According to PSIC model in Figure 4, which is for Thai consumers, customer loyalty was most
influenced by service marketing mix, especially for physical environment (e.g. clean, beautiful, and
functional with praying room, clean restroom, and parking space) and process with speed and accuracy.
In order to attract Thai customers, halal restaurants operators should put high effort in their service
marketing mix components as dining out for Thai consumers means they need something different
from home dining.
Although internal marketing had no direct effect on customer loyalty, its indirect effect through
perceived service quality was significant. Employee motivation and satisfaction should also be focused to
improve restaurant service quality. These inputs from 2 aspects, i.e. service marketing mix and internal
marketing, would create high perceived service quality which directly generates customer loyalty.
In accordance with Figure 5, Non-Thai Consumer Model (PISC), internal marketing had direct
influence on non-Thai customer loyalty which is quite different from Thai customers. This could imply
that foreign customers pay more attention to service manner and have less interest in service marketing
mix as they visit as travelers. Their need is to have halal food to serve their Islamic fundamental
need and to receive standard service. However, service marketing mix is yet important to create
perceived service quality which finally enhances foreign customer loyalty in restaurant business. Physical
environment still plays an important role among foreigners. Moreover, foreign customers require official
halal certification or official announcement to ensure halal quality of restaurants. Accordingly, official
halal certification and providing information through official website are important for foreign consumers.