ISSN: 2222-6990
Open access
This paper aims to extend the theory of planned behaviour (TPB) to identify the factors influencing Muslim customers’ revisit intention towards the Instagrammable cafes in Penang, Malaysia. The extended TPB's dependent variables, which include attitude, subjective norm, perceived behavioural control, and food quality, may have impact on customers' intentions to return to the Instagrammable cafes. A purposive sampling method was used to determine the sample size for the investigation. The data was collected using the self-administered questionnaires and online surveys. The self-administered questionnaire surveys were distributed directly to the customers that had already dined in the Instagrammable cafes at the Penang Street Art. Out of 300 questionnaires distributed both online (n=200) and offline (n=100),a total of N=170 respondents were collected. IBM SPSS was used to analyse all the collected data. The spearman correlation and standard multiple regression analysis were used to answer the research questions addressed in finding the relationship of the variables. The findings of this study recorded that attitude, subjective norm, perceived behavioural control, and food quality positively affected the customers’ revisit intention. In addition, the customer satisfaction that acted as a mediator was found to be significant in the relationship between food quality and customers’ revisit intention. The presence of food quality as the variable extended the TPB model to identify the factors of revisit intention for Instagrammable cafes among Muslim consumers in Malaysia.
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(Nazli et al., 2024)
Nazli, N., Hamir, N., & Hashim, N. (2024). Muslim Customers’ Revisit Intention towards The Instagrammable Cafes in Penang, Malaysia. International Journal of Academic Research in Business and Social Sciences, 14(2), 211–222.
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