Modelling halal restaurant’s brand image and customer’s revisit intention

Abstract

Purpose Limited research has investigated the antecedents of halal restaurant’s brand image and its consequence to customer’s revisit intention empirically. This study aims to fill this gap by providing an insight into the relationship of halal restaurant brand image toward revisit intention, and the crucial antecedents of halal restaurant’s brand image, taking Rumah Makan Padang as a unit of analysis. Rumah Makan Padang (Padang Restaurant) is a type of halal restaurant in Indonesia originating from West Sumatra. These restaurants are widely spread in Indonesia and also in other countries where Indonesians migrate. Design/methodology/approach The research design was cross-sectional. Data were collected from various Rumah Makan Padang in West Sumatera, Indonesia. The proposed model was tested using structural equation modeling with a sample size of 450 respondents. Findings This study confirmed that halal restaurant’s brand image has a significant positive effect on customer’s revisit intention. Furthermore, the antecedents of halal restaurants brand image (i.e. service quality, health awareness and religiosity) were also found to have significant positive effect on halal restaurant’s brand image, Whereas, halal preferences do not have an influence on its brand image. Originality/value To the author’s knowledge, this study is among the first to provide a holistic approach toward the antecedents of halal restaurants brand image (i.e. halal preference, service quality, health awareness and religiosity) and investigated the effect of halal restaurant’s brand image on customer’s revisit intention. This study also proves the effect of religiosity on brand image, which has not been discussed in previous studies. From a market-specific context, this is also the first study that investigated the antecedents of Rumah Makan Padang’s brand image and its consequence to revisit intention.