Service quality and customer loyalty in halal ethnic restaurants amid the COVID-19 pandemic: a study of halal Uzbekistan restaurants in South Korea

Abstract

This present study examined which service quality factors and the COVID-19 were related to overall satisfaction. Moreover, it explored whether customers’ satisfaction increased their loyalty toward halal ethnic restaurants. This study examined which service-quality factors were related to overall satisfaction. Moreover, it explored whether customers’ satisfaction increased their loyalty toward halal ethnic restaurants during the COVID-19 pandemic. The data were collected from a total of 227 respondents. The results show that the dimensions of service quality consist of five factors, namely, COVID-19 safety, employee service, ambience, cleanliness, and food quality. Cleanliness and food quality positively influence overall satisfaction. One factor, obligatory safety (COVID-19 safety), however, has a negative effect on overall satisfaction. Furthermore, employee service and ambience does not show a statistically significant effect on overall satisfaction. Finally, overall satisfaction positively influences loyalty. The results also reveal the following: customers might prefer voluntary participation in strict regulations for reducing the transmission of COVID-19 at restaurants; cleaning tables and checking clean dishes should be regularly enforced during restaurant operations; food quality was an important component; for small ethnic restaurants with limited financial investment in digitalization, improving food quality could be a key factor for increasing their positive evaluations and their customers’ loyalty. The results provide empirical evidence that expands the literature on halal ethnic restaurants.

Keywords:

• Service quality
• the COVID-19 pandemic
• halal ethnic restaurant
• satisfaction
• loyalty

REVIEWING EDITOR:

• Pier Luigi Sacco, Humanities, IULM University, Milano, Italy

SUBJECTS:

• Food and Beverage Management; Hospitality Management; The Hospitality Industry

Introduction

Service quality and repeated patronage are fundamental issues in hospitality and tourism (Parasuraman et al., 1988). Numerous studies on restaurants have explored the tangible and intangible attributes of service quality at restaurants and have proposed service-quality models for different restaurant types, such as fine dining (Han & Hyun, 2017), ethnic restaurants (Shokhsanam & Ahn, 2021), and fast-food restaurants (Chen et al., 2018). The findings of these studies have provided insights into allocating the limited resources of restaurants and maximizing positive outcomes in the highly competitive restaurant industry (Zeithaml et al., 1996). Moreover, customers are inclined to show positive customer behavioral intentions such as positive word of mouth (WOM) and repeated patronage towards restaurants that promise to provide certain products and services (Ryu & Jang, 2007; Zeithaml et al., 1996). On the other hand, service delivery failures lead to detrimental outcomes, such as complaints, customer dissatisfaction, and negative WOM, which might influence a number of customers, restaurant sales, and profit margins (Zhang et al., 2021). Moreover, the COVID-19 pandemic brought about dramatic changes in hospitality and tourism. Governments introduced COVID-19 prevention guidelines and regulations, and the restaurant industry has had to comply with the strict protocols and regulations (Centers for Disease Control and Prevention (CDC), 2022; Central Disaster Management Headquarters (CDMH), 2022a). Customers have shown a high preference for food delivery and food packages (Kim et al., 2021), avoid close interactions with employees, and prefer employees to be clean and wearing masks (Shokhsanam & Ahn, 2021). Recently, research on the effects of the COVID-19 pandemic on the restaurant industry has discussed risks, resilience, and changes in the industry (Brizek et al., 2021; Dedeoğlu & Boğan, 2021; Kim et al., 2021; Luo & Xu, 2021; Neise et al., 2021; Yang et al., 2021).

However, few studies have been performed in halal ethnic restaurants. Since the global Muslim population is approximately 1.8 billion and the number of Muslim tourists has been growing, the hospitality and tourism industries show an increased attention to halal food and the lifestyle of Muslims visiting non-Muslim countries (Thomson Reuters, 2020). Halal food consumers are an important segment of inbound tourism in South Korea and foreign residents in Malaysia, Indonesia, Turkey, the Russian Federation, Uzbekistan, Pakistan, Iran, Bangladesh, and Saudi Arabia (Han & Lee, 2016; Korea Tourism Association (KTO), 2022). Both inbound Muslim tourists and Muslim residents in non-Muslim countries (e.g. Korea) have emotional distress and psychological discomfort when they encounter non-halal dishes (Akhtar et al., 2020). Due to this, the understanding of halal foods, halal certification management, and Muslim lifestyles have been drawn to the attention of scholars and practitioners (Han & Lee, 2016; Thomson Reuters, 2020). Research on halal ethnic restaurants could increase awareness of the behaviors of Muslim customers and provide important insights into more effective restaurant management and how to build competitive strategies (Shokhsanam & Ahn, 2021). Furthermore, research on halal food and restaurants and consumer behaviors of Muslims in non-Muslim countries could contribute to achieving sustainable development goals (SDGs) (UNWTO., 2018).

However, little research has been performed in the context of ethnic restaurants in the period of the pandemic. In this regard, this study aimed to examine what service-quality factors were related to overall satisfaction. Moreover, it aimed to explore whether customers’ satisfaction increased their loyalty toward halal ethnic restaurants. This study used the theoretical framework of the stimulus–organism–response suggested by Mehrabian and Russell (1974), the proposed model was developed. This study can enrich the extant literature on hospitality and tourism by providing empirical evidence in the context of restaurant management

Literature review

Halal ethnic restaurants and the effect of COVID-19

The South Korean Central Disaster Management Headquarters (CDMH) has reported the number of confirmed cases since December 2019 (Central Disaster Management Headquarters (CDMH), 2022b). The COVID-19 patients and the emergence of variants have influenced public campaigns and protocols for decreasing the number of infections and the rapid transmission of the virus, and for sharing knowledge about virus symptoms and treatment (Central Disaster Management Headquarters (CDMH), 2022a). Since international organizations and governments in many countries have insisted on cooperation regarding prevention strategies and effective policies, central and local governments have developed new regulations. Moreover, effective strategies have been translated from English into Korean and other languages. These instructions have been communicated on a regular basis (Centers for Disease Control and Prevention (CDC), 2022).

The Korean central government has recommended following new protocols and regulations for preventing the COVID-19 infection in the hospitality and tourism industry (Central Disaster Management Headquarters (CDMH), 2022a). Restauranteurs have to comply with recommended regulations and protocols, which change according to the number of people infected with COVID-19. Employees and owners of restaurants need to frequently check cleanliness and ventilation systems, ensure staff are wearing personal protection equipment (PPE) and are following personal hygiene procedures, and manage limited operation hours. Customers have to ensure that they follow an access control system on their smart phone via a personal QR code. They also must wear masks and are only allowed to sit with a maximum of 3–4 people per table (Centers for Disease Control and Prevention (CDC), 2022; Central Disaster Management Headquarters (CDMH), 2022a).

The investigation of service-quality management in the pandemic period has provided a better understanding of restaurant management regarding different types of restaurants, reduction of negative psychological effects, and introducing innovative technology, which also have to comply with the same strict regulations during the pandemic (Kim et al., 2021; McCain et al., 2021; Peng & Chen, 2021; Rehman et al., 2021; Yost et al., 2021; Yost & Cheng, 2021). Only few studies has been performed on restaurant service quality and customers’ dining experiences at ethnic restaurants (Shokhsanam & Ahn, 2021). Moreover, halal ethnic restaurants are often preferred by Muslim foreigners because of religious reasons. Therefore, this study aimed to examine Muslim foreign customers who visited halal ethnic restaurants.

Service quality and restaurants

Service quality can help understand customer’s perception and the restaurant management process (Parasuraman et al., 1988; Zeithaml et al., 1988). Previous research has explored different dimensions of service quality and proposed various conceptual models (Alhelalat et al., 2017; Al-Kilani & Hedhli, 2021; Erkmen & Hancer, 2019; Gazzoli et al., 2010; Gopi & Samat, 2020; He et al., 2020; Heung et al., 2000; Ing et al., 2020; Namkung & Jang, 2007; Zhong & Moon, 2020). However, scholars have not reached a consensus regarding the attributes of service quality, because research settings and situational influences vary. Previous seminal research has suggested service-quality models, such as the DinEx model (Bufquin et al., 2017; Stevens et al., 1995) and SERVQUAL (Parasuraman et al., 1988), and multiple dimensions of service-quality (Barber et al., 2011; Ha & Jang, 2010; Marković et al., 2010; Ryu & Han, 2011; Zhong & Moon, 2020). Many researchers have also pointed out important stimuli of service quality in restaurant contexts. Recently, some studies have extended service-quality models to include social interaction with other customers and the behaviors of other customers at restaurants (Bufquin et al., 2017).

This present study focused on five dimensions of service quality. First, COVID-19 safety is considered as a new element in a restaurant setting and requires the checking of customers’ temperatures, social distancing, and wearing masks (except for when a customer is consuming food and beverages) (Centers for Disease Control and Prevention (CDC), 2022; Central Disaster Management Headquarters (CDMH), 2022b). Second, food quality is considered a fundamental dimension. Moreover, previous research has demonstrated that outstanding food quality can increase positive evaluations of service quality (Bufquin et al., 2017; Erkmen & Hancer, 2019; Ing et al., 2020; Zhong & Moon, 2020). Third, employee service is a critical factor that is associated with the intangible assets of restaurants. It includes prompt action in response to customers’ needs, a kind and friendly attitude, and knowledge of menus and the restaurant itself (Alhelalat et al., 2017; Ing et al., 2020; Zhong & Moon, 2020).

Fourth, ambience includes tangible components of the physical environment and intangible components of the restaurant, such as interior design, decoration, background music, and lighting (Erkmen & Hancer, 2019; Ing et al., 2020). Finally, cleanliness is an essential dimension in the pandemic period and includes clean dining tableware, clean tables and floor, personal hygiene, and a clean restroom (Barber et al., 2011). This study includes multidimensional components of service quality at halal ethnic restaurants. As previous research has highlighted, the situation during the COVID-19 pandemic has caused changes to be made to the service process; this study explores safety at halal ethnic restaurants as one of the service-quality dimensions. Moreover, it also considers the cultural perspective of ethnic restaurants (Alhelalat et al., 2017; Shokhsanam & Ahn, 2021).

Restaurant service quality and customer satisfaction

Satisfaction refers to an assessment of service performance and the gap between previous expectations and the actual experience (Oliver, 1980, 1999). Satisfaction can increase a understanding of customer evaluations of service quality at a restaurant and improving the service process to decrease the discrepancy between the actual service delivered and customers’ perceptions of service quality (Parasuraman et al., 1985; Zeithaml et al., 1996). Extant research on service quality suggested different dimensions of service quality of different restaurant types (Lefrid, 2021; Mendocilla et al., 2021; Singh et al., 2022) and demonstrated a positive link to satisfaction (Erkmen & Hancer, 2019; Gopi & Samat, 2020; Marković et al., 2010; Zhong & Moon, 2020). Different service-quality dimensions in various restaurant contexts (e.g. hotel restaurants, ethnic restaurants, food trucks, airport restaurants, fine and casual dining, and fast food restaurants) have been tested the effects of service quality, revealing that service quality positively influences satisfaction (Bufquin et al., 2017; Gopi & Samat, 2020; Heung et al., 2000; Ing et al., 2020). For instance, Bufquin et al. (2017) explored the relationship between the dining-experience model and satisfaction by using data collected from 209 customers. The most influential dimension on satisfaction was healthy food, however, employee service, social connectedness, and restaurant ambience did not show positive effects on satisfaction. Erkmen and Hancer (2019) examined the fine dining experience and service quality. The results demonstrated that service quality affects the perceived level of satisfaction. Recently, Chun and Nyam-Ochir (2020) identified that service-quality attributes positively affect satisfaction by comparing two fast food restaurants. In this regard, the following statements posit:

• Hypothesis 1: Five dimensions of service quality positively influences satisfaction.

• Hypothesis 1-1: COVID-19 obligatory safety positively influences satisfaction.

• Hypothesis 1-2: Food quality positively influences satisfaction.

• Hypothesis 1-3: Employee service positively influences satisfaction.

• Hypothesis 1-4: Ambience positively influences satisfaction.

• Hypothesis 1-5: Cleanliness positively influences satisfaction.

Customer satisfaction and restaurant loyalty

Loyalty refers to customer commitment to repeatedly purchase their favorable products and services (Oliver, 1999). Highly loyal customers tend to purchase particular products or services regardless of any marketing promotions or situational factors (Oliver, 1997). Previous research has measured customer loyalty by focusing on intention to visit repeatedly and share positive comments with others (Erkmen & Hancer, 2019; Shokhsanam & Ahn, 2021). Many studies in restaurant contexts have indicated that satisfaction is a critical indicator for understanding loyalty and the relationship was supported by many studies in the restaurant industry (Erkmen & Hancer, 2019; Fu & Parks, 2001; Gopi & Samat, 2020; Ing et al., 2020; Marković et al., 2010; Shokhsanam & Ahn, 2021).

Specifically, Barber et al. (2011) explored the servicescape model, satisfaction, and loyalty and found that customer satisfaction is highly associated with repeat patronage. Zhong & Moon (2020) investigated the relationships between fast food restaurant attributes in China, satisfaction, happiness, and loyalty. The results indicate the positive association of two constructs. Recently, Shokhsanam & Ahn (2021) examined the relationship between service-encounter attributes, satisfaction, and loyalty at halal ethnic restaurants. The results found that highly satisfied customers show intention to revisit and pass on positive comments to others. In this regard, the following statement posits:

• H6: Satisfaction positively links to restaurant loyalty.

Method

Measures and data collection

Measurement items in survey questionnaire was developed from extant research for ensuring content validity, face validity, and criterion validity, and the potential respondents were contacted. The questionnaire was developed on an online survey platform (i.e. Survey Monkey) and distributed to the survey link to potential respondents. The online survey is divided into three sections. First, the respondents were asked to report their consumption behaviors at ethnic restaurants. Second, all concepts in the proposed model were included (see Figure 1). All measurement items were adopted from previous research (Canny, 2013; Han & Ryu, 2009; Ryu et al., 2012; Zeithaml et al., 1996). Satisfaction includes four measurement items (Oliver, 1997; Shokhsanam & Ahn, 2021). Loyalty includes three items (Oliver, 1997; Shokhsanam & Ahn, 2021). Finally, demographic characteristics questions were added. All items in the measurements use a 5-point Likert scale, ranging from 1 (‘strongly disagree’) to 5 (‘strongly agree’).

Figure 1. The proposed model.

The developed measurement questionnaire was created on SurveyMonkey. This study employed a convenience sampling technique. The survey links were distributed to someone who meets the research criteria such as those who lived in South Korea and were members of online communities for Uzbekistan people and social media platforms. This study targeted participants in this survey who were more than 18 years old and had visited Uzbekistan restaurants located. The restaurant visit experience was limited in geographic areas (i.e. South Korea) and the time period (e.g. within a year). The front page of this survey questionnaire provided a brief explanation of research purposes, and all measurement items in the survey were developed in English.

To improve the measurement items and check out mistakes and whether all measurement items were included, the principle researcher conducted a pilot test. The participants of the pilot test was approximately 39 university students in majoring in hospitality and tourism and experts in the field on March 2021. Moreover, the flow of each question was checked and any typographical errors were corrected. After receiving feedback and comments from graduate students and experts, draft measurement items were revised accordingly. Researchers attempted to include additional questions related to the current situation, such as policies and regulations during the COVID-19 pandemic and new rules that had been introduced in restaurants. The measurement items for face validity and content validity were confirmed. The research team checked whether the measurement items are suitable for assessing the constructs suggested in the proposed model. Furthermore, criterion validity was confirmed as the measurement item that was modified from previous research. Participants are encouraged to participate in the distributed online links and the online survey link was open from March to May 2021. Small incentives (an electronic coupon of two dollars) were given to randomly selected 50 participants who answered all questions. A total of 232 questionnaires were collected; however, some respondents skipped items or submitted incomplete surveys. Therefore, data from 227 respondents were used. This study uses descriptive analysis, two sequential factor analyses, and structural equation model (SEM) approach. Several reliability and validity perspectives (i.e. Cronbach’s alpha, composite reliability, convergent and discriminant validity) are tested. This study used STATA 17.0 for analyzing the collected data.

Results

Demographic characteristics

The results of demographic profile are presented in Table 1. The number of male participants (n = 164, 72.2%) is larger than female (n = 63, 27.8%). With regard to age groups, the majority of the respondents fall into the age group of 18 and 24 years old (M = 25 years old). Regarding the level of education status, approximately 55.5% (n = 126) have a bachelor’s degree and the next largest group is those with a postgraduate degree (n = 92, 40.5%), followed by those who were high school graduates (n = 6, 2.6%). The majority of the respondents were single (n = 160, 70.5%). Approximately 26.4% are married (n = 60). The majority of the respondents were students (n = 145, 63.9%). Approximately, 17.2% of the respondents (n = 39) reported that they had a part-time job, which was followed by those with a full-time job (n = 28, 12.3%), those that were self-employed (n = 10, 4.4%), and those that were unemployed (n = 3, 1.3%). Approximately 97.4% of the respondents (n = 221) reported that they were Muslim and 2.6% of the respondents reported that they were not Muslim. In terms of restaurant consumption, a majority of respondents reported that they visited several times (n = 203, 89.4%). Many respondents used family style halal ethnic restaurants (n = 73, 32.2%) and fine dining halal ethnic restaurants (n = 92, 40.5%). Approximately 30.4% of the respondents reported that their companions are three (n = 69, 30.4%). Finally, approximately 24.2% of the respondents reported that they received and used a promotional coupon (n = 55, 24.2%).

Table 1. Demographic information.

Variable	Category	n	%
Gender	Male	164	72.2
	Female	63	27.8
Age (Mean: 25)	18-24 years old	104	45.8
	25-29 years old	79	34.8
	30-34 years old	35	15.4
	35-39 years old	7	3.1
	40-45 years old	2	.9
Marital status	Single	160	70.5
	Married	60	26.4
	Other	7	3.1
Education	High school or less	6	2.6
	Associate degree	3	1.3
	Bachelor’s degree	126	55.5
	Post-graduate degree	92	40.5
Occupation	Full-time	28	12.3
	Part-time	39	17.2
	Self-employment	10	4.4
	Unemployed	3	1.3
	Student	145	63.9
	Other	2	.9
First visit	No, I visited several times	203	89.4
	Yes, it was my first visit.	24	10.6
Types of the restaurant	Fast food	15	6.6
	Fast causal	15	6.6
	Premium casual	25	11.0
	Family style	73	32.2
	Fine dining	92	40.5
	Other	7	3.1
Companion	1	19	8.4
	2	68	30.0
	3	69	30.4
	4	39	17.2
	5	32	14.1
Religion:	Yes	221	97.4
Muslim	No	6	2.6
Promotional	Yes	55	24.2
Coupon usage	No	172	75.8

The results of exploratory factor analysis (EFA)

The exploratory factor analysis was conducted to reveal the latent factors of service quality. After using varimax rotation and testing on the communality and rotated component matrix, five dimensions of service quality, satisfaction, and loyalty are tested as shown in Table 2. First, a total of 21 service quality items were used and excluded 8 items because of overloading (ex: ‘the restaurant improves indoor air quality in the COVID-19 period’, ‘the food offers healthy food options’, and ‘employees are wearing masks’. The EFA used the recommended criteria (Hair et al., 2009). The EFA results of service quality show Kaiser Meyer Olkin (KMO) was 0.876 and Bartlett’s test is statistically significant (χ2 = 1176.015, df = 78, p-value < 0.001). As shown in Table 2, the factor loadings of service quality dimensions were from 0.88 to 0.67. Second, the EFA results of satisfaction showed that KMO was 0.809 and Bartlett’s test is significant (χ2 = 335.511, df = 6, p-value < 0.001). Factor loadings of satisfaction were from 0.84 to 0.79. Finally, the EFA results of customer loyalty indicated that KMO was 0.694 and Bartlett’s test is statistically significant (χ2 = 273.321, df = 3, p-value < 0.001). Factor loadings of participation ranged from 0.764 to 0.838. The Cronbach’s Alpha ranged from 0.90 to 0.82. As shown in Table 2, the Cronbach’s Alpha ranged from 0.666 to 0.835.

Table 2. Exploratory factor analysis.

	Item	Factor loadings	Cronbach alpha
Obligatory safety (COVID-19 safety)	The restaurant checks customers’ QR codes.	.86	.797
	The restaurant checks customers’ temperature.	.83
	The restaurant controls the distance between customers.	.67
Employee quality	Employees provide prompt and quick service.	.83	.802
	Employees make me feel comfortable in dealing with them.	.81
	Employees are kind and patient while serving customers.	.68
Ambience	The restaurant has an attractive interior design and decor.	.79	.770
	Background music is pleasant.	.73
	Lighting creates a comfortable atmosphere.	.73
Cleanliness	The restaurant offers hand sanitizers for guests.	.82	.666
	The dining areas are thoroughly clean.	.73
Food quality	The restaurant offers halal dishes.	.88	.678
	The restaurant offers fresh food.	.67
Kaiser-Meyer-Olkin(KMO) = 0.876, Bartlett’s test of sphericity test (p < 0.001) Chi-square = 1176.015, df = 78
Satisfaction	I am satisfied with the restaurant.	.84	.835
	Overall, I am pleased with the food and services of the restaurant.	.83
	Purchasing services from the restaurant is usually a satisfying experience.	.81
	My feelings toward the restaurant’s services can be said as satisfied.	.79
Kaiser-Meyer-Olkin(KMO) = 0.809, Bartlett’s test of sphericity test (p < 0.001) Chi-square = 335.511, df = 6
Loyalty	I will visit the Halal restaurant when eating out in the future.	.90	.827
	I will regularly visit to the Halal restaurant when eating out in the future.	.87
	I will recommend the Halal restaurant to my family and friends.	.82
Kaiser-Meyer-Olkin(KMO) = 0.694, Bartlett’s test of sphericity test (p < 0.001) Chi-square = 273.321, df = 3

The results of confirmatory factor analysis (CFA)

As recommended by Anderson & Gerbing (1988), the underlying dimensions of service-quality items were identified using exploratory factor analysis. Next, CFA was computed to evaluate reliability and validity as shown in Tables 3 and 4. The model was tested by the structural equation model (SEM) analysis. The standardized loadings of CFA ranging from 0.59 to 0.86 are provided as presented in Table 3. The results derived from CFA indicate that the model-fit criteria meets the recommended value for the model fit: χ2 (149) = 256.952, p < .001 χ2/df = 1.725; GFI =.891; CFI = .950; TLI = .937; RMSEA = .057; SRMR = .053. Table 4 presents the acceptable and satisfactory of the model fit indices as suggested by previous research (Bagozzi & Yi, 1988; Fornell & Larcker, 1981). The results indicate an acceptable level of AVE values, discriminant validity as all squared correlation values are lower than the values of AVE, and the composite reliability from 0.681 to 0.836 in Table 3.

Table 3. The results of confirmatory factor analysis.

	Item	Item source	Standardized loading
Obligatory safety (COVID-19 safety)	The restaurant checks customers’ QR codes	Han & Ryu, 2009; Ryu et al., 2012; Canny, 2013; Zeithaml et al., 1996	.71
	The restaurant checks customers’ temperature		.77
	The restaurant controls the distance between customers		.78
Employee quality	Employees provide prompt and quick service		.68
	Employees make me feel comfortable in dealing with them		.81
	Employees are kind and patient while serving customers		.79
Ambience	The restaurant has an attractive interior design and decor		.73
	Background music is pleasant		.66
	Lighting creates a comfortable atmosphere		.80
Cleanliness	The restaurant offers hand sanitizers for guests		.59
	The dining areas are thoroughly clean		.84
Food quality	The restaurant offers halal dishes		.69
	The restaurant offers fresh food		.75
Satisfaction	I am satisfied with the restaurant	Oliver, 1997; Shokhsanam & Ahn, 2021	.74
	Overall, I am pleased with the food and services of the  restaurant		.77
	Purchasing services from the restaurant is usually  a satisfying experience		.78
	My feelings toward the restaurant’s services can be said as satisfied		.70
Loyalty	I will visit the Halal restaurant when eating out  in the future	Oliver, 1997; Shokhsanam & Ahn, 2021	.86
	I will regularly visit to the Halal restaurant when eating  out in the future		.69
	I will recommend the Halal restaurant to my family and  friends		.82

Table 4. Discriminant validity and model fits of the CFA.

	No. of items	Mean (Std dev.)	CR	AVE	1	2	3	4	5	6	7
1: Obligatory safety (COVID-19 safety)	3	3.36 (.95)	.797	.568	.754^a
2: Employee	3	3.72 (.77)	781	.545	.260 ^b	.738
3: Ambience	3	3.56 (.79)	.771	.527	.358	.267	.726
4: Cleanliness	2	3.77 (.75)	.685	.527	.304	.331	.366	.726
5: Food quality	2	4.10 (.76)	.681	.519	.278	.324	.312	.366	.720
6: Satisfaction	4	3.77 (.71)	.836	.560	.252	.315	.323	.438	.374	.748
7: Loyalty	3	3.95 (.78)	.835	.629	.092	.324	.279	.524	.407	.454	.793

Goodness-of-fit statistics.

Note: χ2 (149) = 256.952, p < .001 χ2 /df = 1.725; GFI =.891; CFI = .950; TLI = .937; RMSEA = .057; SRMR = .053.

CR: Composite reliability.

^a The square root of AVE values along the diagonal;.

^b Correlations  .

Results of SEM

The proposed model was examined, and the SEM was conducted. The sequential analysis approaches are useful to confirm the theoretical framework such as the stimuli-organism-response (SOC). As shown in Table 5, all model fit indices are above the recommended values of the model fit: (χ2 (154) = 296.405, p < .001; χ2/df = 1.925; GFI =.875; CFI = .935; TLI = .919; RMSEA = .064; SRMR = .061) (Byrne, 1998, 2009). R-square for satisfaction is 0.852 and R-square for loyalty is 0.701. COVID-19 safety (β = -0.16, p < 0.05) is negatively linked to satisfaction. Cleanliness (β = 0.55, p < 0.001) and food quality (β = 0.40, p < 0.01) are positively linked to satisfaction. Service quality offered by employees (β = 0.10, p = 0.38) and ambience quality (β = 0.09, p = 0.826) are not significantly associated with satisfaction. Employee service quality and ambience are not statistically significant. Lastly, customer satisfaction (β = 0.84, p < 0.001) is positively linked to loyalty. Therefore, as presented in Figure 2, hypotheses 4-6 were supported and hypotheses 1, 2, and 3 were not supported.

Figure 2. The path coefficients of the proposed model.

Table 5. The SEM results.

				Coefficient	z	Hypothesis
H1	Obligatory safety (COVID-19 safety)	→	Satisfaction	−0.16*	−2.15	Not support
H2	Employee	→	Satisfaction	0.10	0.95	Not support
H3	Ambience	→	Satisfaction	0.06	0.56	Not support
H4	Cleanliness	→	Satisfaction	0.55***	4.53	Supported
H5	Food quality	→	Satisfaction	0.40**	2.93	Supported
H6	Satisfaction	→	Loyalty	0.84***	25.54	Supported

Discussion

Theoretical and practical implications

The results have important theoretical implications. First, the results demonstrate the multiple service quality factors and suggest service quality at halal ethnic restaurants—namely, COVID-19 safety, employee service, ambience, cleanliness, and food quality. Chang & Cheng (2022) suggested inclusion of risk prevention measurement in service quality dimensions. One of the contributions is empirically testing obligatory safety (COVID-19 safety) during the COVID-19 pandemic, as well as core service-quality elements, such as food quality, employee service, and physical environments (i.e. ambience and cleanliness).

Second, the results suggest that COVID-19 safety shows a negative relationship with overall satisfaction. Although the safety is an essential component for protection against and reducing the risk of the COVID-19 virus, customers might not have had a pleasant experience following the strict regulations and new policies at restaurants (e.g. wearing masks, limited business hours, limited number of companions, vaccination, and QR check via an application). The efforts of risk prevention (i.e. obligatory safety) would strongly be associated with trust (Röhr et al., 2005) or foreign customers may consider other safety issues such as overcrowding which may not include the measurement items in this study (Wang et al., 2019). Further research needs to be conducted to obtain empirical evidence.

Third, clean environments at restaurants increase satisfaction. The dimensions of cleanliness and food quality are more influential and show positive relationships with overall satisfaction among customers visiting halal ethnic restaurants. The results identify that food quality and cleanliness are important factors. This can be found from extant research (Ha & Jang, 2010; Yang et al., 2021). Fresh ingredients, halal dishes, and clean environments are highly related to overall satisfaction. However, employee service and ambience show statistically insignificant influences on customer satisfaction. As previous research suggested (Shokhsanam & Ahn, 2021), the results might indicate that employee services may not be desired because of the risk of COVID-19 infection. Moreover, in terms of physical environment, cleanliness at restaurants might be more important than ambience in the formation of overall satisfaction. However, previous studies have emphasized the important role of employees’ service delivery and service process (Alhelalat et al., 2017; Han & Hyun, 2017). Future studies should test the role of employee service and food quality and its influence on satisfaction during the pandemic period. Finally, overall satisfaction positively influences loyalty. Consistent with previous research (Bufquin et al., 2017), consumers who positively assessed their restaurant experience tend to express positive behavioral intentions; they are willing to share positive comments with others and show a greater intention to revisit.

Restaurant managers and scholars in hospitality and tourism can obtain useful practical implications. First, COVID-19 safety is negatively linked to satisfaction. Restaurant managers and owners asked customers to follow COVID-19 guidelines at restaurants, but they did not provide sufficient information about COVID-19 safety and regulations to foreign residents or inbound tourists in their languages. Customers might not prefer involuntary participation in strict regulations for reducing the transmission of COVID-19 at restaurants. However, COVID-19 safety was strictly controlled by public health policies and regulations in South Korea from February 2020 to November 2021. The regulations have been changed flexibly. As a result, restaurant managers and owners should obtain accurate information about regulations and policies, and inform customers accordingly and politely request for them to follow the rules (i.e. QR check, body temperature, operational hours, social-distancing policy, contactless services, and the number of people allowed per table).

Second, cleanliness is one of the most important components among customers visiting ethnic restaurants. Cleaning tables and clean dishes should be regularly checked during restaurant operations. Restaurant employees should make sure that tables and chairs are always cleaned and inform customers of their higher concerns about restaurant cleanliness. Moreover, plate presentation and clean dishes can increase customers’ satisfaction.

Third, even though employees’ instant response to customers’ requests, appearance, and expertise have been identified in previous research (Alhelalat et al., 2017; Shokhsanam & Ahn, 2021), employee service did not have a statistically significant association with overall satisfaction. In this regard, employees should always wear personal protective equipment (PPE) and maintain a clean uniform. Restaurant managers and owners might need to introduce technology for non-face-to-face services, such as a tablet ordering systems or kiosks which might help to reduce customers’ direct interaction with employees.

Fourth, food quality is an important component. For small ethnic restaurants with limited financial investment for digitalization in their restaurants, improving food quality could be a key element in increasing positive evaluations and customer loyalty. Restaurant managers and owners might consider visually presenting their halal food certificate and their high standards for food quality control processes and provide fresh ingredients.

Finally, the results affirm the positive relationship between overall satisfaction and loyalty. Most respondents were young customers. Restaurant managers and owners could promote events (e.g. posting restaurant experience on social network platforms) for facilitating positive word of mouth among customers.

Research limitations and suggestions for further research

The implications provide more knowledge of ethnic restaurants and suggest empirical demonstration. However, the limitations should be noted. First, although the data is valuable, it uses convenience sampling and targeted mainly Uzbekistan Muslim customers in South Korea, the results cannot be over-generalized. This proposed model, therefore, should be repeatedly tested for validation in other contexts. Second, this study added COVID-19 safety as an important factor. Since the COVID-19 pandemic began, the policies and implementations with regard to restaurants have been changing according to the number of people infected with COVID-19. Future research should continue to test changes in restaurant regulations and protocols for implementing restaurant-management. Third, this study does not consider the moderating factors and uses the structural equation model. Previous research demonstrated differences between first visitors and repeated patrons and previous experience can be used as a moderating variable and can test unique characteristics of halal ethnic restaurants. Moreover, other methodologies (e.g. individual in-depth interviews and contents analysis), may provide useful insights into sustainable halal ethnic restaurant management.

Conclusions

This study examines the relationship between ethnic halal restaurant service quality dimensions, overall satisfaction, and restaurant loyalty during the pandemic period. The target respondents are Uzbekistan customers who had visited halal ethnic restaurants. The micro-and small restaurants comply with changed protocols and regulations guided by authorized organizations in Korea (Central Disaster Management Headquarters (CDMH), 2022a, 2022b). The results revealed that Obligatory safety (COVID-19 safety) is negatively associated with customer satisfaction. Customers may prefer autonomous and voluntary participation in regulations created after the COVID-19 pandemic. However, the results indicated that cleanliness is one of the important service quality factors among customers who decided to eat out at ethnic restaurants during the COVID-19 pandemic. Moreover, quality of food is also positively linked to customer satisfaction. Finally, highly satisfied customers tend to visit the restaurant again and show their willingness to tell positive comments to others. This study can contribute to documenting the different contexts of restaurant experiences among Muslim foreign customers who visited halal ethnic restaurants in Korea. Furthermore, this study can provide empirical evidence regarding the multi-dimensional factors of service quality, satisfaction, and loyalty in the ethnic restaurant contexts and in the temporal perspective.

Disclosure statement

No potential conflict of interest was reported by the author(s).

Additional information

Funding

This research did not receive any research funding.

Notes on contributors

Azam Kayumov

Azam Kayumov received a master degree from the College of Hospitality and Tourism Management at Sejong University. His research focus is service management, restaurant management, and tourism management.

Young-joo Ahn

Young-joo Ahn Ahn is an assistant professor in the College of Hospitality and Tourism Management at Sejong University. She is also a research fellow of the Tourism Industry Data Analytics Labs (TIDAL). Her research focuses on destination management, consumer behavior, and lifespan development.

Kiattipoom Kiatkawsin

Kiattipoom Kiatkawsin is an assistant professor in Business Communication and Design, Singapore Institute of Technology. His research focuses on business, communication, and design.

Ian Sutherland

Ian Sutherland is also a research fellow of the Tourism Industry Data Analytics Labs (TIDAL), which involves both academic and industry research towards tourism-related applications. His research focus is mainly on applications of big data, particularly text analytics, applied statistics, and machine learning.

Seweryn Zielinski

Seweryn Zielinski is an assistant professor in the College of Hospitality and Tourism Management at Sejong University. His research focus is integrated beach management, tourism beach certification, policy, coastal destination management, planning and management, and sustainable tourism.