Assessing business satisfaction with halal certification services: An evaluation of halal assurance agency performance using the SERVQUAL model
Vol 8, Issue 8, 2024
VIEWS - 133 (Abstract) 81 (PDF)
Abstract
This study aims to determine the level of satisfaction of business actors with halal certification services by the Halal Product Assurance Organizing Agency (BPJPH), the only Indonesian government-owned agency for halal certification. This study uses a mixed method (quantitative-qualitative), with data collected using questionnaires involving 2367 respondents. The overall quality of certification services was evaluated using key dimensions from the perspective of the Service Quality Model (SERVQUAL), such as (1) certification requirements, (2) information and procedures, (3) completion time, (4) costs/tariffs, (5) service products, (6) competencies of executors, (7) executor behavior, (8) complaint handling, and (9) suggestions and inputs. Data were analyzed using descriptive analysis and the analysis of the weighted average of each dimension of satisfaction with the quality of public services. This study revealed that the overall satisfaction level of business actors was 84.86 (0–100). Among the nine indicators measured, eight fall within the “good” category (above 80.19); one indicator, i.e., the processing time of halal certification, was rated unsatisfactory (76.45); and none was classified as “very good.” The service gap between business actors’ expectations and BPJPH’s service delivery indicates the need to improve halal certification services. These include improvement in completion time, the executive’s behavior, costs, infrastructure, and information and procedures to streamline the certification process. The application of the SERVQUAL model in assessing halal certification standards in this study highlights the specific dimensions of service quality and the performance gaps, suggesting the need for continuous improvement to meet customer expectations effectively. This study examines halal certification services from BPJPH based on inputs from a large sample of Indonesian companies.
Keywords
Full Text:
PDFReferences
Ab Rashid, N., & Bojei, J. (2019). The relationship between halal traceability system adoption and environmental factors on halal food supply chain integrity in Malaysia. Journal of Islamic Marketing, 11(1), 117–142. https://doi.org/10.1108/jima-01-2018-0016
Ab Talib, M. S., & Zulfakar, M. H. (2023). Sustainable halal food supply chain management in a small rentier halal market. Arab Gulf Journal of Scientific Research. https://doi.org/10.1108/agjsr-11-2022-0251
Abdallah, A. (2021). Has the Lack of a Unified Halal Standard Led to a Rise in Organized Crime in the Halal Certification Sector? Forensic Sciences, 1(3), 181–193. https://doi.org/10.3390/forensicsci1030016
Adekunle, B., & Filson, G. (2020). Understanding halal food market: Resolving asymmetric information. Food Ethics, 5(1–2). https://doi.org/10.1007/s41055-020-00072-7
Al-Mahmood, O. A., & Fraser, A. M. (2023). Perceived challenges in implementing halal standards by halal certifying bodies in the United States. PLOS ONE, 18(8), e0290774. https://doi.org/10.1371/journal.pone.0290774
Al‐Teinaz, Y. R. (2020). What is Halal Food? In: The Halal Food Handbook. Wiley. pp. 7–26. https://doi.org/10.1002/9781118823026.ch1
Ambali, A. R., & Bakar, A. N. (2014). People’s Awareness on Halal Foods and Products: Potential Issues for Policy-makers. Procedia-Social and Behavioral Sciences, 121, 3–25. https://doi.org/10.1016/j.sbspro.2014.01.1104
Amer, M. (2024). Halal standards’ implementation in Palestinian food sector: its drivers and impact on performance. Arab Gulf Journal of Scientific Research, 42(1), 2–29. https://doi.org/10.1108/agjsr-09-2022-0168
Anderson, E. W., Fornell, C., & Lehmann, D. R. (1994). Customer Satisfaction, Market Share, and Profitability: Findings from Sweden. Journal of Marketing, 58(3), 53–66. https://doi.org/10.1177/002224299405800304
Annabi, C. A., & Ibidapo-Obe, O. O. (2017). Halal certification organizations in the United Kingdom. Journal of Islamic Marketing, 8(1), 107–126. https://doi.org/10.1108/jima-06-2015-0045
Asnawi, N., Sukoco, B. M., & Fanani, M. A. (2019). The role of service quality within Indonesian customers satisfaction and loyalty and its impact on Islamic banks. Journal of Islamic Marketing, 11(1), 192–212. https://doi.org/10.1108/jima-03-2017-0033
Atalan-Helicke, N. (2023) Halal Certification in the United States and the Expansion of Halal Markets. In: Turaeva, R., Brose, M. (editors). Religious Economies in Secular Context. Cham: Springer International Publishing (New Directions in Islam). pp. 21–55. https://doi.org/10.1007/978-3-031-18603-5_2.
Atiah, I. N., & Fatoni, A. (2019). Halal Assurance System: A Comparative Study of Indonesia and Malaysia. Journal of Islamic Economics, Finance and Banking, 3(2), 37. https://doi.org/10.35448/jiec.v3i2.6585
Badruldin, B., Mohamed, Z., Sharifuddin, J., et al. (2012). Clients’ perception towards JAKIM service quality in Halal certification. Journal of Islamic Marketing, 3(1), 59–71. https://doi.org/10.1108/17590831211206590
Bakry, N., Habibi Mz, M., Aziz, N., et al. (2023). The paradigm of modern food products and its relevance with the concept of food in the Quran. Heliyon, 9(11), e21358. https://doi.org/10.1016/j.heliyon.2023.e21358
Bowen, D. E., Fisk, R. P., Bateson, J. E. G., et al. (2023). Learning from the pioneering founders of the service research field. Journal of Service Management, 34(4), 605–630. https://doi.org/10.1108/josm-03-2023-0121
Creswell, J. W., & Creswell, J. D. (2017). Research design: Qualitative, quantitative, and mixed methods approaches. Sage publications.
Darmalaksana, W. (2023). How is the halal certification policy implemented? Perspective analysis of small and medium enterprises (SMEs) in Indonesia. Journal of Islamic Accounting and Business Research. https://doi.org/10.1108/jiabr-12-2022-0342
De Boni, A., & Forleo, M. B. (2019). Italian halal food market development: drivers and obstacles from experts’ opinions. Journal of Islamic Marketing, 10(4), 1245–1271. https://doi.org/10.1108/jima-05-2018-0087
Giyanti, I., Indrasari, A., Sutopo, W., et al. (2021). Halal standard implementation in food manufacturing SMEs: its drivers and impact on performance. Journal of Islamic Marketing, 12(8), 1577–1602. https://doi.org/10.1108/jima-11-2019-0243
Haleem, A., Khan, M. I., & Khan, S. (2019). Halal certification, the inadequacy of its adoption, modelling and strategizing the efforts. Journal of Islamic Marketing, 11(2), 384–404. https://doi.org/10.1108/jima-05-2017-0062
Halim, N. R. A., Mutalib, S. A., Abd Ghani, M., et al. (2024). Non-conformance report (NCR) on Malaysia halal certification: A case study among small-medium scale food enterprises (SMEs) in Malaysia. Food Control, 160, 110298. https://doi.org/10.1016/j.foodcont.2024.110298
Hanifasari, D., Masudin, I., Zulfikarijah, F., et al. (2024). Millennial generation awareness of halal supply chain knowledge toward purchase intention for halal meat products: empirical evidence in Indonesia. Journal of Islamic Marketing, 15(7), 1847–1885. https://doi.org/10.1108/jima-01-2023-0012
Hariani, D., & Hanafiah, M. H. (2023). The competitiveness, challenges and opportunities to accommodate the Halal tourism market: a Sharia-law tourism destination perspectives. Journal of Islamic Marketing, 15(3), 919–942. https://doi.org/10.1108/jima-05-2023-0147
Hasyim, S. (2022). The Halal Project in Indonesia: Shariatization, Minority Rights and Commodification. Executive summary. The Halal Project in Indonesia, VII–VIII. https://doi.org/10.1355/9789815011777-002
Hendratmi, A., Agustina, T. S., Sukmaningrum, P. S., et al. (2022). Livelihood strategies of women entrepreneurs in Indonesia. Heliyon, 8(9), e10520. https://doi.org/10.1016/j.heliyon.2022.e10520
Heriqbaldi, U., Esquivias, M. A., Samudro, B. R., et al. (2023). Do National Export Promotion Programs in Indonesia support export competitiveness? Heliyon, 9(6), e16918. https://doi.org/10.1016/j.heliyon.2023.e16918
Heriqbaldi, U., Jayadi, A., Erlando, A., et al. (2023). Survey data on organizational resources and capabilities, export marketing strategy, export competitiveness, and firm performance in exporting firms in Indonesia. Data in Brief, 48, 109112. https://doi.org/10.1016/j.dib.2023.109112
Irfany, M. I., Khairunnisa, Y., & Tieman, M. (2024). Factors influencing Muslim Generation Z consumers’ purchase intention of environmentally friendly halal cosmetic products. Journal of Islamic Marketing, 15(1), 221–243. https://doi.org/10.1108/jima-07-2022-0202
Izhar Ariff Mohd Kashim, M., Abdul Haris, A. A., Abd. Mutalib, S., et al. (2023). Scientific and Islamic perspectives in relation to the Halal status of cultured meat. Saudi Journal of Biological Sciences, 30(1), 103501. https://doi.org/10.1016/j.sjbs.2022.103501
Jaswir, I., Sari, D. P., Haji Che Daud, M. R. bin, & Sukmana, R. (2023). Motives for participation in halal food standard implementation: an empirical study in Malaysian halal food industry. International Journal of Islamic and Middle Eastern Finance and Management, 16(5), 928–954. https://doi.org/10.1108/imefm-07-2021-0264
Khan, S., Khan, M. I., & Haleem, A. (2019). Evaluation of barriers in the adoption of halal certification: a fuzzy DEMATEL approach. Journal of Modelling in Management, 14(1), 153–174. https://doi.org/10.1108/jm2-03-2018-0031
Koeswinarno, Sujibto, B. J., Fakhruddin, M., Atieqoh, S. (2023) Non-Muslim Acceptance of Halal Products in the Context of Business Development. In: Rafiki, A. (editor). Digitalization in Halal Management. Singapore: Springer Nature Singapore (Contributions to Environmental Sciences & Innovative Business Technology). pp. 193–207. https://doi.org/10.1007/978-981-99-5146-8_13
Lestari, F., Kurniawan, R., Arifin, J., et al. (2023). An integrated framework for the measurement of halal good manufacturing practices on the case of SMEs in the food sector. Journal of Islamic Marketing, 14(1), 82–105. https://doi.org/10.1108/jima-04-2021-0105
Liu, R., Cui, L., Zeng, G., et al. (2015). Applying the fuzzy SERVQUAL method to measure the service quality in certification & inspection industry. Applied Soft Computing, 26, 508–512. https://doi.org/10.1016/j.asoc.2014.10.014
Md Nawi, N. H., Megat Ahmad, P. H., Ibrahim, H., et al. (2023). Firms’ commitment to Halal standard practices in the food sector: impact of knowledge and attitude. Journal of Islamic Marketing, 14(5), 1260–1275. https://doi.org/10.1108/jima-10-2021-0333
Muhamed, A. A., Salim, N., Ab Rahman, M. N., et al. (2023). Effects of supply chain orientation on firm performance: insights from a Malaysian case study of halal-certified small and medium-sized enterprises. Journal of Small Business & Entrepreneurship, 35(6), 927–943. https://doi.org/10.1080/08276331.2020.1848328
Mukherjee, S. (2014). Global Halal: Meat, Money, and Religion. Religions, 5(1), 22–75. https://doi.org/10.3390/rel5010022
Najmi, A., Ahmed, W., & Jahangir, S. (2023). Firm’s readiness for halal food standard adoption: assessing the importance of traceability system. Journal of Islamic Accounting and Business Research, 14(8), 1451–1473. https://doi.org/10.1108/jiabr-09-2020-0293
Othman, B., Shaarani, S. M., & Bahron, A. (2016a). Evaluation of knowledge, halal quality assurance practices and commitment among food industries in Malaysia. British Food Journal, 118(8), 2033–2052. https://doi.org/10.1108/bfj-12-2015-0496
Othman, B., Shaarani, S.M. and Bahron, A. (2016b). The potential of ASEAN in halal certification implementation: A review. Pertanika Journal of Social Sciences and Humanities, 24(1), 1–24.
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). Servqual: A multiple-item scale for measuring consumer perc’. Journal of retailing, 64(1), 12.
Permani, R., Sahara, S., Satria, D., et al. (2023). The impacts of food certificate adoption on e-commerce income among small online agri-food sellers. Journal of Agribusiness in Developing and Emerging Economies. https://doi.org/10.1108/jadee-10-2022-0231
Prabowo, S., Abd Rahman, A., Ab Rahman, S., et al. (2015). Revealing factors hindering halal certification in East Kalimantan Indonesia. Journal of Islamic Marketing, 6(2), 268–291. https://doi.org/10.1108/jima-05-2014-0040
Prasilowati, S. L., Suyanto, S., Safitri, J., & Wardani, M. K. (2021). The Impact of Service Quality on Customer Satisfaction: The Role of Price. Journal of Asian Finance, Economics and Business, 8(1), 451–455. https://doi.org/10.13106/jafeb.2021.vol8.no1.451
Regenstein, J. M., Chaudry, M. M., & Regenstein, C. E. (2003). The Kosher and Halal Food Laws. Comprehensive Reviews in Food Science and Food Safety, 2(3), 111–127. https://doi.org/10.1111/j.1541-4337.2003.tb00018.x
Shahid, S., Parray, M. A., Thomas, G., et al. (2023). Determinants of Muslim consumers’ halal cosmetics repurchase intention: an emerging market’s perspective. Journal of Islamic Marketing, 14(3), 826–850. https://doi.org/10.1108/jima-08-2021-0265
Silalahi, S. A. F. (2023). Do consumers need halal label? Evidence from small and medium enterprises segment in a major Muslim environment. Journal of Islamic Marketing, 15(2), 470–492. https://doi.org/10.1108/jima-12-2021-0401
Sudarsono, H., Ikawati, R., Kurnia, A., et al. (2024). Effects of religiosity, halal knowledge and halal certification on the intention of Muslims to use the halal vaccine during COVID-19 pandemic. Journal of Islamic Marketing, 15(1), 79–100. https://doi.org/10.1108/jima-06-2021-0179
Suryawan, A. S., Hisano, S., & Jongerden, J. (2022). Negotiating halal: The role of non-religious concerns in shaping halal standards in Indonesia. Journal of Rural Studies, 92, 482–491. https://doi.org/10.1016/j.jrurstud.2019.09.013
Susanty, A., Puspitasari, N. B., Jati, S., et al. (2021). Impact of internal and external factors on halal logistics implementation. Journal of Islamic Marketing, 13(5), 1143–1170. https://doi.org/10.1108/jima-09-2020-0293
Susanty, A., Puspitasari, N. B., Silviannisa, S., et al. (2022). Measuring halal logistics implementation. Journal of Islamic Marketing, 14(7), 1669–1695. https://doi.org/10.1108/jima-08-2021-0266
Truong, N. T., Dang-Pham, D., McClelland, R. J., et al. (2020). Service innovation, customer satisfaction and behavioral intentions: a conceptual framework. Journal of Hospitality and Tourism Technology, 11(3), 529–542. https://doi.org/10.1108/jhtt-02-2019-0030
Tumiwa, R. A. F., Ningsih, G. M., Romarina, A., et al. (2023). Investigating halal food Supply chain management, halal certification and traceability on SMEs performance. Uncertain Supply Chain Management, 11(4), 1889–1896. https://doi.org/10.5267/j.uscm.2023.6.003
Usman, H., Chairy, C., & Projo, N. W. K. (2022). Impact of Muslim decision-making style and religiosity on intention to purchasing certified halal food. Journal of Islamic Marketing, 13(11), 2268–2289. https://doi.org/10.1108/jima-01-2021-0027
Usman, H., Chairy, C., & Projo, N. W. K. (2023). Between awareness of halal food products and awareness of halal-certified food products. Journal of Islamic Marketing, 14(3), 851–870. https://doi.org/10.1108/jima-07-2021-0233
Wannasupchue, W., Mohamad, S. F., Ishak, F. A. C., et al. (2021). Challenges to obtain halal certification among restaurants in northeast Thailand. Journal of Islamic Marketing, 14(2), 607–621. https://doi.org/10.1108/jima-04-2021-0124
Windasari, N. A., Azhari, N. P. D. A., & Putra, I. F. (2023). Assessing consumer preferences on halal service: the emergence of Sharia hospitals for Muslim consumer. Journal of Islamic Marketing, 15(1), 22–41. https://doi.org/10.1108/jima-07-2022-0192
Wirdyaningsih, Karimah, I., Syahida, A. Q., & Nabilah, A. M. (2020). The Optimization of Halal Certification in Indonesia: Finding Right Balance between Consumer and Businessmen Interest. In: Proceedings of the 2nd International Conference of Law, Government and Social Justice (ICOLGAS 2020). https://doi.org/10.2991/assehr.k.201209.319
Zainuddin, M., Dininazmi Sabri, M., Azemi, A., et al. (2024). Analysis of Halal Certification Management in Jakim through Public Complaint Feedback. International Journal of Religion, 5(1), 1–16. https://doi.org/10.61707/x9mfqz48
Zakaria, Z., & Shoid, N. Z. M. (2023). Halal food product innovation according to Shariah law. Innovation of Food Products in Halal Supply Chain Worldwide, 13–21. https://doi.org/10.1016/b978-0-323-91662-2.00020-x
Zulfa, E. A., Ismail, T. Q., Hayatullah, I. K., et al. (2023). Regulation and law enforcement on the protection of halal products in Indonesia. Cogent Social Sciences, 9(2). https://doi.org/10.1080/23311886.2023.2273344
DOI: https://doi.org/10.24294/jipd.v8i8.6418
Refbacks
- There are currently no refbacks.
Copyright (c) 2024 Warnis, Fauziah, Dwi Martiningsih, Ibnu Hasan Muchtar, Rahmat Saehu, Miguel Angel Esquivias, Lyla Rachmaningtyas
License URL: https://creativecommons.org/licenses/by/4.0/
This site is licensed under a Creative Commons Attribution 4.0 International License.