Passenger Intentions towards Halal Food in Low Cost Carriers: Key Influencing Factors

Abstract

NOTE: THIS ARTICLE WAS PUBLISHED WITH THE INFORMING SCIENCE INSTITUTE. Aim/Purpose....................................................................................................................................................................................................... Low cost airline passengers are sensitive towards value for money. They also have their own preferences and perceptions on what encompasses value. This paper discusses passenger intentions to purchase halal food with a specific reference to Malaysia, which has a majority Muslim population (57%). The purpose of this study is to determine the most influential factors that explain passenger intentions to purchase halal meals when flying with low cost air-lines. Background......................................................................................................................................................................................................... In-flight meals are one of the services being offered by low cost airlines albeit at an additional price. Passengers travelling on LCC flights are required to pay for their meals. The relative importance of food choice and its availability in forming passenger satisfaction with low cost carriers is studied and examined. Although low cost carriers have proven to be a major competitor to full service airlines in Malaysia, halal food availability remains one of the major concerns for passengers flying with low cost airlines. Methodology....................................................................................................................................................................................................... A random sample approach was used to select passengers one major air- port located in Kelantan. The passengers were interviewed face-to-face using a structured questionnaire. Factor analysis was applied to explain the factors influencing passenger intentions to purchase halal food during a low cost flight. Contribution........................................................................................................................................................................................................ This paper highlights the factors which explain passenger intentions towards purchasing halal food while flying with low cost airlines. In Malaysia, halal food has been gaining popularity not only from a religious perspective but also due to other positive perceptions increasingly being held by the public that halal food is a more wholesome, hygienic and quality food choice. Therefore different groups of passengers, of various religious backgrounds are increasingly seeking halal food. Policy makers and airline managers based in the South Asia region traditionally did not place a high priority on halal food, however as halal food is becoming more popular, there is increased awareness on the importance of providing halal food to clientele. There are more efforts to study how providing a halal food service can positively impact passenger satisfaction as well as play a role in determining the behavioral intentions and motivation behind passengers choosing to fly with low cost carriers (LCC). Findings .............................................................................................................................................................................................................. The findings indicate that attitude, perceived behavioral control and subjective norms have an impact towards passenger intention to purchase halal food on LCC flights. The results of factor analysis indicate that attitude is the major factor towards influencing passenger purchase intentions. Recommendations for Practitioners................................................................................................................................................................. The findings offer meaningful implications for marketing researchers and practitioners in the low cost airline industry. It can help airline companies further understand the needs and wants of existing and potential customers. Local and international airlines need to fulfill the needs of their clientele by serving more halal options on flights. Recommendation for Researchers.................................................................................................................................................................... Progress has been made in the availability of in-flight religious ethnic foods but many important research questions and technical support needs remain. Impact on Society............................................................................................................................................................................................... The research will assist to highlight purchase intention towards halal food and the importance of religious ethnic foods (e.g. halal food in this case) to meet the passenger requirements. Future Research................................................................................................................................................................................................ Future studies can be conducted to explore local and international insights towards halal in-flight food within a broader geographical areas and locations.