A moderation and mediation model for customer revisit intention to non-Halal certified restaurants

Muslims normally choose Halal-certified restaurants, as they are obligated to eat Halal (permissible to consume) foods only. However, long-running food outlets run by non-Muslims, or restaurants without the Halal logo, or even those considered as non-Halal are still popular among Muslims. By adopting a stimulus-organism-response model, this study identified the atti- tudinal factors influencing Muslims to revisit a restaurant. Using purposive sampling and a self-administered survey questionnaire, data were collected from major shopping complexes in Kuala Lumpur and Putrajaya. The find- ings revealed that service quality and image positively affected attitude, and that attitude positively affected revisit intention. Attitude was also found to mediate the relationship between service quality and image, and service qual- ity and revisit intention. Meanwhile, food quality had a moderating effect on the relationship between attitude and revisit intention. The findings of this study will benefit many parties, especially restaurateurs—whether operating Halal-certified restaurants or otherwise—locally and globally.

穆斯林通常会选择清真认证（Halal）餐厅，因其仅可食用符合清真（Halal，即可合法食用）标准的食品。然而，由非穆斯林经营的老牌餐饮门店、未张贴清真标识的餐厅，乃至被认定为非清真的场所，仍受穆斯林群体青睐。本研究采用刺激-机体-反应（Stimulus-Organism-Response, SOR）模型，明确了影响穆斯林群体复购餐厅的态度类影响因素。研究采用目的抽样（purposive sampling）法，并通过自填式调查问卷（self-administered survey questionnaire），在吉隆坡与布城的主要商业综合体收集研究数据。结果显示，服务质量与餐厅形象对顾客态度存在正向影响，而顾客态度对复购意向亦存在正向影响。同时，研究发现态度在服务质量与餐厅形象、服务质量与复购意向的关系中起到中介作用。此外，食品质量在顾客态度与复购意向的关系中发挥调节作用。本研究结果可惠及多方主体，尤其是全球各地的餐饮经营者——无论其餐厅是否拥有清真认证。