Abstract
Low cost airline is the airline that excluding many traditional passenger services and offers generally low fares in exchange. In-flight meal is one of the services that being offered in the low-cost airlines, but the passenger must pay for it. The acceptation of halal food in Malaysia is still low compared to neighbouring country. This study is aimed to identify the intention’s level of consumers and the relationship between religion and consumers intention towards Halal food in low-cost airlines. A self-administered survey was conducted using a structured questionnaire to collect data from the survey respondents. 75 respondents were involved in this study. Purposive sampling technique has been used, and the questionnaire form was designed and adapted based on the ‘TPB’ model. The data collected are entered and analysed using computerizes programmed of SPSS version 21.0. The analysis used is descriptive analysis and Chi-Square analysis. The result illustrates that consumers are mostly at the moderate level of intentions on halal food in low-cost airlines. The findings revealed that religion do have relationship with the intention toward halal food in low-cost airlines.
Highlights
The low-cost airline or being called the “no-frills” model in Europe because that airlines are only offer the basic services to their customers (Button, 2012)
From respondents that experienced low-cost airlines, most of them are using Air Asia airline followed by Malindo Air with 9 respondents (12.0%), 5 respondents (6.7%) using Firefly, 2 respondents (2.7%) are using other airlines which is stated Jetstar Asia while only 1 of them using Lion Air (1.3%). 46 respondents (61.3%) have travelled by lowcost airlines in range of 1-5 times in a year
The result of this study showed that consumer intention towards Halal food in low– cost airline is in moderate level
Summary
The low-cost airline or being called the “no-frills” model in Europe because that airlines are only offer the basic services to their customers (Button, 2012). The low-cost approach in flight has a long history. The first successful low-cost carrier was Pacific Southwest Airlines in the United States, which initiated the concept in 1949, and companies like Southwest have been in business since the early 1970 (Gittell 2005). In the last five years, there are trend of budget Airlines in Malaysia and Southeast Asia with similar names such as Low-Cost Airlines and Cheap Airlines (David, 2012). In Malaysia there several low-cost airlines for example AirAsia, Malindo Air and Firely. In-flight meal is one of the services offer in the low-cost airline. In-flight meal in low-cost airline will charge the passenger (Godfrey, 2018)
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