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Abstract
The objective of this study is to investigate the factors that affect Muslim customers' satisfaction and loyalty in Yogyakarta, Indonesia. Customers of restaurants in Yogyakarta are all Muslims. Non-probability sampling was administered to collect data and total of 120 questionnaires were collected. Questionnaires were delivered directly to the target respondents both in person and online by employing a Google form. The Statistical Equation Modeling (SEM) statistical analysis tool, available in IBM® SPSS® Amos, was administered to determine the data. The study's findings demonstrate that customer satisfaction is positively and significantly influenced by product quality, service quality, and halal certification. In addition to that, customer loyalty is significantly influenced by customer satisfaction. Customer loyalty is directly impacted by factors such as product quality and service quality, but halal certification does not possess a positive or significant direct impact on loyalty. Halal assurance must pass through the satisfaction intervening variable before having an impact on loyalty.
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References
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- Bichler, B. F., Pikkemaat, B., & Peters, M. (2021). Exploring the role of service quality, atmosphere and food for revisits in restaurants by using a e-mystery guest approach. Journal of Hospitality and Tourism Insights, 4(3), 351-369. https://doi.org/10.1108/JHTI-04-2020-0048
- Bihamta, H., Jayashree, S., Rezaei, S., Okumus, F., & Rahimi, R. (2017). Dual pillars of hotel restaurant food quality satisfaction and brand loyalty. British Food Journal, 119(12), 2597-2609. https://doi.org/10.1108/BFJ-07-2016-0344
- Dhisasmito, P.P. & Kumar, S. (2020). Understanding customer loyalty in the coffee shop industry (A survey in Jakarta, Indonesia). British Food Journal, 122(7), 2253-2271. https://doi.org/10.1108/BFJ-10-2019-0763
- Dinar Standard (2022). State of the Global Islamic Economy Report. Dubai Economy and Tourism.
- DIY Provincial Tourism Office (2022). Data hotel dan restoran Propinsi Daerah Istimewa Yogyakarta. DIY Provincial Tourism Office
- Drummond, G. & Ensor, J. (2008). Strategic marketing: Planning and controlling, 3rd ed. Butterworth-Heinemann.
- Fuseini, A., Hadley, P., & Knowles, T. (2021). Halal food marketing: An evaluation of UK halal standards. Journal of Islamic Marketing, 12(5), 977-991. https://doi.org/10.1108/JIMA-02-2020-0037
- Harahsheh, S., Haddad, R., & Alshorman, M. (2020). Implications of marketing Jordan as a Halal tourism destination. Journal of Islamic Marketing, 11(1), 97-116. https://doi.org/10.1108/JIMA-02-2018-0036
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- Hussein, S.A. (2006). Understanding halal foods fallacies. Foundation For Islamic Knowledge.
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- Juran (1988). Juran’s quality control handbook, Fouth ed. McGraw-Hill International.
- Khan, G. & Khan, F. (2020). “Is this restaurant halal?” Surrogate indicators and Muslim behaviour. Journal of Islamic Marketing, 11(5), 1105-1123. https://doi.org/10.1108/JIMA-01-2019-0008
- Kooli, C., Al Habsi, A., & Abadli, R. (2018). Celebrity endorsement and its effect: Arabic world perspectives. International Journal of Advanced Research (IJAR), 6(2), 182-188. https://doi.org/10.21474/IJAR01/6426
- Kotler, P. & Keller, K.L. (2016). Marketing management, 15th ed. Pearson.
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- McLachlan, G. J. (1999). Mahalanobis distance. Resonance, 4, 20-26. https://doi.org/10.1007/BF02834632
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- MES-Masyarakat Ekonomi Syariah. (2014). Etika bisnis Islam [Islamic business ethics]. Gramata Publishing .
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- Oliver, R. L. (1999), Whence consumer loyalty? Journal of Marketing, 63(4), 33-44. https://doi.org/10.2307/1252099
- Preko, A., Mohammed, I. & Allaberganov, A. (2022). Antecedents of brand equity on halal tourism destination. Journal of Islamic Marketing, 13(8), 1685-1702. https://doi.org/10.1108/JIMA-09-2020-0283
- Riaz, M.N. & Chaudry, M. M. (2004). Halal food production. CRC Press.
- Saunder, M., Lewis, P. & Thornhill, A. (2016). Research methods for business students, 7th ed. Pearson.
- Sheikhesmaeili, S. & Hazbavi, S. (2019). Model construction of engagement and outcomes in consumers food life: Evidence from chain stores customer. British Food Journal, 121(1), 218-239. https://doi.org/10.1108/BFJ-06-2017-0344
- Subrahmanyam, A. (2017). Relationship between service quality, satisfaction, motivation and loyalty: A multi-dimensional perspective. Quality Assurance in Education, 25(2), 171-188. https://doi.org/10.1108/QAE-04-2013-0016
- Suhartanto, D., Chen, B.T., Mohi, Z., & Sosianika, A. (2018). Exploring loyalty to specialty foods among tourists and residents. British Food Journal, 120(5), 1120-1131. https://doi.org/10.1108/BFJ-09-2017-0485
- Sumadi, S. (2022), Determinan perilaku beli produk bahan makanan berlogo halal [Determinants of purchasing behavior of food products with the halal logo]. Benefit: Jurnal Manajemen dan Bisnis, 7(1), 24-40. https://doi.org/10.23917/benefit.v7i1.18058
- Takeshita, S. (2020). Halal certification or ingredient disclosure: A comparative analysis of serving food in Japanese tourist destinations. Journal of Islamic Marketing, 11(3), 765-781. https://doi.org/10.1108/JIMA-07-2018-0129
- Uddin, M.B. (2019). Customer loyalty in the fast food restaurants of Bangladesh. British Food Journal, 121(11), 2791-2808. https://doi.org/10.1108/BFJ-02-2019-0140
- Ulrich, K.T. & Eppinger, S. D. (2012). Product design and development, 2nd ed. McGraw-Hill Co.
- Yıldırım, Y., Amarat, M., & Akbolat, M. (2022). Effect of relationship marketing on hospital loyalty: The mediating role of patient satisfaction. International Journal of Pharmaceutical and Healthcare Marketing, 16(3), 337-353. https://doi.org/10.1108/IJPHM-01-2021-0010
- Zeithaml, V.A, Bitner, M.J., & Gremler, D.D. ( 2010). Service marketing, International ed. McGraw-Hill.
- Zhu, D. H. (2022). Effects of robot restaurants’ food quality, service quality and high-tech atmosphere perception on customers’ behavioral intentions. Journal of Hospitality and Tourism Technology, 13(4), 699-714. https://doi.org/10.1108/JHTT-01-2021-0022
References
Aliyanti, F.A., Kariim, L. & Mauluddin, Y., (2022). The implementation of halal supply chain management on processed meat products in Yogyakarta. Journal of Islamic Economics Lariba, 8(1), 15-32. https://doi.org/10.20885/jielariba.vol8.iss1.art2
Berenson, M. L., Levine, D. M., Szabat, K. A., O’Brien, M., Jaine, D. N., & Watson, J. (2019). Basic business statistics, 5th ed. Pearson.
Bichler, B. F., Pikkemaat, B., & Peters, M. (2021). Exploring the role of service quality, atmosphere and food for revisits in restaurants by using a e-mystery guest approach. Journal of Hospitality and Tourism Insights, 4(3), 351-369. https://doi.org/10.1108/JHTI-04-2020-0048
Bihamta, H., Jayashree, S., Rezaei, S., Okumus, F., & Rahimi, R. (2017). Dual pillars of hotel restaurant food quality satisfaction and brand loyalty. British Food Journal, 119(12), 2597-2609. https://doi.org/10.1108/BFJ-07-2016-0344
Dhisasmito, P.P. & Kumar, S. (2020). Understanding customer loyalty in the coffee shop industry (A survey in Jakarta, Indonesia). British Food Journal, 122(7), 2253-2271. https://doi.org/10.1108/BFJ-10-2019-0763
Dinar Standard (2022). State of the Global Islamic Economy Report. Dubai Economy and Tourism.
DIY Provincial Tourism Office (2022). Data hotel dan restoran Propinsi Daerah Istimewa Yogyakarta. DIY Provincial Tourism Office
Drummond, G. & Ensor, J. (2008). Strategic marketing: Planning and controlling, 3rd ed. Butterworth-Heinemann.
Fuseini, A., Hadley, P., & Knowles, T. (2021). Halal food marketing: An evaluation of UK halal standards. Journal of Islamic Marketing, 12(5), 977-991. https://doi.org/10.1108/JIMA-02-2020-0037
Harahsheh, S., Haddad, R., & Alshorman, M. (2020). Implications of marketing Jordan as a Halal tourism destination. Journal of Islamic Marketing, 11(1), 97-116. https://doi.org/10.1108/JIMA-02-2018-0036
Hooley, G., Nicolaud, B., Ruud, J. M., & Lee, N. (2020). Marketing strategy: Competitive positioning, 7th ed. Pearson.
Hussein, S.A. (2006). Understanding halal foods fallacies. Foundation For Islamic Knowledge.
Ing, P.G., Lin, N. Z., Xu, M., & Thurasamy, R. (2020). Customer loyalty in Sabah full service restaurant. Asia Pacific Journal of Marketing and Logistics, 32(7), 1407-1429. https://doi.org/10.1108/APJML-07-2019-0437
Juran (1988). Juran’s quality control handbook, Fouth ed. McGraw-Hill International.
Khan, G. & Khan, F. (2020). “Is this restaurant halal?” Surrogate indicators and Muslim behaviour. Journal of Islamic Marketing, 11(5), 1105-1123. https://doi.org/10.1108/JIMA-01-2019-0008
Kooli, C., Al Habsi, A., & Abadli, R. (2018). Celebrity endorsement and its effect: Arabic world perspectives. International Journal of Advanced Research (IJAR), 6(2), 182-188. https://doi.org/10.21474/IJAR01/6426
Kotler, P. & Keller, K.L. (2016). Marketing management, 15th ed. Pearson.
Liu, P. & Tse, E.C.-Y. (2018). Exploring factors on customers’ restaurant choice: An analysis of restaurant attributes. British Food Journal, 120(10), 2289-2303. https://doi.org/10.1108/BFJ-10-2017-0561
McLachlan, G. J. (1999). Mahalanobis distance. Resonance, 4, 20-26. https://doi.org/10.1007/BF02834632
Messabia, N., Fomi, P. R., & Kooli, C. (2022). Managing restaurants during the COVID-19 crisis: Innovating to survive and prosper. Journal of Innovation & Knowledge, 7(4), 100234. https://doi.org/10.1016/j.jik.2022.100234
MES-Masyarakat Ekonomi Syariah. (2014). Etika bisnis Islam [Islamic business ethics]. Gramata Publishing .
Mohd Yusof, Y. L., Wan Jusoh, W. J. & Maulan, S. (2021). Perceived quality association as determinant to re-patronise Shariah-compliant brand restaurants. Journal of Islamic Marketing, 12(2), 302-315. https://doi.org/10.1108/JIMA-10-2018-0190
Oliver, R. L. (1999), Whence consumer loyalty? Journal of Marketing, 63(4), 33-44. https://doi.org/10.2307/1252099
Preko, A., Mohammed, I. & Allaberganov, A. (2022). Antecedents of brand equity on halal tourism destination. Journal of Islamic Marketing, 13(8), 1685-1702. https://doi.org/10.1108/JIMA-09-2020-0283
Riaz, M.N. & Chaudry, M. M. (2004). Halal food production. CRC Press.
Saunder, M., Lewis, P. & Thornhill, A. (2016). Research methods for business students, 7th ed. Pearson.
Sheikhesmaeili, S. & Hazbavi, S. (2019). Model construction of engagement and outcomes in consumers food life: Evidence from chain stores customer. British Food Journal, 121(1), 218-239. https://doi.org/10.1108/BFJ-06-2017-0344
Subrahmanyam, A. (2017). Relationship between service quality, satisfaction, motivation and loyalty: A multi-dimensional perspective. Quality Assurance in Education, 25(2), 171-188. https://doi.org/10.1108/QAE-04-2013-0016
Suhartanto, D., Chen, B.T., Mohi, Z., & Sosianika, A. (2018). Exploring loyalty to specialty foods among tourists and residents. British Food Journal, 120(5), 1120-1131. https://doi.org/10.1108/BFJ-09-2017-0485
Sumadi, S. (2022), Determinan perilaku beli produk bahan makanan berlogo halal [Determinants of purchasing behavior of food products with the halal logo]. Benefit: Jurnal Manajemen dan Bisnis, 7(1), 24-40. https://doi.org/10.23917/benefit.v7i1.18058
Takeshita, S. (2020). Halal certification or ingredient disclosure: A comparative analysis of serving food in Japanese tourist destinations. Journal of Islamic Marketing, 11(3), 765-781. https://doi.org/10.1108/JIMA-07-2018-0129
Uddin, M.B. (2019). Customer loyalty in the fast food restaurants of Bangladesh. British Food Journal, 121(11), 2791-2808. https://doi.org/10.1108/BFJ-02-2019-0140
Ulrich, K.T. & Eppinger, S. D. (2012). Product design and development, 2nd ed. McGraw-Hill Co.
Yıldırım, Y., Amarat, M., & Akbolat, M. (2022). Effect of relationship marketing on hospital loyalty: The mediating role of patient satisfaction. International Journal of Pharmaceutical and Healthcare Marketing, 16(3), 337-353. https://doi.org/10.1108/IJPHM-01-2021-0010
Zeithaml, V.A, Bitner, M.J., & Gremler, D.D. ( 2010). Service marketing, International ed. McGraw-Hill.
Zhu, D. H. (2022). Effects of robot restaurants’ food quality, service quality and high-tech atmosphere perception on customers’ behavioral intentions. Journal of Hospitality and Tourism Technology, 13(4), 699-714. https://doi.org/10.1108/JHTT-01-2021-0022