An Integrated Model of Business Ethics and Halal Certification in Building Sustainable Customer Loyalty
Abstract
This study examines how business ethics and halal certification jointly contribute to sustainable customer loyalty in the halal meat industry. Although prior research has explored ethical business conduct, halal certification, customer value, customer satisfaction, and customer loyalty, these constructs have rarely been integrated into a unified structural model grounded in Islamic economics and halal governance. Drawing on Islamic business ethics, maqāṣid al-sharīʿah, and relationship marketing theory, this study develops and tests a model linking business ethics, halal certification, customer value, customer satisfaction, and customer loyalty. Using a quantitative explanatory design, data were collected through an online questionnaire from 220 Indonesian consumers who had purchased halal-certified meat products and were analyzed using Covariance-Based Structural Equation Modeling (CB-SEM) with IBM SPSS AMOS. The findings show that business ethics and halal certification positively and significantly influence customer value and customer satisfaction. Customer value significantly enhances satisfaction, while customer satisfaction emerges as the strongest predictor of loyalty. This study contributes to the ethical and halal marketing literature by demonstrating that credible halal assurance and ethical conduct serve as strategic mechanisms for value creation, satisfaction, and sustainable customer loyalty
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