Fast, fresh, healthy and halal: a mobile food app recipe for Muslim millennial loyalty

Abstract

Purpose The purpose of this study is to apprise mobile loyalty to halal food purchasing, including food quality, mobile quality, perceived value and satisfaction as its causes, and analyze the halal trust and health risk moderating role on the connections between mobile loyalty and its determinants. Design/methodology/approach A total of 307 responses from millennial Muslims were collected from the Bandung region of Indonesia via an online survey. Partial least squares modeling was applied to review the proposed mobile loyalty model. Findings This research found that the mobile loyalty model integrating halal food quality, mobile service quality, perceived value and satisfaction has satisfactory goodness of fit. The research confirms the function of mobile service quality but not halal food quality as drivers of mobile loyalty. Next, this study suggests that halal trust and health risks do not moderate the association between mobile loyalty and its determinants. Practical implications This study recommends that managers devote resources to upgrading the quality of their mobile apps to build loyalty. Offering high-quality halal food is also an important driver of millennial Muslim satisfaction. Originality/value To the best of the authors’ knowledge, this research is the first to investigate mobile loyalty in halal food.