The Effect of Post-Purchased Perceived-Value Towards the Relationship Quality of Hajj and Umra Travel Agencies in Indonesia

Abstract

Purpose: About 23% of world's population is Muslims, and it is predicted to grow to 35% in the next 20 years. Million of Muslims from all over the world take Hajj and Umra every year, and Indonesia leads the largest Hajj pilgrims in the world. This makes huge demand for Hajj and Umra travel agencies. To date there are 244 licensed Hajj and Umra travel agencies in Indonesia. However, studies on Hajj and Umra travel agencies are scarce. The initial attempt to study Hajj Umra travel agencies only focused on the impact of perceived value on relationship quality. There is a need to build a more comprehensive model on Hajj and Umra travel agencies.The purpose of this study is to build a comprehensive model on Hajj and Umra travel agencies and to test the model on empirical data. This study attempted to build models from various studies on general travel agencies, with key variables of relationship quality, satisfaction, word-of-mouth, and loyalty.Design/methodology approach: This study uses quantitative design with cross sectional data collection, and convenient sampling will be used to select respondents who already use the service of Hajj and Umra travel agencies in Jabodetabek. Respondents filled structured questionnaires. Data will be analyzed with structural equation modeling. Findings: The findings are to be announced. The data collection is ongoing, and analyses are on pilot-test stage, testing the reliability and validity of the measurements as well as the wordings.Research Limitations: The study limits to travel agencies only and does not employ Hajj and Umra tour packages into the model. The study also has limited population.Practical implications: Results of this study will be beneficial to travel agencies by offering insights to factors that drive satisfaction, loyalty, and word-of-mouth in Hajj and Umra travel agenctes.Originality/value: The study extends the understanding of consumers on religious tourism, in particular Hajj and Umra travel agencies by building and empirically testing a comprehensive model on Hajj and Umra travel agencies.