point, it is wondered whether the halal logo is effective in the purchasing behavior of Muslims in different Muslim countries. From this point of view, in this study, it is aimed to fill the gap in the literature by investigating the attitudes and behaviors of Muslim consumers towards products with halal logo when they go to another Muslim country. For this purpose, the halal logo knowledge, awareness and attitudes, and halal logo product purchasing behaviors of Muslim international students coming to Turkey, a Muslim country, for university education were examined. The research model developed for this purpose was created by utilizing the knowledge, attitude and practice (KAP) model. Within the scope of the study, data were collected from 396 international students through an online questionnaire using convenience sampling method. The obtained data were analyzed using structural equation modeling (SEM). The investigation revealed that halal logo awareness and attitude toward halal logo products significantly affect halal logo product purchasing behavior. However, information about halal logos is unlikely to have a significant and beneficial effect on the halal logo product purchasing behavior.