e-ISSN 2231-8542
ISSN 1511-3701

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Unscrambling Determinants of Islamic Retail Experiential Value(IREV) at Indian Muslim Food Retail Outlets: A Focus Group Analysis

Syaharizah Abdul Aziz*, Rozita Naina Mohamed and Sofiah Abd Rahman

Pertanika Journal of Tropical Agricultural Science, Volume 25, Issue S, February 2017

Keywords: Emotional states, environmental stimuli, Muslim customers, retail experience

Published on: 11 Sep 2017

Retail experiences can represent either a hedonic or utilitarian value in the experience consumption. For Muslim customers, their perception, evaluation and emotions in experience consumption are influenced by Islamic Values through the centricity of faith. Therefore, retail food outlets need to deliver suitable concept anticipated by Muslim customers which are religiously conscientious. Based on the Stimulus Organism Response (S-O-R) paradigm, this qualitative study aims to explore Muslim customers' experience in food consumption. The focus group technique was conducted to produce an in-depth understanding of the topic, with 'environmental stimuli' and 'customer emotions' were the main themes being discussed in the context of Indian Muslim restaurant. There were two groups of respondents in this study; the Millennials and Gen Xs who resided in Klang Valley and this paper summarizes the main findings from this focus group analysis. Among others, it was found that the components of Islamic Values embedded in the Muslim customer's spirituality have inspired Islamic Retail Experiential Value theory building.

ISSN 1511-3701

e-ISSN 2231-8542

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