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Muslim consumers' patronage intention towards Korean restaurant chains in Malaysia

Sulaiman, Zuraidah and Zakuan, Norhayati and Mas`Od, Adaviah and Muharam, Farrah Merlinda and Thoo, Ai Chin and Tan, Liat Choon and Buang, Nurul Nabihah (2018) Muslim consumers' patronage intention towards Korean restaurant chains in Malaysia. In: 6th International Conference on Manufacturing, Optimization, Industrial and Material Engineering, MOIME 2018, 24 March 2018 - 25 March 2018, Aryaduta Hotel Bandung Bandung, Indonesia.

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Official URL: http://dx.doi.org/10.1063/1.5080063

Abstract

Korean restaurant chains are a chain of restaurant that is known for serving a variety of foods of Korean heritage. The Korean food are rapidly gaining worldwide acceptance especially from the younger generations as Korean pop culture is now a powerhouse of its own in mainstream media. As these restaurants are gaining popularity, Muslim consumers are not excluded from having high interest and demand in these restaurants. Whatever the situation is, Muslim consumers still have to follow the religious requirement especially in choosing the Halal food. Thus, a few factors have been chosen to be reviewed in this study such as promotion, Halal awareness, subjective norms, hedonic value and utilitarian value that might affects Muslim consumers' patronage intention towards Korean restaurant chains in Malaysia.

Item Type:Conference or Workshop Item (Paper)
Uncontrolled Keywords:Korean restaurant chains
Subjects:H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:Management
ID Code:82416
Deposited By: Siti Nor Hashidah Zakaria
Deposited On:30 Sep 2019 21:05
Last Modified:06 Oct 2019 11:47

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