Governing halal in Malaysia: Innovation towards Customer Interests and Satisfaction

Governing halal has become an important topic of discussion not only in terms of halal concerns but also in understanding the Islamic governance process with regard to consumer interest, satisfaction and innovations. Halal governance in Malaysia has been in place since 1974, and it has seen many changes, difficulties and innovations. This chapter examines the evolution of halal governance in Malaysia as well as the advances made in the halal certification process from 2017 to the present in order to meet customer interest and satisfaction. The discussion looks at how customer interest and satisfaction drive halal governance innovations, and how these innovations have improved halal practices and performance. The methods used in this study include interviews, a literature review and document analysis, notably the annual reports and Client Charter of Jabatan Kemajuan Islam Malaysia (JAKIM, Department of Islamic Development Malaysia). Thematic and content analyses are also used. Ten innovations are highlighted in addition to major client concerns. The four most common customer complaints are about slow management, difficult processes, dubious halal confirmation status and expensive fees. In response, the innovations in halal governance include: success in accelerating the processing of halal certification, the appointment of a special officer to handle halal complaints, the setting up of monitoring and enforcement officers, establishing a special task force, providing halal-specific counters, enhancing investigation and halal online procedures, implementing a privacy policy, resolving customer complaints, avoiding middlemen, and monitoring of halal certification and an awareness programme.