Halal Logo and Loyalty of Muslim Consumers: Reflection For ...Kopitiam has gained popularity among...

MALAYSIAN JOURNAL OF CONSUMER AND FAMILY ECONOMICS

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Halal Logo and Loyalty of Muslim Consumers: Reflection For Kopitiam Owners

Rohani Mohd1, Badrul Hisham Kamaruddin1, Anizah Zainuddin1, Azimah Daud1 and Rozita Naina Mohamad1

1Faculty of Business and Management, Universiti Teknologi MARA Selangor Campus,

Selangor

Abstract This study proposed to measure the level of loyalty of Muslim consumers in Kopitiam restaurants. As such, 250 questionnaires were administered to 250 of the consumers who visited the restaurant located in Klang Valley. The survey instrument measuring loyalty was adopted and adapted from past studies. The data was analyzed by using Rasch analysis. The findings revealed that generally, the level of loyalty towards Kopitiam was moderately high as indicated by the loyalty ruler whereby the majority of the respondents were at high logit of the ruler. Specifically, those who were found to be very loyal were those who perceived the halal logo as being true or original. The implications of the findings to owners of Kopitiam restaurants were provided.

Keywords: Halal certification logo, Kopitiam, restaurant loyalty, Muslim consumers, Absolute consumer experiential value

1.0 Introduction

The history of Kopitiam began with the migrants known as Hainan. In the

1850s, the Hainan people migrated to South East Asia. They were the latest

migrants compared to the Hokkiens and Teochews. As the Hokkiens and Teochews

have stabilized their living in the agriculture, commerce and trade sectors, the

Hainanese struggled to find jobs in the less profitable trade (Food Blog Malaysia,

2010). Most of them ended up working in the service sectors as the cook, waiter or

servant in local hotels, restaurants, bakeries and bar, and also an operator in military

bases as seamen and sailors. Soon the Hainanese progressed to involve

themselves in the Kopitiam business as stallholders and assistants (Food Blog

Malaysia, 2010).

Kopitiam is a very famous brand in the South East Asia countries such as

Malaysia, Singapore and Riau Islands (Cheng, 2010). Every Kopitiam restaurant has

its uniqueness or niche in terms of taste and personality. However, there are still

some similarities that are shared commonly with other Kopitiam owners. The

ambience of Kopitiam is very unique to the Malaysian culture due to a combination of

different cultures. Despite, there is still similarity among the restaurants in terms of

marble table, and chair with woody round back and marble on the seat. As of today,

Kopitiam has gained popularity among the Muslims especially with the appearance

of the halal logo. According to Robert (as cited in Rajagopal, Ramanan, Visvanathan,

and Satapathy (2011)), the Muslim population of today constitutes a quarter of the

world population. This trend is expected to increase by 30 per cent in 2025. This

means that the number of Muslims around the world is increasing and this also


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implies that the level of awareness towards "halal" will increase. Moreover,

according to Chaudry and Riaz (as cited in Blaim and Muatasim, 2012), the critical

concern of Muslim consumption decision is deeply into whether a product is halal

especially in food. Thus, halal regulation and certification are developed to facilitate

the consumers in identifying products that are Syari’ah compliant.

Additionally, according to Blaim and Muastasim (2012), the demand for more

transparency in product ingredients has also increased from Muslim consumers.

Muslim consumers do not simply trust a simple halal mark, especially when the

products are imported from non-Muslim countries. The sense behind halal

certification is in providing a trustworthy signal for Shari'ah compliant products. As of

currently, the mission for transparency in the certification market has not been

entirely fulfilled by traders (Blaim and Muastasim, 2012). When Blaim and

Muastasim (2012) claimed that Muslim consumers do not simply trust the simple

halal logo, would this perception affect their level of loyalty towards a store or

restaurant? Would Kopitiam's ambience having the Chinese image be chosen by

Muslims in Malaysia to dine with confidence? If there were quite a number of Muslim

consumers who chose to dine in Kopitiam, would they be loyal towards the store? If

they did, what were their reasons? As such, this study was conducted to provide

empirical evidence as to the level of loyalty among Muslim consumers based on their

perceptions of the halal certification logo displayed at Kopitiam restaurants.

2.0 Literature review

2.1 Store Loyalty

Many researchers in the area of marketing revealed that consumers are

generally satisfied and become loyal due to the location of the stores (Mafini and

Dhurup, 2015), nature and quality of the assortment of items in trade (Johannes C.

Bauer, Alexander J. Kotouc, Thomas Rudolph, 2012), pricing approach (Han and

Ryu, 2009), in-store promotions (Konuk, F.A, 2019), sales personnel (Kurian,

George and Muzumdar, Prathamesh M. (2017), physical attributes (Han and Hyun,

2017), store ambience (Jalil, NAA, Fikri, A, Zainuddin, A, 2016) and loyalty cards

(Magi, 2003). Nonetheless, Miranda et al. (2005) reported that from a review of a

number of store image studies, they concluded that they had not identified a link

between store attributes and store loyalty (Mitchell and Kiral, 1998). In fact, a study

conducted by Garton (1995) discovered that perceptions of quality and service

provided by a store contributed relatively little to the customer's intention to return to

the store. This is consistent with a study by Bloemer and De Ruyter (1998) in which

they discovered that there was no direct effect of store attributes on store loyalty.

However, in studies conducted by Zainuddin and Shariff (2015a) (2015b) (2015c),

they revealed that Muslim consumers preferred to visit retail stores that had been

certified as Halal by the relevant authorities. Similar findings were found where

Muslims as guests in hotels preferred to stay in Syari’ah compliant hotels every time

they travel (Zainuddin and Kamaruddin) (2015). Knowledge about the product has

also been found to play a role in crafting brand loyalty in a luxury restaurant (Pheng

and Chen, 2015).

2.2 Halal Certification Logo

The term halal certification logo was defined differently by scholars due to the


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different aspects that they observe. For example, Rajagopal, Ramanan, Satapathy

and Visvanathan (2011) found that the halal sign; certified logo; stamp of ministry;

and stamp of 9 municipalities were the aspects used to be known with the halal

certification logo. On the other hand, Ballantine, Hall, and Sharifah Zanneirah (2011)

defined the halal certification logo by looking at the aspects of religious practices,

knowledge and sensitivity of the restaurant owners. This is quite similar to the

definition provided by Mohd Yusoff (as cited in Ballantine et al., 2011). He defined

halal certification as a qualification test involved in food practices; wholly defining it to

include preparation, slaughtering, cleaning, processing, handling, disinfecting,

storing, transportation and management practices. From the above definitions, we

can regard halal certification logo as an entitlement to declare a restaurant as being

a halal outlet if, in all its operations of the food being, Syari’ah compliance is being

observed by the owner. This includes the certified logo, stamp of ministry and stamp

of 9 municipalities. Thus, the scope of halal certification involves the whole food

supply chain that complies with Islamic dietary rules, meaning not containing haram

materials.

Abdul, Ismail and Johari (2009) claimed that halal certification is important for

Muslim consumers as it is the only benchmark that indicates a product has fulfilled

its halal requirement. In addition, Blaim and Muastasim (2012) believed that halal

certification is a signal of trustworthiness in terms of the product's compliance with

the Syari’ah. On the supply side, Sharifah Zannierah, Hall and Ballantine (2012) also

found that restaurant owners perceived that halal certification indicates that the

respective restaurant has knowledge of permissible food, sensitivity and religious

practices of the Muslims.

Among the recent studies conducted on halal certification logo were those of

Ballantine et al. (2011) and Abdul, Ismail and Johahri (2009). Ballantine et al. (2011)

found that halal certification attributes generate trust and also portray food hygiene

and safety. Abdul et al. (2009) found that people of different ethnicity and religious

backgrounds have different perceptions of the halal certification logo. In Kuwait, for

example, Muslim consumers perceived the halal certification coming from Saudi

Arabia and Kuwait as being more favourable and trustworthy compared to those

products with halal certification originating from Malaysia, Indonesia and the

Philippines (Rios, 2014). Muslims are mostly concerned with the logo as it is a

requirement of their religion and they do not presume that products produced by

Muslim countries are halal by default (Alsehan, 2010). Many believe that halal

certification is very prevalent in the hospitality industry. As such, this promotes the

importance of restaurant owners to acquire knowledge of Muslim dietary restrictions,

sensitivity and religious practices. In other words, they should acknowledge that

halal certification signifies that it has some attributes that make it unique in terms of

conforming to Islamic dietary rules.

2.3 Absolute Consumer Experiential Value

Previous studies observed that consumers are now seeking value, choice and

great customer experience while they shop. Recent retailing literature indicates the

critical role of consumer experiential value as one which includes the creation of a

theatrical retailing environment, stress fun, excitement, and entertainment as well as

encouraging greater customer participation in the retail service experience (Baron et


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al., 2000; Mathwick et al., 2001).

Market trends also show the role of customer experiential value in attracting

growing concern among practitioners in the retail industry.

Next, Holbrook (1994) expanded the traditional conceptualization of

experiential value to incorporate three spheres – extrinsic versus intrinsic value,

active versus reactive value, and self‐ versus other‐oriented value. In a shopping or

retail context, extrinsic value is acquired by means of satisfying the utilitarian

consumption goals (such as saving money) (Babin et al., 1994); and return on

investment and service excellence (Amjad, Shamin and Abu Bakar Sedek, 2015).

On the other hand, intrinsic value is derived from an enjoyable and playful shopping

trip and other emotional experiences (Babin et al., 1994, Bagdare and Jain, 2013,

Ching and Hui, 2009). Meanwhile, reactive value refers to a situation in which

customers appreciate the physical shopping environment or respond positively to the

service personnel. Active value, in contrast, results from customers' efficient

manipulation of shopping resources to satisfy their functional or affective needs (Kim,

2002). The results of empirical studies, however, revealed that personal interaction

positively influenced the perceptions of efficiency and excellent value; physical

environment positively influenced the perceptions of playfulness and aesthetics; and

lastly all dimensions of customer experiential value (i.e. efficiency, return on

investment, service excellence, playfulness, emotional experiences and aesthetics)

positively influenced customer behavioural intentions.

2.4 Absolute Consumer Experience

There are a few good definitions of the consumer experience. For instance, in

Sundbo and Hagedorn-Rasmussens' (as cited in Walter, Edvardson and Öström,

2010) they defined consumer experience as "a mental journey that leaves a

consumer with memories of having performed something special, having learned

something or just for the fun of it". Additionally, Johnston and Clarks (2005)

described service as consisting of a consumer's service experience that is combined

with the consumer's perception of the service experience. Johnston and Clarks

(2005) extended the definition of service experience by means of relating the

experience with the service process, the organization, the facilities, other consumers

and how the service firm's representatives treat the consumers. Finally, Walter et al.

(2010) defined consumer experience as the direct or indirect process experienced by

the consumer based on the service process, the organization, the facilities and how

he or she communicates with the service and other consumers. In summing the

above, we can say that consumer experience is the aggregate experiences that have

occurred throughout a consumer's involvement with the supplier of service during the

service transaction (Meyer and Schwager, 2007).

Based on the above definitions, the absolute consumer experience can be

simply defined as the direct and indirect process experience that a consumer

underwent during visiting a place. Those process experience can be in terms of

performing something special, learning something or maybe just for having fun with

the service process; the organization; the facilities; and how the consumer

communicates with the service and other consumers.


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There are very limited studies conducted on consumer perception of

restaurant outlets. From the years 2007 up to 2013, there were only three studies

conducted. Among them are attributes of food outlet chosen by U.S consumers (Liu

and Jang, 2009), factors influencing consumer perception of fast food (Goyal and

Singh, 2007), and lastly factors influencing consumer perception and satisfaction of a

restaurant (Kisang, Hye-Rin and Kim, 2012). Liu and Jang (2009) suggested that

there are five most important attributes that consumers in the U.S chose Chinese

restaurant as their food outlet. These included taste, food safety, food freshness,

environmental cleanliness and appropriate food temperature. Meanwhile, Goyal and

Singh (2007) found that taste, quality (nutritional values), ambience and hygiene

were factors that mostly influence consumer perception of fast food. Next, Kisang et

al. (2012) found that food quality is of major significance for a restaurant image,

behavioural intention and consumer satisfaction.

3.0 Research Methods

The ruler is produced by using Rasch measurement analysis and it uses logit

as its unit scale. 250 questionnaires were administered to 250 consumers who

frequently visited Kopitiam restaurants located in the Klang Valley. The survey

instrument used to measure store loyalty was adopted and adapted from past

studies. In the literature, the factors hypothesized to influence restaurant loyalty are

the perception of halal certification displayed at the store; absolute consumer

experience; and absolute consumer experiential value. The data from the

questionnaire were analyzed using the Rasch measurement model. Rasch analysis

was employed as it incorporates a method for ordering persons according to their

ability and ordering items according to their difficulty (Bond & Fox, 2015). The final

output of Rasch is a ruler that measures a person's ability (in this case his or her

loyalty). The goodness fit of the data was first determined before the final output of

Rasch (a ruler of restaurant loyalty) was produced. The findings revealed that

generally, the level of loyalty for Kopitiam is moderate as its mean score was 0.66

logit, which was slightly higher than the mean score of the item which was 0 logit.

This indicates that the higher the location of a consumer on the ruler against the 0

logit unit, the higher is the level of loyalty of the consumer towards the Kopitiam

restaurant. With reference to Figure 1, 55 per cent of the respondents were located

on the higher logit of the ruler (means High Loyalty).

4.0 Analysis and Results

4.1 The Determination of Goodness Fit of Data

Before the analysis was conducted to answer the research objectives, the

goodness of fit of data was first conducted to ensure the data fitted the Rasch model.

This involved several tests, namely consistency of response category test; overall

reliability of the items and persons; misfit items and persons; and the

unidimensionality of survey instrument used to measure the loyalty of -consumer.

4.1.1 Consistency of Response Category

The rating scale used for this study was the 5 point Likert scales of

agreement. The reason for this analysis to be conducted was to identify if the 5 point


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Likert scales were discriminated nicely by the respondents, indicating various levels

of ability through various responses on similar items. For example, a good item

would be able to receive different responses from different levels of ability (in this

study, ability refers to loyalty).

With reference to Table 4.1, there was very good discrimination of scale by

the respondents. This was indicated by the consistent increase in the value of the

observed average, the outfit MNSG which were less than 2, and most importantly the

differences between the category measures were in the ranges of +/-1.4. This

discrimination of the scales is illustrated in Figure 4.1. The gap between each scale

was clearly seen and this indicated good discrimination.

4.1.2 Fit Statistics

Table 4.2 shows the overall fit of the data for Rasch. In general, the mean

score for loyalty was low because the persons’ mean was located slightly above the

mean score of the items. This indicates the level of loyalty of Kopitiam consumers, in

general. Overall, the person reliability of .90 indicates that there were sufficient good

items to measure persons’ ability (loyalty level). The item reliability of .96 indicates

that there were sufficient true respondents to measure items difficulty level. The

Cronbach’s alpha of .92 was excellent indicating good internal item consistency in

measuring a variable.

4.1.3 Misfit Items and Persons

Misfit items and persons are very important to be determined because they

are also considered as outliers. The presence of misfits/outliers may affect the

accuracy of the findings. In Rasch, the misfits/outliers are not only referring to

persons, but also items. The misfit items are known as items that were understood

wrongly by many respondents and did not get the response as expected. These

items can either be removed or rephrased depending on the number of items

measuring the variable or it may also reflect different latent trait that a researcher

should acknowledge as unique or conflicting response from the respondents.

In order to know the items or persons as a misfit, there are three (3) important

indicators:

The mean square (MNSQ) which must be between the range of .5 to 1.5

The Z standard (ZSTD) which must be between the range of +/- 2

The point measure correlation (pt.mea.corr) which must be between .4 and

.83

If the measure for each item or person has the value of all the indicators

within the range, then the item and person are good that can be considered for the

next level of analysis. If all the three indicators are beyond the range specified, the

items should be removed or modified depending on the degree of importance.

With reference to Table 4.3, items SL3, SL2, HCL4, ACE2 and ACREV5 had

ZSTD score of higher than the required range of +/-2. However, as the other two

indicators (MNSQ and pt.mea.corr) were within the range, these items were

accepted.


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4.1.4 Unidimensionality

Unidimensionality is to test the unidimensional characteristics of the survey

instrument used to measure loyalty. If the variance explained by the measure had a

value below 40 per cent of variance explained by the measure, then the survey

instrument is measuring other than one latent trait. Based on Table 4.4, the variance

explained by the measure was 42.8 per cent. This indicated that the survey

instrument measured what it was intended to measure. The eigenvalue of the first

contrast of 3.2 indicated excellent measures, fulfilling the required condition for

unidimensionality. Thus, this has confirmed the unidimensionality of the survey

instrument in terms of the loyalty of Muslims towards a Kopitiam restaurant. For this

analysis, Rasch had used the PCA.

Since the results for all types of tests conducted in the first analysis were

good, the second analysis was conducted to answer the objectives of the study.

4.2 Second Phase of Analysis: Rasch Ruler - A Ruler of Consumer Loyalty for Kopitiam Restaurant

With the analysis of the goodness of fit of data, it was concluded that the

items used to measure the variable ‘loyalty' were good. This also means that the

items were measuring what they intended to measure.

The second analysis was conducted to answer the research objectives, which

was to identify the level of store loyalty of Kopitiam consumers, especially Muslim

consumers. For this purpose, a person's item map was produced. The person's item

map was called a ruler of store loyalty, and this can be seen in Figure 4.2. This item

person's map was called ruler because it was able to measure the level of loyalty of

each consumer based on his or her perception of the originality of the halal

certification logo, his or her experience, and his or her value for the experience he or

she had in the store. The ruler divides the persons (or respondents) on the left side

as indicated by #, and divides the items as represented by HCL (Halal Certification

Logo), ACE (Absolute Consumer Experience), ACREV (Absolute Consumer

Experiential Value), and SL (Store/restaurant Loyalty). Persons and items were

arranged side by side of the ruler so that the ability (loyalty) of a person can be seen

from his or her ability to respond to sets of items. Each set of items (arranged by

column) was measuring each variable in the box. For instance, HCL1-HCL5

measured the Halal certification logo. The arrangement of the item was dependent

on the difficulty of the items.

With reference to Figure 4.2, the consumers were divided by 3 lines (identified

by Rasch Analysis, indicated by person separation of 2.93 (rounded to 3) as shown

in Table 4.2a in the appendix). The lines have divided the groups into 4 (high loyalty,

Loyal, moderate loyalty, non-loyal). Those with high loyalty (55 per cent of them)

responded positively to halal logo items, reflecting their confidence in the halal logo

displayed by the Kopitiam restaurant, which resulted in positive emotions and

feelings (indicated by items ACEs and ACREVs). These caused them to be loyal

(indicated by items SLs). Loyal consumers with above moderate level (or 22 per

cent) responded positively to some items of the halal logo (HCL1, HCL5 and HCL4)

which had caused them to agree only for items ACE4, ACE1, ACE5, ACE3 and

ACE2 of absolute consumer experience, ACREV2, ACREV6, ACREV1, ACREV5,

ACREV4 and ACREV3. This led them to agree with all the items of loyalty (SL1-


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SL4). The difference between respondent with high loyalty and above moderate level

loyalty was the agreement for items HCL3 and HCL2, ACE6 and ACE7, which might

result in a higher degree of agreement on all loyalty items. This is because the

higher the location of persons against items, the higher the agreement level for the

items. This explains why the other two groups of consumers were identified as being

less loyal. Noticed that most items of the halal logo (HCLs), Absolute Consumer

experience (ACEs) and Absolute Consumer Experiential Values (ACREVs) were

located above two groups (i.e., moderate loyal & non-loyal consumers).

Figure 1 : Person items map of restaurant loyalty from Rasch Analysis

With reference to Figure 4.2, those who were found to be very loyal are those

who perceived the halal logo as being true or original. This should lead them to

experience more positively in the store which later would lead to valuing what they

experienced in the restaurant. Those with the perception that the logo was not

genuinely halal, would not have a positive experience in the store, thus would fail to

value what the restaurant offers.

Specifically, the ruler indicated the important elements (or items) that have

caused consumers to increase the level of restaurant loyalty. For instance, item

HCL3 (checking for halal logo before entering Kopitiam restaurant) and HCL2 (halal

logo is strong evidence of halal food served in Kopitiam restaurant) are important

items that cause consumers to experience positive feelings with the restaurant’s

cleanliness and the appearance of waiters which are indicated by items ACE6 (feel

good to dine in Kopitiam because of its cleanliness) and ACE7 (enjoyed eating due

to the appearance of the waiters). HCL1 (believing that halal logo displayed at

Kopitiam reflect hygienic procedure) and HCL5 (confidence with halal logo displayed

at Kopitiam) are important items that cause consumers to experience good service

from waiters (ACE4), varieties of food choice (ACE5), enjoying the ambiance to stay

longer (ACREV2), value the moment with family and friends (ACREV6), and

admiring the setting up of the restaurant (ACREV1). This also means that HCL3,

HCL2, HCL1 and HCL5 are important reasons for consumers to be loyal because

they can experience good food and services only after they enter and enjoy the food.

The problem, however, is that they would only enter a restaurant after they check

and are confident with the halal logo displayed at the restaurant. Therefore, owners

of Kopitiam restaurants have to make sure that the halal logo is not fake and is


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updated each year.

In general, Muslim consumers have quite a positive perception of the halal

certification logo displayed at Kopitiam. This, in turn, leads to store loyalty due to

their confidence in enjoying the time spent in the restaurant. Their loyalty increases

when their perception of the logo increases. What follows is that their level of

experience with the food and restaurant also increases. This can be seen from the

item measure of each item against the location of each person displayed on the

ruler.

5.0 Discussion and Implications

The findings of this study have major implications on theory development and

practice. There was a lack of past research on store loyalty among Muslim

consumers in the aspect of their level of confidence with the originality of the halal

certification logo. A ruler measuring the loyalty of Muslim consumers that was

produced is new to the field as this highlighted the importance of the halal

certification logo. This is because with the right perception of the halal certification

logo, only then would consumers become loyal to the store as they had enjoyed the

time spent with their friends due to their confidence.

The novelty of this ruler can be seen from the creation of the ruler by using

the logit unit. An increase in a logit unit on the ruler would reflect an increase in

loyalty by one logit. What is interesting is that an increase in a logit unit means an

increase in perception with regards to the originality of the halal logo. When this

happens, this leads to an increase in the level of consumer confidence to experience

more with the food by a logit. This also means an increase in sales because loyalty

can be turned into increment in sales (Kasahun et al., 2012).

From the consumer's perspective, the findings of this study have supported

Abdul et al. (2009), Muatasim and Blaim, (2012), and Ballantine et al. (2011) as they

believe that the halal certification logo is very important to Muslim consumers to dine

or consume with confidence. This study also supported Zainuddin et al. (2015) who

explained that Muslim consumers prefer to visit restaurants with certified logo from

the relevant authorities. Those who perceived the logo as fake would never visit the

store the second time. Unfortunately, previous studies on store loyalty provided only

the mean score of store loyalty; thus there was no clear guideline on which important

aspects of consumer experience and consumer experiential value that have resulted

in the different levels of store loyalty among consumers. With the Rasch Ruler, a

clear gap can be seen between those with a high level of loyalty and those with no

loyalty. Thus, improvement or enhancement can be done if the owner wants

consumers to be loyal to his or her restaurant.

The present study has provided a scale of loyalty for Kopitiam owners to

enable them to identify items (elements) that improve loyalty among consumers.

Thus, Kopitiam owners can benefit from this study. The study has provided insights

to them in terms of crucial factors to increase store loyalty among Muslim

consumers. The owners should intensify their efforts by way of seeking, highlighting

and communicating the originality of their halal logo to their existing and prospective

consumers. These efforts will obviously improve the perception of the consumers on

the originality of the logo. Consequently, consumers can really enjoy the food and

the time they spend in the restaurant as they are confident with the religiosity


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element of the restaurant. Eventually, this will lead them to become loyal consumers

of the restaurant. One of the ways that Kopitiam owners can improve the perception

is by disclosing the consistent evaluation of the store with regards to the halal

certification that the owners have intensively worked upon to correct. This can be

done by displaying the compilation of the halal certification logo they receive each

year and possibly frame them accordingly.

6.0 Conclusion

The objective of identifying the level of store loyalty of Muslim consumers

towards Kopitiam restaurants located in Klang Valley has been achieved. 250

questionnaires were administered to Kopitiam consumers who visited the outlets.

The data were analyzed using the Rasch measurement model. A ruler of loyalty in

Rasch logit unit was produced. In general, Muslim consumers have confidence in the

halal certification logo displayed at the Kopitiam restaurant resulting in them

choosing it as a place to dine. Their loyalty for the restaurant was due to their

trustworthiness of the halal certification logo displayed in the restaurant. Their level

of loyalty, in general, was moderately high. The right perception has influenced them

to value their experience in the store resulting in them having quality time in the

restaurant. In other words, they are satisfied and enjoy the food as they are

confident with the food preparation. This will obviously enjoy the ambience of the

restaurant. This means that if a Kopitiam restaurant increases the level of

trustworthiness with reference to the logo, many Muslim consumers would have a

positive experience with the food provided, the waiters, the ambience and the time

spent in the outlet. As such, Kopitiam owners should focus on efforts that can further

convince their consumers with regards to the originality of their halal logo.

Acknowledgements

This research is funded by the Research Management Centre (RMC) of

University Teknologi MARA (UiTM), Selangor. Authors are highly thankful to the

RMC and Faculty of Business and Management of UiTM for the fund provided.

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Appendices

Table 1: Summary of Category Structure

+------------------------------------------------------------------ |CATEGORY OBSERVED|OBSVD SAMPLE|INFIT OUTFIT||STRUCTURE|CATEGORY| |LABEL SCORE COUNT %|AVRGE EXPECT| MNSQ MNSQ||CALIBRATN| MEASURE| |-------------------+------------+------------++---------+--------+ | 1 1 150 3| -1.20 -1.11| .95 1.04|| NONE |( -3.52)| 1 | 2 2 698 12| -.28 -.33| 1.04 1.06|| -2.23 | -1.74 | 2 | 3 3 2059 36| .30 .35| .90 .90|| -1.07 | -.16 | 3 | 4 4 2179 38| 1.11 1.04| .89 .90|| .63 | 1.71 | 4 | 5 5 641 11| 1.79 1.89| 1.15 1.11|| 2.67 |( 3.86)| 5 +------------------------------------------------------------------ OBSERVED AVERAGE is mean of measures in category. It is not a parameter estimate.

CATEGORY PROBABILITIES: MODES - Structure measures at intersections P ++------+------+------+------+------+------+------+------++ R 1.0 + + O | | B | | A |11 | B .8 + 11 5+ I | 1 55 | L | 11 5 | I | 1 55 | T .6 + 1 5 + Y | 11 444444444 5 | .5 + 1 3333333 44 4455 + O | 12222222 33 334 544 | F .4 + 2221 ** 4433 5 4 +

| 22 1 3 22 4 3 5 44 | R | 22 1 33 2 4 33 55 44 | E | 22 *1 2244 3 5 44 | S .2 + 22 33 1 4422 ** 4+ P |22 3 11 4 22 55 33 |


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O | 333 **4 22 555 333 | N | 33333 4444 11111 555*2222 33333 | S .0 +*****************55555555555**11111111*******************+ E ++------+------+------+------+------+------+------+------++ -4 -3 -2 -1 0 1 2 3 4 Person [MINUS] Item MEASURE

Figure 2: Category curve

Table 3 : Summary of fit statistics

INPUT: 250 Persons 23 Items MEASURED: 250 Persons 23 Items 5 CATS 1.0.0

--------------------------------------------------------------------------------

SUMMARY OF 249 MEASURED (NON-EXTREME) Persons

+-----------------------------------------------------------------------------+

| RAW MODEL INFIT OUTFIT |

| SCORE COUNT MEASURE ERROR MNSQ ZSTD MNSQ ZSTD |

|-----------------------------------------------------------------------------|

| MEAN 78.9 23.0 .66 .29 1.00 -.3 1.00 -.3 |

| S.D. 12.2 .0 1.00 .03 .63 2.0 .62 2.0 |

| MAX. 109.0 23.0 3.86 .46 3.72 5.7 3.78 5.8 |

| MIN. 34.0 23.0 -2.82 .26 .09 -5.6 .09 -5.7 |

|-----------------------------------------------------------------------------|

| REAL RMSE .32 ADJ.SD .95 SEPARATION 2.93 Person RELIABILITY .90 |

|MODEL RMSE .29 ADJ.SD .96 SEPARATION 3.32 Person RELIABILITY .92 |

| S.E. OF Person MEAN = .06 |

+-----------------------------------------------------------------------------+

MINIMUM EXTREME SCORE: 1 Persons

Person RAW SCORE-TO-MEASURE CORRELATION = .98

CRONBACH ALPHA (KR-20) Person RAW SCORE RELIABILITY = .92

Table 4 : Variance explained by measures using PCA

STANDARDIZED RESIDUAL VARIANCE SCREE PLOT

Table of STANDARDIZED RESIDUAL variance (in Eigenvalue units)

Empirical Modeled

Total variance in observations = 40.2 100.0% 100.0%

Variance explained by measures = 17.2 42.8% 42.8%

Unexplained variance (total) = 23.0 57.2% 100.0% 57.2%

Unexplned variance in 1st contrast = 3.2 7.9% 13.7%

Unexplned variance in 2nd contrast = 3.0 7.4% 12.9%

Unexplned variance in 3rd contrast = 2.0 5.0% 8.7%

Unexplned variance in 4th contrast = 1.5 3.8% 6.7%

Unexplned variance in 5th contrast

= 1.4 3.4% 6.0%

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