Abstract
The main aim of this study is to explore the impact of the dimensions of Umrah service quality on customer satisfaction for Umrah and customer loyalty for Umrah in the travel industry. Increasingly intense competition and structural shifts in the business environment are now pushing companies to adopt a customer-focused strategy that elevates the value of customer-related constructs such as customer satisfaction, quality of service, and consumer loyalty in describing the success of a company. Umrah service efficiency, Umrah customer satisfaction, and Umrah customer loyalty were calculated from the literature using a 5-point Likert scale. Structural equation modeling was carried out to analyze the impact of Umrah service quality on customer satisfaction in Umrah and customer loyalty in Umrah. The result showed that all dimensions of service quality influenced customer satisfaction and loyalty of Umrah's customers. The study's key drawback is that it was confined only to the Malaysian nation. Second, the present study only focuses on the traveling industry in Umrah. The results clearly indicate the dimensions of the quality of Umrah service that the practitioners must concentrate on in order to provide a better quality of service.
Highlights
Over the past two decades, general interest in service quality in research fields has shown that a position has been taken in various research on service quality
Lin (2010) had affirmed that SERVQUAL had received the most attention compared to other instrument of service quality and it had been recognized as the most extensively used instrument for assessing service quality (Brwa Sardar Ahmad, Zana Majed Sadq, Bestoon Othman, 2019; Et. al., 2021; Ghaffarkadhim et al, 2019; Tawfiq Aziz et al, 2021) in service management and marketing literature (Stodnick & Rogers, 2008). 2.9 Hypotheses development In the study, the aim of this study is to explore the influence of service quality on customer satisfaction and customer loyalty in Umrah traveling
In order to fulfill the existing gap in Umrah traveling services for Mecca and Medina in Kingdom of Saudi Arabia context, the present study proposes the following hypothesis: H2: If the Service quality provided by Umrah travel agents are excellent, this will lead to Umrah Customer satisfaction
Summary
Over the past two decades, general interest in service quality in research fields has shown that a position has been taken in various research on service quality. There was a review of the embodied centrifugal relationship between customer service efficiency, performance enhancement, and competitiveness in the organization. This partnership clearly demonstrated that enhancing customer satisfaction, in turn, would lead to improved efficiency and competitiveness (Ricky and Pratiwi, 2017; Saupi et al ., 2019). Any criteria and metrics of customer satisfaction and quality of service are used by the managers of service units to measure the institution's customer needs. Service companies regard the standard of service as a significant weapon to preserve their competitiveness in the marketplace.
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