Halal logo and Loyalty of Muslim Consumers: Reflection for Kopitiam Owners
Rohani Mohd, Badrul Hisham Kamaruddin, Anizah Zainuddin, Azimah Daud, Rozita Naina Mohamad
Faculty of Business and Management, Universiti Teknologi MARA
Abstract
This study proposed to measure the level of loyalty of Muslim consumers in Kopitiam restaurants. As such, 250 questionnaires were administered to 250 of the consumers who visited the restaurant located in Klang Valley. The survey instrument measuring loyalty was adopted and adapted from past studies. The data was analyzed by using Rasch analysis. The findings revealed that generally, the level of loyalty towards Kopitiam was moderately high as indicated by the loyalty ruler whereby the majority of the respondents were at high logit of the ruler. Specifically, those who were found to be very loyal were those who perceived the halal logo as being true or original. The implications of the findings to owners of Kopitiam restaurants were provided.
Keywords: Halal certification logo, Kopitiam, restaurant loyalty, Muslim consumers, Absolute consumer experiential value
