Assessment of the Halal Service Model and Consumer Perception in the Food Service Sector

Abstract

The article assesses the Halal service model in the food service sector and examines the characteristics of its consumer perception using the Mumtaz restaurant chain in Shymkent as a case study. The empirical basis of the study consisted of a questionnaire survey of 100 respondents, including 80 consumers and 20 restaurant employees. A 5-point Likert scale developed with reference to the SERVQUAL and Halal Service Quality approaches was used to assess halal service quality and consumer loyalty. Scale reliability was assessed using Cronbach’s alpha, which was 0.86 for the halal service quality scale and 0.82 for the consumer loyalty scale. The data were processed using descriptive statistical methods. The findings identified three interrelated components of the Halal service model: institutional, infrastructural, and corporate-ethical. Among the halal service indicators, the presence of official halal certification, product safety and quality, as well as staff ethics and service quality received the highest mean scores. The findings indicate the importance of institutional, infrastructural, and corporate-ethical components in consumers’ assessment of halal service.