CONTINUED PATRONAGE AFTER HYGIENE PENALTIES AND EXTENDED TPB STUDY IN ALOR SETAR
DOI:
https://doi.org/10.55197/qjssh.v7si5.1737Keywords:
Theory of Planned Behaviour, continued patronage intention, perceived risk, restaurant hygiene, consumer behaviour, food safetyAbstract
Hygiene enforcement can alter how customers evaluate a restaurant, although a previous violation does not necessarily end subsequent patronage. Evidence explaining this behaviour remains limited, particularly after customers become aware of an official hygiene penalty. This study therefore examined Continued Patronage Intention toward a Nasi Kandar restaurant in Alor Setar by incorporating Perceived Risk into the Theory of Planned Behaviour (TPB). Questionnaire data from 351 customers were analysed with SPSS. The four-predictor regression model accounted for 28.5% of variation in Continued Patronage Intention. Attitude recorded the largest standardised effect (β = .321, p < .001). Subjective Norm (β = .216, p < .001) and Perceived Behavioural Control (β = .173, p = .001) were also significant, whereas Perceived Risk was not (β = −.010, p = .837). The evidence therefore supports the three original TPB determinants in this post-enforcement context but does not show an additional direct contribution from Perceived Risk. The findings provide a behavioural explanation for continued restaurant patronage after hygiene action and suggest that customer evaluation, social influence, and perceived control remain relevant when operators seek to recover customer confidence.
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Copyright (c) 2026 MUHAMMAD HAZIQ MOHD HAFIZ, JOESRI MOHAMAD SABER, MUHAMMAD IZZUL IRFAN NAZARUDDIN, AZLAN SALIM, RAJA ISKANDAR PUTERA RAJA MUSTAPHA
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