Muslim consumers’ patronage intention towards Korean restaurant chains in Malaysia

Korean restaurant chains are a chain of restaurant that is known for serving a variety of foods of Korean heritage. The Korean food are rapidly gaining worldwide acceptance especially from the younger generations as Korean pop culture is now a powerhouse of its own in mainstream media. As these restaurants are gaining popularity, Muslim consumers are not excluded from having high interest and demand in these restaurants. Whatever the situation is, Muslim consumers still have to follow the religious requirement especially in choosing the Halal food. Thus, a few factors have been chosen to be reviewed in this study such as promotion, Halal awareness, subjective norms, hedonic value and utilitarian value that might affects Muslim consumers' patronage intention towards Korean restaurant chains in Malaysia.