The Influence of Religion on Patronage Behavior in Islamic Base Retail Store.
Keywords:
influence of religion, consumer patronage behavior, Islamic positioning storeAbstract
The proposed study will evaluate the influence of religion on Islamic base retail store patronage behavior in Malaysia. The idea of having this study was based on the increasing growth of Islamic positioning store concept. Previous studies revealed that there are many factors that contribute to consumer patronage behavior, such as service quality, price, product attributes, store atmosphere and promotion. However, with the increasing consciousness of Malaysian -Muslim consumer towards halal products, there will be other factors that encourage them to patronize a store. The study assumed that, religion will have much influence on consumer patronage behavior because they have their own code of conduct, and they behave and shop differently. Furthermore, the attributes of an Islamic positioning store which is understudied in the retailing area will also be evaluated.
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