THE MEDIATING ROLE OF CONSUMER SATISFACTION IN ENHANCING LOYALTY TOWARDS MALAYSIAN HALAL-CERTIFIED FOOD AND BEVERAGES
Main Article Content
Abstract
The certification for halal food and beverage is issued by various organisations around the world. Nonetheless, the halal certification issued by the Malaysian government is often recognised as the most trustworthy and of the greatest quality. The purpose of this research is to look into the relationships between trust, customer expectations, religiosity, satisfaction, and loyalty, with a focus on the influence of satisfaction in increasing loyalty to halal-certified foods and beverages. A survey conducted among 399 Malaysian Muslims consumers shows that the highest correlation was between satisfaction and loyalty. Satisfaction was also the highest determinant for loyalty; while trustworthiness in the institution was the highest determinant in satisfaction. This study also found that satisfaction can increase loyalty. Findings of this study implies that the certifying institution should always increase and build their reputation among consumers, although the consumers may not necessarily understand the standards and process of certification. The findings also suggest that as long as consumers are satisfied with halal food and beverages, they will be more loyal to brands that carry Malaysian halal certification.
Downloads
Article Details
References
Alam, S. S., Mohd, R., & Hisham, B. (2011). Is Religiosity an Important Determinant on Muslim Consumer Behaviour In Malaysia? Journal of Islamic Marketing , 2(1), 83-96.
Ali, A., Ali, A., & Sherwani, M. (2017). Shaping Halal Into a Brand? Factors Affecting Consumers’ Halal Brand Purchase Intention. Journal of International Food & Agribusiness Marketing, 29(3), 234-259.
Ambali, A. R., & Bakar, A. N. (2013) Halal food and products in Malaysia: People’s awareness and policy implications. Intellectual Discourse, 21(1), 7-32.
Anderson, E. W., Fornell, C., & Lehmann, D. R. (1994). Customer Satisfaction, Market Share, and Profitability: Findings from Sweden. Journal of Marketing, 58(3), 53-66.
Annabi, C. A., & Ibidapo-Obe, O. O. (2017). Halal Certification Organizations in The United Kingdom: An Exploration of Halal Cosmetic Certification. Journal of Islamic Marketing, 8(1), 107-126.
Badruldin, B., Mohamed, Z., Sharifuddin, J., Rezai, G., Abdullah, A. M., Latif, I. A., & Mohayidin, M.G. (2012). Clients’ Perception Towards JAKIM Service Quality in Halal Certification. Journal of Islamic Marketing, 3(1), 59-71.
Baron, R. M., Kenny, D. A. (1986). The moderator–mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations. Journal of Personality and Social Psychology, 51(6), 1173-1182.
Bloemer, J. M. M., & Lemmink, J. G. A. M. (1992). The Importance of Customer Satisfaction in Explaining Brand and Dealer Loyalty. Journal of Marketing Management, 8(4), 351-363.
Butt, M. M., & Aftab, M. (2013). Incorporating Attitude Towards Halal Banking in an Integrated Service Quality, Satisfaction, Trust and Loyalty Model in Online Islamic Banking Context. International Journal of Bank Marketing, 31(1), 6-23.
Coşgel, M. M., & Minkler, L. (2004). Religious Identity and Consumption. Review of Social Economy, 62(3), 339-350.
Delgado‐Ballester, E., & Luis Munuera‐Alemán, J. (2001). Brand Trust in the Context of Consumer Loyalty. European Journal of Marketing, 35(11/12), 1238-1258.
Department of National Statistics (2021). Population and Demography. Retrieved on May 15, 2021 from https://www.dosm.gov.my.
Ekinci, Y., Whyatt, G., Nam, J. (2011) Brand equity, brand loyalty and consumer satisfaction, Annals of Tourism Research, 38(3), 1009-1030.
Fornell, C., Johnson, M. D., Anderson, E. W., Cha, J., & Everitt Bryant, B. (1996). The American Customer Satisfaction Index: Nature, Purpose, and Findings. Journal of Marketing, 60(4), 7-18.
Frewer L. J., Howard J. C., Hedderley D., & Shepherd R. (1996). What Determines Trust in Information about Food-Related Risks? Underlying Psychological Construct. Risk Analysis, 16, 473-486.
Hayes, A. F. (2009). Beyond Baron and Kenny: Statistical Mediation Analysis in the New Millennium. Communication Monographs, 76(4), 408-420.
Hobbs, J. E., & Goddard, E. (2015). Consumers and Trust. Food Policy, 52, 71–74.
Jamal, A. (2003). Marketing in a Multicultural World: The Interplay of Marketing, Ethnicity and Consumption. European Journal of Marketing, 37(11/12), 1599-1620.
Jaques, T. (2015). Cadbury and Pig DNA: When Issue Management Intersects With Religion. Corporate Communications: An International Journal, 20(4), 468-482.
Jones, C., & Kim, S. (2010). Influences Of Retail Brand Trust, Off-Line Patronage, Clothing Involvement and Website Quality on Online Apparel Shopping Intention. International Journal of Consumer Studies, 34(6), 627–637.
Jungermann, H., Pfister, H.-R., & Fischer, K. (1996). Credibility, Information Preferences, and Information Interests. Risk Analysis, 16, 251-261.
Kotler, P., & Keller, K. L. (2009). Marketing Management. Upper Saddle River, N.J: Pearson Prentice Hall.
Kray, L. J., & Lind, E. A. (2002). The Injustices of Others: Social Reports and the Integration of Others' Experiences in Organizational Justice Judgments, Organizational Behavior and Human. Decision Processes, 89(1), 906-924.
Lin, C. P., Tsai Y. H., & Chiu C. K. (2009). Modeling Customer Loyalty from an Integrative Perspective of Self-Determination Theory and Expectation-Confirmation Theory. Journal of Business Psychology, 24, 315–326.
MacKinnon, D. P., Lockwood, C. M., Hoffman, J. M., West, S. G., & Sheets, V. (2002). A comparison of methods to test mediation and other intervening variable effects. Psychological Methods, 7(1), 83–104.
Maidiana, K. & Hidayat, Z (2021). Distributing Goods and Information Flow: Factors Influencing Online Purchasing Behavior of Indonesian Consumers. Journal of Distribution Science, 19(7), 5-17.
McKnight, D.H., Chervany, N.L., (2002). What trust means in e-commerce customer relationships: an interdisciplinary conceptual typology. International Journal of Electronic Commerce, 6(2), 35–59.
Mironova, A. A. (2015). Trust, Social Capital and Subjective Individual Well-Being. Sociological Research, 54(2), 121–133.
Moriuchi E., & Takahashi I. (2016). Satisfaction, Trust and Loyalty of Repeat Online Consumer Within the Japanese Online Supermarket Trade. Australasian Marketing Journal, 24, 146–156.
Munuera-Aleman, J. L., Delgado-Ballester, E., & Yague-Guillen, M. J. (2003). Development and Validation of a Brand Trust Scale. International Journal of Market Research, 45(1), 1–18.
Nguyen, T. T. M., Takahashi, Y., & Nham P. T. (2014). Determinants of Online Customer Satisfaction in an Emerging Market. A Mediator Role of Trust. International Journal of Contemporary Management, 13(1), 8-30.
Parasuraman, A., Zeithaml, V., & Berry, L. L. (1988). SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perceptions of Service Quality. Journal of Retailing, 64, 12-40.
Petts, J. (2008). Public engagement to build trust: false hopes?, Journal of Risk Research, 11(6), 821-835.
Quoquab, F., Mohamed Sadom, N. Z., & Mohammad, J. (2020). Driving Customer Loyalty in the Malaysian Fast Food Industry: The Role of Halal Logo, Trust and Perceived Reputation. Journal of Islamic Marketing, 11(6), 1367-1387.
Kamarulzaman Y., Veeck A., Mumuni A. G., Luqmani M., & Quraeshi Z. A. (2016). Religion, Markets, and Digital Media: Seeking Halal Food in the U.S. Journal of Macromarketing, 36(4), 400-411.
Rezai, G., Mohamed, Z., & Shamsudin, M. N. (2012). Assessment of Consumers’ Confidence on Halal Labelled Manufactured Food in Malaysia. Pertanika Journal of Social Sciences & Humanities, 20(1), 33-42.
Richardson, P. S., Dick, A. S., & Jain, A. K. (1994). Extrinsic and Intrinsic Cue Effects on Perceptions of Store Brand Quality. Journal of Marketing, 58(4), 28–36.
Ross V. (2005). The Determinants of Trust and Satisfaction with Drinking Water Quality. ARCWIS Working Paper.
Rousseau, D.M., Sitkin, S.B., Burt, R.S., Camerer, C., (1998). Not so different after all: a cross-discipline view of trust. Academy of Management Review, 23(3), 393–404.
Schoder, D., Haenlein, M. (2004). The relative importance of different trust constructs for sellers in the online world. Electronic Markets, 14(1), 48–57.
Siegrist, M., Cvetkovich, G., & Roth, C. (2000). Salient Value Similarity, Social Trust, and Risk/Benefit Perception. Risk Analysis, 20, 353-362.
Song, Y., Hur, W. M., & Kim, M. (2012). Brand Trust and Effect in the Luxury Brand – Customer Relationship. Social Behaviour and Personality, 40(2), 331-338.
Thakur, R. (2019). The moderating role of customer engagement experiences in customer satisfaction–loyalty relationship. European Journal of Marketing, 53(7), 1278-1310.
Veerre, E., & Shankar, A. (2011). Forgive Me, Father, For I Did Not Give Full Justification For My Sins: How Religious Consumers Justify The Acquisition Of Material Wealth. Journal of Marketing Management, 27(5-6), 547-560.
Wilkes, R. (2014). Trust in Government: A Micro–Macro Approach. Journal of Trust Research, 4(2), 113-131.
Worthington, E. L., Jr., Wade, N. G., Hight, T. L., Ripley, J. S., McCullough, M. E., Berry, J. W., Schmitt, M. M., Berry, J. T., Bursley, K. H., & O'Connor, L. (2003). The Religious Commitment Inventory-10: Development, Refinement, and Validation of a Brief Scale for Research and Counselling. Journal of Counselling Psychology, 50(1), 84–96.