Factorial Structure and Psychometric Evaluation of Islamic Retail Experiential Value Scale and Total Islamic Experience Quality
Rosidah Musa, Syaharizah Abdul Aziz
Institute of Business Excellence, Universiti Teknologi MARA
Faculty of Business and Management, Universiti Teknologi MARA
Purpose: This study attempts to examine the psychometric properties and the underlying factorial structure of the Islamic Retail Experiential Value (IREV) and Total Islamic Experience Quality(TIEQ) measurement scales in the context of a restaurant setting. Methodology: Self-administered convenience sampling method was used through 181 samples (n=181) of Muslim Urban Millennials(MUM) patrons of the Indian Muslim restaurant in Klang Valley, Malaysia. Data were analysed using Exploratory Factor Analysis (EFA) and Confirmatory Factor Analysis (CFA). Implications: The findings unveiled IREV as a multidimensional scale consists of four quadrants of experiential value, namely, Social, Islamic, Service Excellence and Playfulness. The empirical data fit our first-order model indicating a high level of reliability, convergent and discriminant validity. The second-order model also shows an acceptable model fit. To test the nomological validity, a structural model was developed to examine the relationship on Total Islamic Experience Quality (TIEQ). The result enriches the existing literature on Muslim customer behaviour and provides practical implications for restauranteurs. The originality: This study is the first to validate and refine the Islamic value dimension and spiritual emotion in the restaurant setting. This study serves as a modification to the conventional typology of Experiential Value Scale (EVS) and Mehrabian & Russell (1974) emotional states theory.
Keywords: Experiential value, Islamic value, Muslim millennial, Spiritual emotions, Total experience