Halal Restaurant Services Across Borders: A Comparative Conceptual Framework for Customer Satisfaction in Malaysia and Brunei

Abstract

This conceptual paper aims to develop a comparative framework that identifies the key service dimensions influencing customer satisfaction in halal food restaurant services across Malaysia and Brunei. While both countries share Islamic values and strong halal governance structures, they differ in market maturity, consumer expectations and technological adoption, creating a relevant context for comparison. The study addresses a gap in literature by offering a structured model that captures the intersection of religious assurance, experiential service quality and post-pandemic digital transformation in halal dining. The study adopts a conceptual research design based on a systematic review of secondary data from academic journals, conference papers and industry reports published between 2020 and 2025. A total of 33 relevant publications were selected through thematic filtering, focusing on the halal food service industry in Malaysia, Brunei and other Muslim-majority Southeast Asian contexts. No primary data collection was involved. The resulting framework identifies five key service dimensions: Halal Assurance, Food Quality, Service Quality, Ambience and Technology Integration as critical contributors to Customer Satisfaction. While these constructions are commonly observed, their relative importance may vary by national context due to differences in regulatory enforcement and cultural norms. This paper contributes a novel conceptual model for halal restaurant services, providing practical guidance for food and beverages (F&B) operators, policymakers and offering a theoretical base for future empirical research. The framework serves as a strategic tool for improving halal service delivery in diverse Muslim markets and supports the growing integration of technology with halal and Shariah-compliant consumer experiences.