Citation:

Randolf I. Romero, CGSP, Suzette C. Quico, PhD. "Service Quality and Halal Practices in Selected Muslim-Friendly Food Service Establishments in Davao City: Implications for Halal Tourism" International Research Journal of Economics and Management Studies, Vol. 4, No. 10, pp. 118-128, 2025. Crossref. http://doi.org/10.56472/25835238/IRJEMS-V4I10P116

Abstract:

This study examined the relationship between service quality and Halal practices in selected restaurants in Davao City. It also identified which service quality dimensions best predict Halal practices. The research specifically described the demographic profile of respondents, measured the levels of service quality and Halal practices, examined their relationship, determined differences across demographic variables, and identified predictors of Halal practices. Using a descriptive-correlational design, data were collected from 228 restaurant employees through a structured survey. The instrument measured five dimensions of service quality—reliability, assurance, tangibility, empathy, and responsiveness—and three dimensions of Halal practices—handling, process, and standards. Statistical treatments included descriptive measures, t-test, ANOVA, Tukey HSD post hoc test, Pearson correlation, and multiple regression analysis. Results showed that respondents were primarily young, female, non-Muslim, and employed on a part-time or contractual status. Both service quality and Halal practices were rated very high, with tangibility and responsiveness scoring highest for service quality, and handling and standards for Halal practices. A strong, positive correlation (r = 0.775, p < .001) was found between service quality and Halal practices. While service quality did not differ significantly across demographic groups, Halal practices varied significantly by age, with older employees reporting lower adherence. Regression analysis revealed that responsiveness, assurance, and tangibility were significant predictors of Halal practices, explaining 61.4% of the variance. The study concludes that Halal restaurants in Davao City consistently uphold high service quality and adhere to Halal practices through institutional training and standardized protocols. However, age-related gaps highlight the need for targeted reinforcement for older employees. Strengthening responsiveness, assurance, and tangibility is essential to sustaining consumer trust and ensuring Halal compliance.

References:

[1] Adhikari, Y. (2022). The Effect of Education on Service Quality in Service Industries. Social Inquiry: Journal of Social Science Research, 4(1), 64-83.
[2] Annamdevula, S., & Bellamkonda, R. S. (2016). The effects of service quality on student loyalty: The mediating role of student satisfaction. Journal of Modelling in Management, 11(2), 446–462. https://doi.org/10.1108/JM2-04-2014-0031
[3] Battour, M., & Ismail, M. N. (2016). Halal tourism: Concepts, practices, challenges and future. Tourism Management Perspectives, 19, 150–154. https://doi.org/10.1016/j.tmp.2015.12.008
[4] Bonne, K., & Verbeke, W. (2008). Muslim consumer trust in Halal meat status and control in Belgium. Meat Science, 79(1), 113–123. https://doi.org/10.1016/j.meatsci.2007.08.007
[5] Brookes, M. (2003). Evaluating the learning experience: A case study of a hospitality management programme. Journal of Hospitality, Leisure, Sport and Tourism Education, 2(1), 25–35.
[6] Davao City Tourism Operations Office (CTOO). (2021). Programs and services. Davao City Government. https://www.davaocity.gov.ph/departments/tourism-operations-office/
[7] Delener, N. (1994). Religious contrasts in consumer decision behavior patterns: Their dimensions and marketing implications. Journal of Consumer Marketing, 11(3), 44–51.
[8] Department of Tourism (DOT). (2020). DOT strengthens promotion of Halal and Muslim-friendly tourism. Republic of the Philippines. https://beta.tourism.gov.ph/dot-strengthens-promotion-of-halal-and-muslim-friendly-tourism/
[9] Department of Trade and Industry Region XI (DTI Region XI). (2023, May 4). The Davao Region has launched its Halal-Friendly Region campaign. Department of Trade and Industry, Philippines. https://www.dti.gov.ph/region11/davao-region-as-halal-friendly-region/
[10] Diehl, M., Wahl, H.-W., Barrett, A. E., Brothers, A. F., & Miche, M. (2021). Self-perceptions of aging: A review and research agenda. Annual Review of Gerontology and Geriatrics, 41(1), 3–26.
[11] Garg, R., & Joshi, R. (2018). Purchase intention of “Halal” brands in India: The mediating effect of attitude. Journal of Islamic Marketing, 9(3), 625–639.
[12] Habibi, H., & Rasoolimanesh, S. M. (2020). Service quality in higher education: A systematic review and agenda for future research. International Journal of Quality and Service Sciences, 12(2), 204–229.
[13] Halal Times. (2025, February 18). The halal tourism market size is worth USD 410.9 billion by 2032. https://halaltimes.com/halal-tourism-market-size-worth-usd-410-9-billion-by-2032/
[14] Halal Times. (2025, May 29). Halal restaurant hygiene standards: What diners need to know in the US. https://www.halaltimes.com/halal-restaurant-hygiene-standards-what-diners-need-to-know-in-the-us/
[15] Han, H., Al-Ansi, A., Olya, H. G., & Kim, W. (2021). Exploring Halal-Friendly Destination Attributes in South Korea: Perceptions and Behaviors of Muslim Travelers toward Non-Muslim Destinations. International Journal of Environmental Research and Public Health, 18(6), 3034. https://doi.org/10.3390/ijerph18063034
[16] Heidari, S., Babor, T. F., De Castro, P., Tort, S., & Curno, M. (2016). Sex and gender equity in research: Rationale for the SAGER guidelines and recommended use. Research Integrity and Peer Review, 1(2), 1–9. https://doi.org/10.1186/s41073-016-0007-6
[17] Jabeen, S., Khan, N., Bhatti, S. H., Falahat, M., & Qureshi, M. I. (2025). Towards a sustainable halal tourism model: A systematic review of the integration of Islamic principles with global sustainability goals. Administrative Sciences, 15(9), 335. https://doi.org/10.3390/admsci15090335
[18] Karatepe, O. M., & Uludag, O. (2007). Conflict, exhaustion, and motivation: A study of frontline employees in Northern Cyprus hotels. International Journal of Hospitality Management, 26(3), 645–665. https://doi.org/10.1016/j.ijhm.2006.05.006
[19] Kayumov, U., Nam, J., Kim, J., & Lee, H. (2024). Service Quality and Customer Loyalty in Halal Ethnic Restaurants. Cogent Business & Management, 11(1), 2301814. https://doi.org/10.1080/23311886.2024.2301814
[20] Khan, I. U., et al. (2025). The role of halal food quality and perceived religious risk on loyalty. Journal of Islamic Marketing. (publisher page). Emerald
[21] Khan, N., Falahat, M., Ullah, I., Sikandar, H., & Van, N. T. (2025). Integrating halal tourism with sustainable development goals through Islamic values, environmental responsibility, and technological innovation. Discover Sustainability. https://doi.org/10.1007/s43621-025-01503-3
[22] Kornadt, A. E., Kandler, C., & Rothermund, K. (2019). Age stereotypes and self-perceptions of aging: A meta-analysis. Psychology and Aging, 34(4), 475–489.
[23] Ladhari, R. (2009). A review of twenty years of SERVQUAL research. International Journal of Quality and Service Sciences, 1(2), 172–198. https://doi.org/10.1108/17566690910971445
[24] Lañas, B. J. M. (2023). Service factors of halal restaurants in Davao City. Journal of Tourism & Hospitality Management, 11(2), 15–29.
[25] Lee, Y. K., Kim, S. Y., Chung, N., & Lee, S. (2016). When social media met commerce: A model of perceived customer value in group-buying. Journal of Services Marketing, 30(4), 398–410. https://doi.org/10.1108/JSM-04-2014-0129
[26] Malik, M. E., Danish, R. Q., & Usman, A. (2020). Impact of service quality on students’ satisfaction in higher education institutions of Pakistan. Journal of Quality and Technology Management, 16(1), 1–20.
[27] Manila Bulletin. (2025, January 15). Halal Expo Philippines 2024 highlights innovation in the Halal industry. https://mb.com.ph/2025/01/15/halal-expo-philippines-2024-highlights-innovation-in-halal-industry
[28] Montesor, A. (2025). Reviewing literature in service quality and Halal practices (Unpublished master’s thesis). Joji Ilagan International School.
[29] Noor, N. (2025). Halal service quality: Systematic review, conceptual model and future research. Journal of Islamic Accounting and Business Research. Advance online publication. https://doi.org/10.1108/JIABR-06-2024-0211
[30] Noor, N. M. (2025). Halal service quality: A systematic review and conceptual model. Journal of Islamic Accounting and Business Research, 16(2), 245–262. https://www.emerald.com/insight/content/doi/10.1108/JIABR-06-2024-0211/full/html
[31] Noor, N. M. M., Ab Talib, M. S., & Azmi, A. C. (2025). Halal service quality: A systematic review and conceptual model. Journal of Islamic Accounting and Business Research, 16(1), 1–20. https://doi.org/10.1108/JIABR-06-2024-0211
[32] Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1), 12–40.
[33] People 1st. (2013). State of the nation report: Hospitality and tourism. UK Commission for Employment and Skills.
[34] Pratten, J. D. (2003). The importance of waiting staff in restaurant service. British Food Journal, 105(11), 826–834. https://doi.org/10.1108/00070700310511618
[35] Saaidin, S., Abidin, I. H. Z., & Ismail, R. (2018). Factors Influencing Muslim Customers' Level of Confidence in the Halal Logo in Malaysia. Journal of Islamic Marketing, 9(3), 446–460. https://doi.org/10.1108/JIMA-02-2017-0019
[36] Saaidin, N., Ab Hamid, N. R., & Nurbayah, S. (2018). Muslim consumers’ perceptions of service quality for the halal food service industry. International Journal of Academic Research in Business and Social Sciences, 8(11), 715–728. https://doi.org/10.6007/IJARBSS/v8-i11/4937
[37] Setiawan, F., Qadariyah, L., Nahidloh, S., Dzikrulloh, H., Holis, & Jumanto. (2024). Towards SDG sustainable halal tourism development: Integration of sustainability and religious morality. SDGs Review Journal, 5(2). https://doi.org/10.47172/2965-730X.SDGsReview.v5.n02.pe02893
[38] Schiffman, L. G., & Wisenblit, J. (2019). Consumer behavior (12th ed.). Pearson Education.
[39] Spadaro, G., Graf, C., Jin, S., Arai, S., Inoue, Y., Lieberman, E., Rinderu, M. I., Yuan, M., Van Lissa, C. J., & Balliet, D. (2022). Cross-cultural variation in cooperation: A meta-analysis. Journal of Personality and Social Psychology, 123(5), 1024–1088. https://doi.org/10.1037/pspi0000389
[40] Sriminarti, N., & Nora, R. (2018). The influence of religiosity on halal food purchasing intention. International Journal of Business and Management, 13(2), 123–132.
[41] Statista. (2022, November). Projected market size of the Muslim travel market worldwide from 2021 to 2026. https://www.statista.com/statistics/1258740/muslim-travel-market-size-worldwide/
[42] Talib, M. S. A., Ali, K. A. M., & Jamaludin, K. R. (2008). Quality assurance in Halal food manufacturing in Malaysia: A preliminary study. Proceedings of the International Conference on Mechanical & Manufacturing Engineering (ICME2008), Johor Bahru, Malaysia.
[43] Tieman, M. (2011). The application of Halal in supply chain management: in‐depth interviews. Journal of Islamic Marketing, 2(2), 186-195.
[44] Tieman, M. (2020). Halal risk management: Combining robustness and resilience. Journal of Islamic Marketing, 11(4), 810–831. https://doi.org/10.1108/JIMA-01-2019-0018
[45] United Nations. (2019). World population prospects 2019: Highlights. United Nations Department of Economic and Social Affairs. https://population.un.org/wpp/Publications/Files/WPP2019_Highlights.pdf
[46] Walmsley, J. (2004). Inclusive learning disability research: The (nondisabled) researcher's role. British Journal of Learning Disabilities, 32(2), 65–71. https://doi.org/10.1111/j.1468-3156.2004.00281.x
[47] Wong, S. C.-k., & Ko, A. (2009). Exploratory study of understanding hotel employees’ perception on work–life balance issues. International Journal of Hospitality Management, 28(2), 195–203. https://doi.org/10.1016/j.ijhm.2008.07.001
[48] Zakaria, Z. Z., Benslimane, F. M., Nasrallah, G. K., Shurbaji, S., Younes, N. N., Mraiche, F., Da’as, S. I., & Yalcin, H. C. (2018). Using zebrafish for investigating the molecular mechanisms of drug-induced cardiotoxicity. BioMed Research International, 2018, Article 1642684. https://doi.org/10.1155/2018/1642684

Keywords:

SERVQUAL, Halal Practices, Muslim-Friendly Restaurants, Halal Tourism, Reliability, Assurance, Tangibility, Empathy, Responsiveness.