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Identifying factors that influence the patronage intention of Muslims and nonmuslims in Malaysia at Kopitiam: An extension of theory of planned behaviour

(The booming of Halal market, which is due to the growmg numbers of Muslims' population, has made the Halal marketplace too lucrative that the foods and beverages service providers cannot ignore. Specifically, we can see the booming market of modem Halal Kopitiams, which are owned by diverse et...

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Main Author: Koh, Yong Sieng
Format: Thesis
Language:English
Published: Universiti Malaysia Sarawak, (UNIMAS) 2013
Subjects:
H Social Sciences (General)
Online Access:http://ir.unimas.my/id/eprint/12067/1/Koh%20Yong.pdf
http://ir.unimas.my/id/eprint/12067/
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spelling my.unimas.ir.120672023-06-15T07:55:39Z http://ir.unimas.my/id/eprint/12067/ Identifying factors that influence the patronage intention of Muslims and nonmuslims in Malaysia at Kopitiam: An extension of theory of planned behaviour Koh, Yong Sieng H Social Sciences (General) (The booming of Halal market, which is due to the growmg numbers of Muslims' population, has made the Halal marketplace too lucrative that the foods and beverages service providers cannot ignore. Specifically, we can see the booming market of modem Halal Kopitiams, which are owned by diverse ethnics of Malaysian and Non-Malaysian, to target on Non-Muslims and Muslims in Malaysia. As a result, eating and hangout at modem Halal Kopitiams has become a life culture in today's society. Unfortunately, there were some troublesome incidents happened recently like the misuse ofHalal Certificate and logo from the Kopitiams' owners to give the signal to the Muslim's customers that the operated Kopitiam is a modem Halal Kopitiam. Indeed, some of the owners even did not comply the Halal food standard, reducing the trust from Muslims toward the modem Halal Kopitiany Consequently, in this study, the researcher uses the theory of planned behaviour, TPB (Ajzen, 1991) as the landscape in understanding the influence of subjective norm, customers' attitude towards modem Halal Kopitiam and perceived behavioural control toward patronage intention at modem Halal Kopitiam. Besides, this study also developed a structural model by constructing halal awareness and religion towards the patronage intention at modem Halal Kopitiam to identify whether Halal awareness and religion have significant relationship with patronage intention at Kopitiam. Consequently, a total of 340 respondents from South of Kuching participated and answered questionnaires in a cross-sectional study. Then, the data was analysed by using Factor analysis, one way anova, ANOV A, Pearson correlation and so on. Results showed that subjective norm and respondents' attitude towards Kopitiam and perceived behavioural control have positive relationship with patronage intention at Kopitiam. However, the researcher found that religion and halal awareness did 'not have significant relationship with patronage intention at Kopitiam. However, the researcher found that religion has significant relationship with Halal awareness. Absolutely, the finding of this study could provide useful insights to the future researchers andKopitiams' owners and marketers. Customers also will receive the benefits if the Kopitiams' owner take action that will satisfy the clients' needs and wants. Universiti Malaysia Sarawak, (UNIMAS) 2013 Thesis NonPeerReviewed text en http://ir.unimas.my/id/eprint/12067/1/Koh%20Yong.pdf Koh, Yong Sieng (2013) Identifying factors that influence the patronage intention of Muslims and nonmuslims in Malaysia at Kopitiam: An extension of theory of planned behaviour. Masters thesis, Universiti Malaysia Sarawak.
institution Universiti Malaysia Sarawak
building Centre for Academic Information Services (CAIS)
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Malaysia Sarawak
content_source UNIMAS Institutional Repository
url_provider http://ir.unimas.my/
language English
topic H Social Sciences (General)
spellingShingle H Social Sciences (General)
Koh, Yong Sieng
Identifying factors that influence the patronage intention of Muslims and nonmuslims in Malaysia at Kopitiam: An extension of theory of planned behaviour
description (The booming of Halal market, which is due to the growmg numbers of Muslims' population, has made the Halal marketplace too lucrative that the foods and beverages service providers cannot ignore. Specifically, we can see the booming market of modem Halal Kopitiams, which are owned by diverse ethnics of Malaysian and Non-Malaysian, to target on Non-Muslims and Muslims in Malaysia. As a result, eating and hangout at modem Halal Kopitiams has become a life culture in today's society. Unfortunately, there were some troublesome incidents happened recently like the misuse ofHalal Certificate and logo from the Kopitiams' owners to give the signal to the Muslim's customers that the operated Kopitiam is a modem Halal Kopitiam. Indeed, some of the owners even did not comply the Halal food standard, reducing the trust from Muslims toward the modem Halal Kopitiany Consequently, in this study, the researcher uses the theory of planned behaviour, TPB (Ajzen, 1991) as the landscape in understanding the influence of subjective norm, customers' attitude towards modem Halal Kopitiam and perceived behavioural control toward patronage intention at modem Halal Kopitiam. Besides, this study also developed a structural model by constructing halal awareness and religion towards the patronage intention at modem Halal Kopitiam to identify whether Halal awareness and religion have significant relationship with patronage intention at Kopitiam. Consequently, a total of 340 respondents from South of Kuching participated and answered questionnaires in a cross-sectional study. Then, the data was analysed by using Factor analysis, one way anova, ANOV A, Pearson correlation and so on. Results showed that subjective norm and respondents' attitude towards Kopitiam and perceived behavioural control have positive relationship with patronage intention at Kopitiam. However, the researcher found that religion and halal awareness did 'not have significant relationship with patronage intention at Kopitiam. However, the researcher found that religion has significant relationship with Halal awareness. Absolutely, the finding of this study could provide useful insights to the future researchers andKopitiams' owners and marketers. Customers also will receive the benefits if the Kopitiams' owner take action that will satisfy the clients' needs and wants.
format Thesis
author Koh, Yong Sieng
author_facet Koh, Yong Sieng
author_sort Koh, Yong Sieng
title Identifying factors that influence the patronage intention of Muslims and nonmuslims in Malaysia at Kopitiam: An extension of theory of planned behaviour
title_short Identifying factors that influence the patronage intention of Muslims and nonmuslims in Malaysia at Kopitiam: An extension of theory of planned behaviour
title_full Identifying factors that influence the patronage intention of Muslims and nonmuslims in Malaysia at Kopitiam: An extension of theory of planned behaviour
title_fullStr Identifying factors that influence the patronage intention of Muslims and nonmuslims in Malaysia at Kopitiam: An extension of theory of planned behaviour
title_full_unstemmed Identifying factors that influence the patronage intention of Muslims and nonmuslims in Malaysia at Kopitiam: An extension of theory of planned behaviour
title_sort identifying factors that influence the patronage intention of muslims and nonmuslims in malaysia at kopitiam: an extension of theory of planned behaviour
publisher Universiti Malaysia Sarawak, (UNIMAS)
publishDate 2013
url http://ir.unimas.my/id/eprint/12067/1/Koh%20Yong.pdf
http://ir.unimas.my/id/eprint/12067/
_version_ 1769847610765475840
score 13.211869

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