Customer Awareness and Behavior Intention Towards the Use of Halal Logo on Restaurants

Authors

  • Sabainah Bachok Universiti Teknologi Mara Shah Alam
  • Nurfattaniah Jamalluddin Universiti Teknologi Mara Shah Alam
  • Aliffaizi Arsat Universiti Teknologi Mara Shah Alam
  • Aslinda Mohd Shahril Universiti Teknologi Mara
  • Suria Sulaiman Universiti Teknologi Mara Penang

DOI:

https://doi.org/10.21512/tw.v12i2.677

Keywords:

halal logo, restaurant, awareness

Abstract

The trend of eating out leads the food service industry to the needs of managing customers and making sure that all their needs and preferences can be fulfilled. The certification and recognition of establishment also becomes the in thing in hospitality industry, which includes the certification of halal, HACCP, and ISO. Establishment with certification is useful as a marketing strategy to attract more customers. This study discusses the level of customer awareness of towards the halal logo used in some restaurants which is carried out to give evidence to restaurant operators regarding the importance of attaching the genuine halal logo in their restaurant. From the findings, it is showed that customers are do aware of the use of halal logo on restaurants. It is also a factor in choosing a restaurant. It is concluded that halal logo is one of the main factors for customers in choosing restaurants which in return can be a main strategy to attract and retain more customers in the future, not only for the local customer but also to foreigners.

Dimensions

Plum Analytics

Author Biographies

Sabainah Bachok, Universiti Teknologi Mara Shah Alam

Faculty of Hotel and Tourism Management

Nurfattaniah Jamalluddin, Universiti Teknologi Mara Shah Alam

Faculty of Hotel and Tourism Management

Aliffaizi Arsat, Universiti Teknologi Mara Shah Alam

Faculty of Hotel and Tourism Management

Aslinda Mohd Shahril, Universiti Teknologi Mara

Faculty of Hotel and Tourism Management

Suria Sulaiman, Universiti Teknologi Mara Penang

Faculty of Hotel and Tourism Management

References

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Published

2011-09-30
Abstract 608  .
PDF downloaded 272  .