Travel Reference
In-Depth Information
restaurant operation when the demand for their
services increased.
Having said that, one interesting fact to divulge
is that according to an interview with JAKIM, Saad
(2014) explained that, out of 12 Chinese Muslim res-
taurants in Shah Alam, only 2 restaurants officially
applied for Halal certification. This statement then
lead to some important questions such as, does the
purported Chinese Muslim restaurants really serves
Halal food? Why does they purposely claiming serv-
ing Halal food? On what ground customers patron-
ize the purported Chinese Muslim restaurant? What
are their satisfactions towards Chinese Muslim res-
taurant? Or in other word, does Halal perception
influence revisit intention in Chinese Muslim res-
taurant? Hence, those questions coupled with scant
study done in area of Chinese Muslim restaurant
warrant some empirical investigation in particular
pertaining to customer perception of food quality
that influence customer satisfaction to revisit inten-
tion at Chinese Muslim restaurant.
Due to the less implemented Halal logo and
certification among ethnic restaurant especially
Chinese Muslim restaurant, this study will be
advantageous to them to be used as a guideline.
Therefore, this research aims to examine the rela-
tionship between customer perceptions of Halal
food quality towards their revisit intention in Chi-
nese Muslim restaurant in Shah Alam.
customers in Malaysia is quite discouraging. Syed
Marzuki et al. (2012) had stated that food quality
is a part of the Halal certification attributes. The
study also showed that the important of Halal cer-
tification signified highly valued characteristics to
promote food and beverages.
2.3
Food quality
Grunert (2005) proposed that the food quality
attributes will depend on food type and individual's
food preference itself because due to the changes
of the food attributes' formation over the time
and also the changes of consumer's mind. Thus, in
order to determine customer's perception on sig-
nificant attributes of food quality, there is essential
to link between customer's quality understandings
with quality attributes. Moreover, Peri (2006) also
proposed that an essential elements that restau-
rant must provide in order to fulfill the customer's
needs and satisfaction is food quality.
Besides that, there are many researches were
done on the food quality attributes such as food
taste, appearance of the food and their ingredients
used in order to prepare the food. Therefore, this
research applied the food quality attributes in way
by focusing on the importance of food taste, their
ingredient used and food appearance toward their
revisit intention to the restaurant.
2.4
Revisit intention
In order to revisit at the restaurant, usually cus-
tomers have their own reason such as pressure
from life of work, customers seek for quality, value
and desirable environment that can keep them tem-
porary free from stress and relax (Soriano, 2012).
Moreover, an excellent and memorable experi-
ence that received by customers from the restaurant
will form a favorable intention such as recommend-
ing the restaurant to others, spread positive word of
mouth or become a loyal customer will ultimately
lead to revisit intention (Boulding Karla, Staelin &
Zeithaml., 1993; Reichheld & Sasser, 1990).
Customer revisit intention depends on five
attributes within a restaurant which include serv-
ice quality, food quality, ambience quality, first and
last impression, and comfort level of the restaurant
(Kivela, Inbakaran & Reece, 1999). It is important
for the restaurateur to identify factors that will
form positive attitude among customers and influ-
ence their intention.
2 LITERATURE REVIEW
2.1
Chinese Muslim restaurant
According to the interviewed session with several
customers of the Chinese Muslim restaurant, they
tend to eat at the restaurant because the food is
quite healthy as the food prepare by using minimal
oil and food serve hot. The differences between
Chinese Muslim cuisines with other cuisines are the
food is less sour and spicy compared to Thai cuisine
and the food also less fat compared to Malay cui-
sine. The taste has become the attraction for their
customers as the food cook in simple method and
the children also like to eat Chinese Muslim food.
2.2
Customer perception on Halal certification
Based on Mohd Yusoff (2004), Halal certification
could be obtained when the food has been verified
as nutritious and prepared from permissible ingre-
dients in a clean and hygienic manner. JAKIM is
the department that responsible to encourage the
food operators to apply Halal certification and
ensure that their clients get the certificate (JAKIM,
2010). According to the study done by Siti Mashi-
toh, Norhayati Rafida and Alina (2013), the level
of perception towards Halal certification among
3 METHODOLOGY
As targeted in research objective, to examine the
relationship between customer perceptions of
Halal food quality towards their revisit intention in
Search WWH ::
Custom Search