ABSTRACT
The increasing Muslim population worldwide has directly resulted to the growth of demand for Islamic product and services. In responding to this, the Sharia Compliant Hotel (SCH) is a new type of hotel that has been introduced by hoteliers to cater the needs of Muslim tourists in Malaysia. Perceived value has been empirically demonstrated to have enormous influence on customer behaviour. However, there is a lack of empirical evidence regarding the effects of Muslim Customer Perceived Value (MCPV) on consumer purchase intention toward Sharia Compliant Hotel. Therefore, the purpose of the study is to understand the effects of Muslim consumer perceived value on behavioural intention. Knowledge of Muslim customer perceived value provided by this study can be useful for hoteliers to plan effective marketing programs and provide the best experience, as well as Halal services that meet the needs and expectations of Muslim tourists.
