From Halal Management Practices to Customer Loyalty: The Mediating Role of Trust and Moderating Role of Religiosity in Asnaf Entrepreneurship

HRMARS - This study examines the relationship between halal management practices and customer loyalty within the context of asnaf entrepreneurship by incorporating the mediating role of customer trust and the moderating role of religiosity. Grounded in Signalling Theory, Commitment-Trust Theory, and Religiosity Theory, the study aims to explain how halal-oriented practices influence customer behavioral outcomes in resource-constrained entrepreneurial environments. A quantitative cross-sectional design was employed, and data were collected from 300 customers with prior purchasing experience from asnaf-owned businesses in Malaysia. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings revealed that halal management practices significantly influence customer trust and customer loyalty. Customer trust also significantly affects customer loyalty and mediates the relationship between halal management practices and loyalty. In addition, religiosity significantly moderates the relationships between halal management practices and customer trust, as well as between customer trust and customer loyalty. The study contributes to the halal marketing and Islamic entrepreneurship literature by extending understanding of trust-building mechanisms and religious influences within asnaf entrepreneurship. The findings also provide practical implications for policymakers, zakat institutions, and halal authorities in strengthening the sustainability and competitiveness of asnaf-owned businesses.