Penggunaan Landskap Perkhidmatan di Premis Makanan dan Implikasinya Terhadap Industri Halal di Malaysia

(The Use of Servicescapes in Food Premises and Its Implications on the Halal Industry in Malaysia)

Abstract

The halal industry in Malaysia has expanded significantly, particularly in the food sector, where certification by the Department of Islamic Development Malaysia (JAKIM) plays a vital role in ensuring halal integrity. Despite this, there are Muslim consumers continue to patronize food premises without valid halal certification. This situation raises the possibility of inadvertent consumption of forbidden (haram) or doubtful (syubhah) products. In such contexts, the servicescape is believed to influence consumer perception and decision-making. This article explores the concept of the servicescape and how it can either support or contaminate halal assurance by shaping consumer perceptions. Through a qualitative literature review, the study identifies two types of servicescape: physical and social, each encompassing various influencing elements. The study also reveals how these elements influence consumers’ trust and decision-making, especially in the absence of visible halal logos. Findings indicate that servicescape may mislead Muslim consumers by projecting a halal image which is not grounded in official certification. The study underscores the importance of Muslim consumer discernment by prioritizing food premises that display the official halal logo and calls for greater reliance on certified premises to uphold the credibility of the halal industry.