Ranking and rating halal-certified restaurants in Malaysia: an application of AHP

Azam, Md Siddique E and Ahmad, Anis Najiha and Jaiyeoba, Haruna Babatunde (2024) Ranking and rating halal-certified restaurants in Malaysia: an application of AHP. Journal of Islamic Marketing, 15 (7). pp. 1743-1765. ISSN 1759-0833 E-ISSN 1759-0841

	PDF - Published Version Restricted to Registered users only Download (488kB) | Request a copy
Preview	PDF - Supplemental Material Download (261kB) | Preview

Abstract

Purpose – The purpose of the study is to measure the performance level of halal compliance practices by the halal-certified restaurants in Malaysia and rank and rate them based on several dimensions of halal compliance. Design/methodology/approach – A total of 320 halal restaurants were surveyed. The absolute measurement approach of the analytic hierarchy process (AHP) was applied to rank and rate the restaurants. Finally, ANOVA and independent t-test were applied to assess if there is any significant difference in halal compliance performance between different groups of the respondents. Findings – The AHP application resulted in only 19 restaurants (5.94%) achieving an “Excellent” rating. A significant difference has been observed between different groups of the respondents regarding their halal compliance performance. Research limitations/implications – An onsite audit and ranking of all the restaurants in Malaysia were beyond the scope of the study. The research was able to rank only 320 restaurants across Malaysia. Practical implications – The findings and methodology of the study will provide policymakers with a clear roadmap for establishing a comprehensive rating system in the fields of the halal food industry to enhance the quality and integrity of the halal food management system. Originality/value – To the best of the authors’ knowledge, this is the first time an empirical approach, like AHP, has been used to determine how Malaysia’s halal-certified restaurants stack up against one another. Similar studies can be carried out in other sectors of the halal industry as well as in similar context.

Item Type:	Article (Journal)
Uncontrolled Keywords:	Analytic hierarchy process, Halal restaurants, Ranking, Rating, Halal compliance
Subjects:	BPH Islamic Economics > BPH114 Consumption. Halal issues BPH Islamic Economics > BPH117 Consumption. Halal issues. Standards. Certification. Halal status BPH Islamic Economics > BPH122 Consumption. Halal issues. Specific products. Food and drink
Kulliyyahs/Centres/Divisions/Institutes (Can select more than one option. Press CONTROL button):	International Institute for Halal Research and Training (INHART)
Depositing User:	Dr Anis Najiha Ahmad
Date Deposited:	15 Aug 2024 15:35
Last Modified:	15 Aug 2024 15:35
URI:	http://irep.iium.edu.my/id/eprint/113940

Actions (login required)

View Item