The Impact of Service Quality on Halal Purchase Decisions: A Study of Customer Satisfaction and Word of Mouth

Abstrak

This study empirically examines a mediated moderated mechanism to explain customer satisfaction with halal purchase intentions via word of mouth, grounded on Expectation-Confirmation Theory (ECT). Compiling data from purchasers of fast-moving consumer goods (FMCG) by means of structured questionnaires, we employ partial least squares structural equation modeling (PLS-SEM) to address the objective of the study. Our findings indicate that service quality reliability plays a pivotal role in influencing customer satisfaction. Likewise, the physical environment in which customers are provided services plays a decisive role in consumer fulfillment. This indicates that service excellence reliability also performs a crucial function in ensuring satisfaction among customers. Acknowledgment The authors extend their appreciation to the Deanship of Research and Graduate Studies at King Khalid University for funding this work through a large-group Research Project under grant number (RGP.2/66/47).