Risk assessment of halal products and services: Implication for tourism industry

Abstract

This empirical study entailed proposing conceptual models for investigating customers' satisfaction, their intention to recommend, and their continued intention to purchase and consume halal products and services. Complexity theory was used to support the developed models. The study applied a symmetrical analysis to investigate the risk factors that are sufficient for affecting the desired outcomes. An asymmetrical approach was used to explore the causal configurations that lead to both high and low outcomes scores. A necessary condition analysis was performed to identify the risk conditions required to achieve the expected outcomes. The models were tested using data collected on the perceptions of patrons at international halal restaurants in Malaysia. According to the results, the heterogeneous interactions of risk conditions support complexity theory. Policy implications for the status of the tourism industry and the Muslim world are discussed at the end of the paper. • We explore causal models to formulate high and low desired responses of halal consumers. • We investigate the effects of different risk types associated with halal items on the outcomes of the models. • We identify the necessary risk conditions for achieving desired responses from halal consumers. • We use complexity theory to explain the complexity of halal consumers' behavior. • We provide guidelines for addressing the risks associated with halal items.