Halal-friendly airline services: rituals, attitudes and multi-group differences by religion and gender in Thailand
Zulfiqar Ali Jumani & Chichaya Leruksa
Abstract
Purpose This study aims to investigate how Halal-friendly airline attributes shape travellers’ attitudes and intentions to fly in Thailand, a non-Muslim-majority nation. It further examines the mediating roles of rituals and attitudes and explores whether these relationships differ by gender and religion, thereby providing a nuanced understanding of consumer heterogeneity. Design/methodology/approach Survey data were collected from 651 air travellers in Thailand using convenience sampling. The measurement model incorporated Halal-friendly in-flight experiences, in-flight customer services, in-flight services, as well as rituals, attitudes and the intention to fly. Partial least squares structural equation modelling was used to test hypothesised relationships. Measurement invariance of composite models (MICOM) and multi-group analysis (MGA) were conducted to assess differences between Buddhist and Muslim respondents, and between female and male travellers. Findings The results confirm that Halal-friendly in-flight experiences, in-flight customer service and in-flight services, as well as rituals and attitudes, significantly enhance the intention to fly, with rituals exerting the strongest effect. Mediation analysis shows that both rituals and attitudes serve as important mechanisms through which Halal-friendly attributes shape intention. MICOM established partial measurement invariance, while MGA revealed no significant religion-based differences. However, gender-based analysis identified differences along three structural paths: from Halal-friendly in-flight customer service to rituals; from Halal-friendly in-flight services to intention; and from rituals to intention. Originality/value This study advances Islamic marketing scholarship by highlighting the centrality of ritual support and attitudinal reinforcement in Halal airline services. It also provides novel insights into consumer heterogeneity, showing that while religious affiliation does not alter structural relationships, gender differences do shape behavioural intention.
Evidence weight
Balanced mode · F 0.40 / M 0.15 / V 0.05 / R 0.40
| F · citation impact | 0.50 × 0.4 = 0.20 |
| M · momentum | 0.50 × 0.15 = 0.07 |
| V · venue signal | 0.50 × 0.05 = 0.03 |
| R · text relevance † | 0.50 × 0.4 = 0.20 |
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