Customer importance vs service performance: A multifaceted investigation in the Indonesia halal certification

Fauziah, Fauziah, Wicaksono, Ahmad Tibrizi Soni ORCID: https://orcid.org/0000-0001-8643-1351, Miranti, Titis ORCID: https://orcid.org/0000-0002-8720-3809, Muchtar, Ibnu Hasan, Atieqoh, Siti, Imansah, Retno Kartini Savitaningrum and Rosidi, Achmad (2025) Customer importance vs service performance: A multifaceted investigation in the Indonesia halal certification. Journal of Islamic Marketing. ISSN 17590841

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Abstract

This study aims to measure the consumer satisfaction index (CSI) and show the gap between importance and performance attributes in halal certification services. This study uses CSI, paired-sample t-tests and importance performance analysis (IPA) with measurement indicators. The sample size was 2,743, drawn from 34 provinces in Indonesia. The results showed that the CSI value was 88.6%, but the results of the paired sample t-test showed a difference and gap between importance and performance, with an average value of 4.27%. According to IPA, establishing service requirements, ensuring ease of access to information on halal certification services and streamlining consumer complaint submission were attributes of high consumer importance and low performance. This research has limited access to foreign business actors; therefore, the research sample only accommodates domestic business actors. This study emphasizes the need for policymakers to formulate customer-centric policies by evaluating customer satisfaction and service provider performance based on customer importance and service performance. This study encourages the adoption of public service attributes to measure customer satisfaction in the halal certification process. In addition, it designed a service satisfaction evaluation model by sequentially elaborating the CSI, paired sample t-test and IPA approaches into one unit to reveal the satisfaction values.

Item Type:	Journal Article
Keywords:	Halal certification service; Halal system; Consumer satisfaction index; Importance performance analysis
Subjects:	15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1503 Business and Management > 150313 Quality Management 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1504 Commercial Services > 150401 Food and Hospitality Services 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150505 Marketing Research Methodology 22 PHILOSOPHY AND RELIGIOUS STUDIES > 2204 Religion and Religious Studies > 220403 Islamic Studies
Divisions:	Faculty of Economics > Department of Islamic Banking
Depositing User:	Ahmad Tibrizi Soni Wicaksono
Date Deposited:	10 Nov 2025 14:02

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