Transgressions of Halal-Certified Service Providers: An Exploration of Consumer Forgiveness and Responses among Muslims in Malaysia

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... [ view full abstract ]

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.