Factors influencing Muslim consumers` intention to revisit Mamak restaurants in Malaysia

Abstract

Malaysia is a multiracial country. There are various races and ethnicities of people living together in harmony and peace making Malaysia known as food paradise locally and internationally. Mamak restaurants are popular ethnic based restaurants among Malaysians. They are restaurants that serve Mamak food, which is a culinary fusion of Malaysian tastes, ingredients and cooking styles. These restaurants are easily available nationwide. Due to the popularity of Mamak restaurants, this study examines the factors influencing Muslim consumers’ intention to revisit Mamak restaurants in Malaysia. This study applies a partial and an extended model of Theory of Planned Behaviour (TPB) which uses the original concept of TPB based on individual factor. Therefore, this study includes Halal certification as an extended element apart from the three main elements in the original TPB framework to demonstrate and improve the identification of intention to revisit Mamak restaurants. A total of 255 self-administered questionnaires were collected from Muslim consumers of Mamak restaurants in the Klang Valley, Malaysia. The data was analyzed using SPSS Version 23. A multiple regression analysis assessed the factors influencing Muslim consumer’s intention to revisit Mamak restaurants. The findings reveal that attitude, subjective norm and perceived behavioural control support the applicability of the original TPB framework. However, this study finds that Halal certification does not influence Muslim consumers’ intention to revisit Mamak restaurants significantly. The findings broaden the understanding of the causes to revisit Mamak restaurants as a predictive ability by Muslim consumers.