Customer's revisit intention: Empirical evidence on Gen‐Z from Bangladesh towards halal restaurants

Abstract

The perception of halal is a serious concern for all Muslims worldwide. The majority of the population in Bangladesh are Muslims. Restaurants providing halal food are important as the religion advocates that Islamic principles and beliefs must be practised in all transactions. A sample of 317 Generation Z (Gen Z) respondents was selected from 10 halal restaurants in Dhaka, Bangladesh. Gen Z comprises anyone born between 1996 and 2010 who are usually tech‐savvy. Which factors motivate customers from this young generation to revisit halal restaurants? To answer this question, the study examined the direct impact of service quality, physical environment, and price perception on their revisit intention, and tested the indirect effects of these three factors based on customer satisfaction, using Smart PLS 3.0 to test the research hypotheses. The findings confirmed a positive and significant relationship between service quality, physical environment, and price perception with revisit intention. The analysis also confirmed that customer satisfaction mediates the relationship between physical environment and price perception with customer revisit intention. However, the study did not establish any relationship in the mediation role of customer satisfaction with service quality and customer revisit intention. This study contributes to the existing body of knowledge by highlighting the importance of each factor in the hotel and hospitality sector. Its application in the hospitality business and implications for future research are also discussed.