Transgressions of halal-certified service providers: An exploration of consumer forgiveness and responses among Muslims in Malaysia

Chong Yit Sean, Pervaiz K Ahmed

    Research output: Chapter in Book/Report/Conference proceedingConference PaperResearchpeer-review


    Drawing from the recent development in the services literature which examines the notions of service transgression and customer forgiveness , this study explores the state of dissonance and reactions of Muslim consumers in the event of transgressions committed by Halal-certified service providers. This area of inquiry is particularly interesting within the Halal consumption context where Halal is not merely a brand element, instead it forms a part of the Muslim belief system and a moral code of conduct which is integral in daily living. In examining this phenomenon, an experimental study was carried out among 120 Muslim working adults to understand consumers cognitive, emotional and behavioural responses in the event of transgression. The findings demonstrated that service transgression which violates one s religious beliefs results to severe emotional damage to customers. This negative outcome translates to a significantly lower tendency to forgive and less favourable behavioural intention. Sincere apology was found to play a more significant role towards service recovery compared to compensation which is offered in addition to apology. The outcome of this study is particularly useful for non-Muslim service providers who, despite having obtained Halal certification, may require further understanding on Muslim consumer s expectations and concerns in their service experiences.
    Original languageEnglish
    Title of host publicationProceedings of the 2015 Academy of Marketing Conference - The Magic in Marketing
    EditorsLisa O'Malley
    Place of PublicationScotland UK
    PublisherAcademy of Marketing
    Pages1 - 12
    Number of pages12
    ISBN (Print)9781905952649
    Publication statusPublished - 2015
    EventAcademy of Marketing Conference 2015: The Magic in Marketing. - University of Limerick, Limerick, Ireland
    Duration: 7 Jul 20159 Jul 2015
    Conference number: 48th


    ConferenceAcademy of Marketing Conference 2015
    Abbreviated titleAM 2015
    OtherThe Academy of Marketing Conference 2015, hosted by the University of Limerick, aimed to explore those dimensions of our craft that are magical, from the cabbalistic to the fantastical, from the astonishing to the preternatural. We encouraged contributions that addressed the mystical, marvellous and miraculous in marketing theory and practice.
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