CUSTOMERS’ LOYALTY AMONG GEN Z IN MALAYSIA’S FAST-FOOD RESTAURANTS: THE ROLE OF HALAL LOGO, PERCEIVED REPUTATION, TRUST AND BRAND
DOI:
https://doi.org/10.35631/JTHEM.1145043Keywords:
Brand, Customer Loyalty, Fast-Food Restaurant, Gen Z, Halal Logo, Perceived Reputation, TrustAbstract
The current study investigated the influence of selected factors that could lead to generation z customers' loyalty towards Malaysia's halal fast-food restaurants. The study was concerned about the impact of the halal logo, perception of reputation, customer trust, and brand on customer loyalty. Altogether 324 Muslim Generation Z customers from Malaysia participated in the study through answering the questionnaire available online through Google Forms, WhatsApp, Instagram, among others. The statistical tools used to analyze the data were the IBM SPSS Statistics version 27.0. In this study, Multiple Linear Regression analysis was used to test the hypotheses. It was found out that the halal logo, reputation perception, and brand had significant positive impacts on customer loyalty, whereas customer trust did not significantly affect customer loyalty. This implies that the customer trust is likely to influence customer loyalty in an indirect way through other variables such as brand and customer satisfaction.
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