The Impact of Service Quality on Halal Purchase Decisions: A Study on Customer Satisfaction and Word of Mouth

Abstract

This study empirically examines a mediated moderated mechanism in explaining customer satisfaction with halal purchase intention via word of mouth grounded on the Expectation-Confirmation Theory (ECT). Compiling data from customers of fast-moving consumer goods (FMCG) by means of structured questionnaires, we employ partial least squares structural equation modelling (PLS-SEM) to address the objective of this study. Our findings indicate that service quality reliability plays a pivotal role in influencing customer satisfaction. Likewise, the physical environment where customers are provided services plays a decisive role in consumer fulfillment. This means that service excellence reliability also performs a crucial function in triggering satisfaction among customers.