Loyalty formation toward Halal food

Abstract

PurposeThe purpose of this paper is to integrate the Quality–Loyalty Model and the Religiosity–Loyalty Model to assess loyalty formation toward Halal food.Design/methodology/approachData from 320 respondents were collected in Bandung Indonesia through a survey. A partial least-square modeling was employed to evaluate the association between food quality, religiosity, perceived value, satisfaction and loyalty.FindingsThis study discloses that the two integrated loyalty models are fit, indicating that incorporating these loyalty models provides a better comprehension of loyalty toward Halal food. Further, this study confirms the importance of both food quality and religiosity in determining loyalty.Practical implicationsThis research offers an important finding for Halal food managers to develop customer loyalty through food quality and religiosity. This research recommends that Halal food managers, besides obtaining Halal certification, need to constantly innovate and adopt world food-quality standards to deal with customers’ constantly changing demands.Originality/valueThis research is the first that integrates the Quality–Loyalty Model and the Religiosity–Loyalty Model to get a better understanding of loyalty formation toward Halal food.