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Unlocking Customer Satisfaction of Halal Restaurant in South Korea through Online Review Analysis

Narariya Dita Handani, Hak-Seon Kim

Article ID: 1501
Vol 7, Issue 2, 2022, Article identifier:

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Abstract

The purpose of this study is to examine customer satisfaction of halal restaurants that have received halal certification from the Korea Muslim Federation (KMF). A total of 1,544 reviews from 11 halal-certified restaurants in South Korea were collected from Google reviews using SCTM 3.0 (Smart Crawling and Text Mining). UCINET 6.0 is used to analyze the network centrality and perform CONCOR analysis. This study quantitatively identified the relationship among five dimensions: halal cuisine, Islamic dining, food menu, service and value. However, Islamic dining, service, and value were positively impacted to customer satisfaction. This study indicates that the Halal label is a significant factor in the dining preferences of halal restaurant customers in South Korea. The results of this study may be useful in marketing halal restaurants in South Korea which have not applied for halal certification from the Korea Muslim Federation.

Keywords

Halal food; South Korea halal restaurant; Halal certification; Customer satisfaction; Semantic network analysis

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DOI: https://doi.org/10.18063/esp.v7.i2.1501
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