Factors influencing Malaysian Muslims to patronage halal restaurants – ambience as a mediator

Authors

Tawfik Salah Mohammed Al-Nahdi, School of Management, Universiti Sains Malaysia, Penang , Malaysia
Md. Aminul Islam, Universiti Malaysia Perlis, Malaysia

Abstract

The importance of Halal Restaurants is a serious concern for all Muslims. For the Malaysian, where majority of the population are Muslims, restaurants providing halal food is important as the religion requires that Islamic principals and beliefs be upheld in all transactions. For that reason, this study tries to investigate the factors influencing Malaysian Muslims to patronage restaurants that are guided by sharia’a. This study has examined the effect of attitude, subjective norm and perceived behavior control towards the intention to patronage restaurants. Ambience was used as a mediator. A total of 250 questionnaires were distributed among customers of Halal Restaurants in Penang. Based on 184 questionnaires collected the results show that there is a relationship between attitude, Subjective Norm and Perceived Behavior Control toward the intention to patronage Halal Restaurants. It was found that Attitude, Subjective Norm and Perceived Behavior Control have a significant and positive relationship with behavioral intention to patronage halal restaurants. Ambiance was found to have mediating effect on the relationship between attitude, subjective norm and perceived behavioral control; and the customers’ intention to patronage halal restaurants in Penang, Malaysia

Keywords

Halal food, Restaurants, Ambience, Intention to patronage

DOI

https://doi.org/10.54784/1990-6587.1198

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

Recommended Citation

Al-Nahdi, T. M., & Islam, M. (2011). Factors influencing Malaysian Muslims to patronage halal restaurants – ambience as a mediator. Business Review, 6(2), 119-131. Retrieved from https://doi.org/10.54784/1990-6587.1198