Purpose

The purpose of this study is to apprise mobile loyalty to halal food purchasing, including food quality, mobile quality, perceived value and satisfaction as its causes, and analyze the halal trust and health risk moderating role on the connections between mobile loyalty and its determinants.

Design/methodology/approach

A total of 307 responses from millennial Muslims were collected from the Bandung region of Indonesia via an online survey. Partial least squares modeling was applied to review the proposed mobile loyalty model.

Findings

This research found that the mobile loyalty model integrating halal food quality, mobile service quality, perceived value and satisfaction has satisfactory goodness of fit. The research confirms the function of mobile service quality but not halal food quality as drivers of mobile loyalty. Next, this study suggests that halal trust and health risks do not moderate the association between mobile loyalty and its determinants.

Practical implications

This study recommends that managers devote resources to upgrading the quality of their mobile apps to build loyalty. Offering high-quality halal food is also an important driver of millennial Muslim satisfaction.

Originality/value

To the best of the authors’ knowledge, this research is the first to investigate mobile loyalty in halal food.

中文翻译：

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快速、新鲜、健康和清真：穆斯林千禧一代忠诚度的移动食品应用食谱

目的

本研究的目的是了解清真食品购买的移动忠诚度，包括食品质量、移动质量、感知价值和满意度作为其原因，并分析清真信任和健康风险对移动忠诚度及其决定因素之间关系的调节作用。

设计/方法论/途径

通过在线调查，共收集了印度尼西亚万隆地区千禧一代穆斯林的 307 份回复。应用偏最小二乘模型来审查所提出的移动忠诚度模型。

发现

本研究发现，整合清真食品质量、移动服务质量、感知价值和满意度的移动忠诚度模型具有令人满意的拟合优度。该研究证实了移动服务质量而非清真食品质量作为移动忠诚度的驱动因素。接下来，这项研究表明清真信任和健康风险不会调节移动忠诚度及其决定因素之间的关联。

实际影响

这项研究建议管理者投入资源来提升移动应用程序的质量，以建立忠诚度。提供高品质的清真食品也是千禧一代穆斯林满意度的重要驱动力。

原创性/价值

据作者所知，这项研究是第一个调查清真食品移动忠诚度的研究。