The Impact of Service Quality on Halal Purchase Decisions: A Study of Customer Satisfaction and Word of Mouth
Article Sidebar
Read Counter : 471
Download : 4
Main Article Content
Abstract
This study empirically examines a mediated moderated mechanism to explain customer satisfaction with halal purchase intentions via word of mouth, grounded on Expectation-Confirmation Theory (ECT). Compiling data from purchasers of fast-moving consumer goods (FMCG) by means of structured questionnaires, we employ partial least squares structural equation modeling (PLS-SEM) to address the objective of the study. Our findings indicate that service quality reliability plays a pivotal role in influencing customer satisfaction. Likewise, the physical environment in which customers are provided services plays a decisive role in consumer fulfillment. This indicates that service excellence reliability also performs a crucial function in ensuring satisfaction among customers.
Acknowledgment
The authors extend their appreciation to the Deanship of Research and Graduate Studies at King Khalid University for funding this work through a large-group Research Project under grant number (RGP.2/66/47).
Downloads
Article Details
Issue
Section
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
Journal of Islamic Monetary Economics and Finance is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
References
Abdalla, A. A., Shabbir, M. S., Fotache, G., Georgiana Tatiana, B., Jaradat, M., Al Qassem, A., ... & Florin, R. (2025). Geoclimatic and socioeconomic influences on water use efficiency in cotton crops productivity: A sustainable business and management farming perspective. Research on World Agricultural Economy, 6(4), 205–217.
Aburayya, A., Marzouqi, A., Alawadhi, D., Abdouli, F., & Taryam, M. (2020). An empirical investigation of the effect of employees’ customer orientation on customer loyalty through the mediating role of customer satisfaction and service quality. Management Science Letters, 10(10), 2147–2158.
Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211.
Albarq, A. N. (2023). The impact of CKM and customer satisfaction on customer loyalty in Saudi banking sector: The mediating role of customer trust. Administrative Sciences, 13(3), 90.
Amalia, F. A., Sosianika, A., & Suhartanto, D. (2020). Indonesian millennials’ halal food purchasing: Merely a habit?. British Food Journal, 122(4), 1185–1198.
Aslam, E., Ashraf, M. S., & Iqbal, A. (2023). Impact of corporate image on customer loyalty of Islamic banks: The role of religiosity, collectivism, sight cues and CSR. Journal of Islamic Marketing, 14(5), 1310–1324.
Aslam, E., Iqbal, A., & Shabbir, M. S. (2025). Intellectual capital and financial stability of Islamic banks in OIC countries: The moderating role of corporate governance. Journal of Islamic Accounting and Business Research, Vol. ahead-of-print (No. ahead-of-print). https://doi.org/10.1108/JIABR-11-2023-0377
Aslam, M. A., Li, Z., Jaradat, M., Shabbir, M. S., Lile, R. A., & Nazir, H. (2026). Revealing FMCG success in Pakistan: The nexus of supply chain practices and competitive advantage. Global Business Review, 27(1), 9–36.
Aslam, M. A., Li, Z., Shabbir, M. S., PĂUNESCU, L. M., Jaradat, M., Nazir, H., & SINISI, C. I. (2026). Synergistic effects of supplier resilience, information sharing, inventory management, and flexibility on supply chain resilience: A PLS-SEM and NCA approach. Humanities and Social Sciences Communications. https://doi.org/10.1057/s41599-026-06801-3
Awan, H. M., Siddiquei, A. N., & Haider, Z. (2015). Factors affecting Halal purchase intention–evidence from Pakistan’s Halal food sector. Management Research Review, 38(6), 640–660.
Baker, J., Bentley, K., & Lamb, Jr, C. (2020). Service environment research opportunities. Journal of Services Marketing, 34(3), 335-346.
Bashir, A. M., Bayat, A., Olutuase, S. O., & Abdul Latiff, Z. A. (2019). Factors affecting consumers’ intention towards purchasing halal food in South Africa: a structural equation modelling. Journal of Food Products Marketing, 25(1), 26–48.
Bonne, K., Vermeir, I., Bergeaud‐Blackler, F., & Verbeke, W. (2007). Determinants of halal meat consumption in France. British Food Journal, 109(5), 367–386.
Bowen, J. T., & Chen, S. L. (2001). The relationship between customer loyalty and customer satisfaction. International Journal of Contemporary Hospitality Management, 13(5), 213-217.
Brodowsky, G., Stewart, K., & Anderson, B. (2018). Brand and country influences on purchase intentions: A theory-of-reasoned action approach. Journal of Promotion Management, 24(2), 251–269.
Chen, L., Zamir, A., Shabbir, M. S., Paraschivescu, A. O., Hazaparu, V., Radu, F., ... & Tatiana, B. G. (2025). Nexus among health expenditures, ICTs and sustainable economic growth: Insights from South Asian Nationals health and economic issues. The European Journal of Health Economics, 27, 213–219.
Cheung, M. F., & To, W. M. (2021). The effect of consumer perceptions of the ethics of retailers on purchase behavior and word-of-mouth: The moderating role of ethical beliefs. Journal of Business Ethics, 171(4), 771–788.
Compeau, D., Higgins, C. A., & Huff, S. (1999). Social Cognitive Theory and Individual Reactions to Computing Technology: A Longitudinal Study1. MIS Quarterly, 23(2), 145–158.
Fahamsyah, M. H., Zaki, I., Laila, N., & Shabbir, M. S. (2025). Profit loss sharing problems in the banking industry in Indonesia. MALIA, 16(2), 444–469.
Fornell, C., Johnson, M. D., Anderson, E. W., Cha, J., & Bryant, B. E. (1996). The American customer satisfaction index: nature, purpose, and findings. Journal of Marketing, 60(4), 7–18.
Gremler, D. D., & Brown, S. W. (1999). The loyalty ripple effect: Appreciating the full value of customers. International Journal of Service Industry Management, 10(3), 271–293.
Hamzah, M. I., Othman, A. K., Rashid, W. E. W., & Ngah, N. M. A. (2020). The relationship between halal factors and purchase intention of food products as moderated by word-of-mouth communications. International Journal of Business and Society, 21(2), 865-882.
Hanif, M., Hafeez, S., & Riaz, A. (2010). Factors affecting customer satisfaction. International Research Journal of Finance and Economics, 60(1), 44–52.
Haris, A., Kefeli, Z., Ahmad, N., Daud, S. N. M., Muhamed, N. A., Shukor, S. A., & Kamarubahrin, A. F. (2017). Consumers’ intention to purchase dates: Application of Theory of Reasoned Action (TRA). Malaysian Journal of Consumer Family Economics, 20, 1–15.
Khan, R. U., Salamzadeh, Y., Iqbal, Q., & Yang, S. (2022). The impact of customer relationship management and company reputation on customer loyalty: The mediating role of customer satisfaction. Journal of Relationship Marketing, 21(1), 1–26.
Khan, W., Akhtar, A., Ansari, S. A., & Dhamija, A. (2020). Enablers of halal food purchase among Muslim consumers in an emerging economy: An interpretive structural modeling approach. British Food Journal, 122(7), 2273–2287.
Krishnamurthy, A., & Kumar, S. R. (2018). Electronic word-of-mouth and the brand image: Exploring the moderating role of involvement through a consumer expectations lens. Journal of Retailing and Consumer Services, 43, 149–156.
Lada, S., Harvey Tanakinjal, G., & Amin, H. (2009). Predicting intention to choose halal products using theory of reasoned action. International Journal of Islamic and Middle Eastern Finance and Management, 2(1), 66–76.
Lim, Y. H., Lada, S., Ullah, R., & Abdul Adis, A. A. (2022). Non-Muslim consumers’ intention to purchase halal food products in Malaysia. Journal of Islamic Marketing, 13(3), 586–607.
Liu, C. H., Horng, J. S., Chou, S. F., Yu, T. Y., & Ng, Y. L. (2022). Antecedents and consequences of new technology application behavior on word of mouth: The moderating roles of perceived interactivity. Journal of Hospitality Marketing & Management, 31(7), 872–898.
Liu, Y., Radu, F., Habib, Q., Odette, B. T., Jaradat, M., Adrian Lile, R., ... & Sagheer, M. (2025). Exploring tail reliance and interconnectedness: GCC stock markets, sustainable investments, and renewable energy cryptos through Q‐VAR analysis. Natural Resource Modeling, 38(1), e12411.
Manyanga, W., Makanyeza, C., & Muranda, Z. (2022). The effect of customer experience, customer satisfaction and word of mouth intention on customer loyalty: The moderating role of consumer demographics. Cogent Business & Management, 9(1), 2082015.
Maxham III, J. G., & Netemeyer, R. G. (2002). A longitudinal study of complaining customers' evaluations of multiple service failures and recovery efforts. Journal of Marketing, 66(4), 57–71.
Mittal, V., & Frennea, C. (2010). Customer satisfaction: A strategic review and guidelines for managers. Cambridge, MA: MSI Fast Forward Series, Marketing Science Institute.
Morwitz, V. G., Steckel, J. H., & Gupta, A. (2007). When do purchase intentions predict sales? International Journal of Forecasting, 23(3), 347–364.
Mukhamad, S. F., & Guritno, A. (2024). The influence of location, word of mouth and halal label on purchasing decisions with purchase interest as an intervening variable. Journal of Islamic Enterpreneurship and Management, 4(2), 82–96.
Mutmainah, L. L. (2018). The role of religiosity, halal awareness, halal certification, and food ingredients on purchase intention of halal food. Ihtifaz: Journal of Islamic Economics, Finance, and Banking, 1(1), 33–50.
Nawaz, S., Bashir, T., Habib, Q., & Shabbir, M. S. (2024). Educational management and marriage status: Transforming domestic life for women. iRASD Journal of Educational Research, 5(1), 91-98.
Nawaz, S., Bashir, T., Habib, Q., & Shabbir, M. S. (2024). The invisible chains: Domestic violence and women’s rights in Pakistan. Pakistan Journal of Humanities and Social Sciences, 12(4), 3328–3337.
Nawaz, S., Makin, F., Bashir, T., Habib, Q., Shabbir, M. S., & Aslam, E. (2025). Cultural norms and safety management: Understanding honour killing in Pakistan. Journal of Asian Development Studies, 14(2), 958–970.
Nurhayati, T., & Hendar, H. (2020). Personal intrinsic religiosity and product knowledge on halal product purchase intention: Role of halal product awareness. Journal of Islamic Marketing, 11(3), 603–620.
Nurkhin, A., Mukhibad, H., & Daud, N. M. (2023). Determinants of halal food purchase decisions for Go Food and Shopee Food users. Innovative Marketing, 19(1), 113–125.
Oliver, R. L. (1980). A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of Marketing Research, 17(4), 460–469.
Oliver, R. L. (2006). Customer satisfaction research. In The handbook of marketing research: Uses, misuses, and future advances (pp. 569–587). Sage Publications.
Peña-García, N., Gil-Saura, I., Rodríguez-Orejuela, A., & Siqueira-Junior, J. R. (2020). Purchase intention and purchase behavior online: A cross-cultural approach. Heliyon, 6(6), e04284.
Peng, M. Y. P., Nawazish, S., Florin, B., Paraschivescu, A. O., Hazaparu, V., Radu, F., Bordeianu, G. D., Boghean, C., Faur, F. C., Bilți, R.-S., Rusu, C.-M., & Shabbir, M. S. (2025). Unraveling the influence of digital financial system and shadow banking on commercial banks' profitability. Electronic Commerce Research, 26(2), 2453–2465.
Pradana, M., Wardhana, A., Rubiyanti, N., Syahputra, S., & Utami, D. G. (2022). Halal food purchase intention of Muslim students in Spain: Testing the moderating effect of need-for-cognition. Journal of Islamic Marketing, 13(2), 434–445.
Rachbini, W. (2018). The relationship of attitude, subjective norm, perceived behavioral control on halal food purchasing behavior in Jakarta. IOSR Journal of Business and Management, 20(1), 28–37.
Rambocas, M., & Ramsubhag, A. X. (2018). The moderating role of country of origin on brand equity, repeat purchase intentions, and word of mouth in Trinidad and Tobago. Journal of Global Marketing, 31(1), 42–55.
Rehman, A. U., Malik, A. H., Shabbir, M. S., Hussain, A., & Raza, K. M. (2023). Does sharia tag constitute heuristic while choosing an Islamic financial institute? Evidence from Pakistan. GISRAS Journal of Management & Islamic Finance (GJMIF), 3(4), 1–25.
Sadiq, M., Kumar, R., Kumari, R., Neogi, D., Shahzad Shabbir, M., Alhebri, A., ... & Zamir, A. (2026). Economic integration and trade openness in QUAD nations: Empirical evidence from panel cointegration and ARDL models. Global Business Review.
https://doi.org/10.1177/097215092614417
Setiawati, L. M., Chairy, C., & Syahrivar, J. (2019). Factors affecting the intention to buy halal food by the millennial generation: The mediating role of attitude. DeReMa (Development Research of Management): Jurnal Manajemen, 14(2), 175–188.
Shabbir, M. S., Aslam, E., Irshad, A., Bilal, K., Aziz, S., Abbasi, B. A., & Zia, S. (2020). Nexus between corporate social responsibility and financial and non-financial sectors’ performance: A non-linear and disaggregated approach. Environmental Science and Pollution Research, 27(31), 39164–39179.
Shabbir, M. S., Mia, M. M., Jaradat, M., Alhebri, A., Zayed, N. M., Ogbu Edeh, F., ... & Bansal, A. (2026). The influence of crowd wisdom on entrepreneurial intention: Evidence from a second-order CB-SEM model. F1000Research, 15, 877.
Wibowo, M. W., Putri, A. L. S., Hanafiah, A., Permana, D., & Sh Ahmad, F. (2022). How education level polarizes halal food purchase decision of Indonesian millennials. Journal of Islamic Marketing, 13(12), 2582–2610.
Yao-Ping Peng, M., Florin, B., Carmen, B., Flaviu Casian, F., Radu, F., Hazaparu, V., ... & Shabbir, M. S. (2025). Assessing the impact of economic volatility on renewable energy tokens, GCC stock indices, and green assets. Environment, Development and Sustainability, 1-13. https://doi.org/10.1007/s10668-025-06325-x
Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996). The behavioral consequences of service quality. Journal of Marketing, 60(2), 31-46.
Zhang, L., Li, D., Cao, C., & Huang, S. (2018). The influence of greenwashing perception on green purchasing intentions: The mediating role of green word-of-mouth and moderating role of green concern. Journal of Cleaner Production, 187, 740-750.