A Moderation and Mediation Model for Customer Revisit Intention to Non-Halal Certified Restaurants

Abstract

This work is copyrighted by Università del Salento, and is licensed under a Creative Commons Attribuzione-Non commerciale-Non opere derivate 3.0 Italia License. For more information see: http://creativecommons.org/licenses/by-nc-nd/3.0/it/ Muslims normally choose Halal-certified restaurants, as they are obligated to eat Halal (permissible to consume) foods only. However, long-running food outlets run by non-Muslims, or restaurants without the Halal logo, or even those considered as non-Halal are still popular among Muslims. By adopting a stimulus-organism-response model, this study identified the attitudinal factors influencing Muslims to revisit restaurants with non-halal certification. Using purposive sampling and a self-administered survey questionnaire, data were collected from major shopping complexes in Kuala Lumpur and Putrajaya, Malaysia. The findings revealed that service quality and image Electronic Journal of Applied Statistical Analysis 123 positively affected attitude, and that attitude positively affected revisit intention .Attitude mediated the (i) service quality-revisit intention and (ii) image-revisit intention relationships. Meanwhile, food quality had a moderating effect on the relationship between attitude and revisit intention. The findings of this study will benefit many parties, especially restaurateurs-whether operating Halal-certified restaurants or otherwise locally and globally.