CONCEPTUAL FRAMEWORK OF FACTORS IN HALAL BAKERY CUSTOMER LOYALTY
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Abstract
Preparing and serving halal and toyyib food is a responsibility shared by Malaysian vendors. It appears to be a growing awareness of the importance of ensuring the halal status of food consumed in Muslim society. Malaysian Muslim customer are increasingly concerned with the uncertain status of food products, especially those that prepared by non-Muslim vendors. Non-Muslim vendors may not understand the concept of halal and haram, thus this situation exposes consumers to foods containing syubhah (doubtful) or haram substances. Hence, Malaysia's halal authority and government have stressed the need for manufacturers and business owners to adopt halal certification (Mohd, 2019).
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