The influence of service marketing mix and umrah service quality on customer satisfaction and customer loyalty towards umrah travel agents in Malaysia
In the Malaysian Umrah industry, there are so many new participants selling and offering similar products and services. As a result, Umrah providers must compete to survive in this industry, as there are currently so many competitors. They need to focus on customers’ special needs and preferences...
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| Format: | Thesis |
| Language: | English English English |
| Published: |
2020
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| Online Access: | http://eprints.uthm.edu.my/6/1/24p%20BESTOON%20ABDULMAGED%20OTHMAN.pdf http://eprints.uthm.edu.my/6/2/BESTOON%20ABDULMAGED%20OTHMAN%20COPYRIGHT%20DECLARATION.pdf http://eprints.uthm.edu.my/6/3/BESTOON%20ABDULMAGED%20OTHMAN%20WATERMARK.pdf |
| _version_ | 1796868197827215360 |
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| author | Othman, Bestoon Abdulmaged |
| author_facet | Othman, Bestoon Abdulmaged |
| author_sort | Othman, Bestoon Abdulmaged |
| collection | UTHM |
| description | In the Malaysian Umrah industry, there are so many new participants selling and
offering similar products and services. As a result, Umrah providers must compete to
survive in this industry, as there are currently so many competitors. They need to focus
on customers’ special needs and preferences to maintain and retain the long-term
relationship. Thus, the objective of this study is to examine the relationship between
service marketing mix and Umrah service quality on customer loyalty towards Umrah
travel agents, and the mediating effect of customer satisfaction in the relationship
between service marketing mix/service quality and customer loyalty towards Umrah
travel agents in Malaysia. This study explored and integrated two new dimensions
(not Ps) for service marketing mix namely after-sale service and marketing
communication rather than traditional service marketing mix of 7 P’s. The study’s
research framework was supported by the Stimulus-Organism-Response theory. Three
of the four main constructs namely; service marketing mix, Umrah service quality and
customer satisfaction were conceptualised as second order constructs and assessed via
the reflective-formative approach. Customer loyalty which acted as the dependent
variable was measured reflectively through seven multi items. All the items were
assessed using the 5-point Likert scale. Data was derived from 384 Umrah customers
who have used Umrah traveling services. All the constructs such as product, price,
promotion, place, people, process, physical evidence, marketing communication, and
after-sale service (marketing mix), Umrah service quality includes tangibles,
reliability, responsiveness, assurance, and empathy had significant effects on customer
satisfaction and customer loyalty. However, second hypothesis Umrah service quality
and customer loyalty which were found not significant. Two indirect effect hypotheses
to examine the role of customer satisfaction as mediators were accepted as full
mediation. The study findings were discussed thoroughly and concluded with a
discussion on the implications, the limitation of the study and recommendations for
future study. |
| first_indexed | 2024-03-05T21:36:13Z |
| format | Thesis |
| id | uthm.eprints-6 |
| institution | Universiti Tun Hussein Onn Malaysia |
| language | English English English |
| last_indexed | 2024-03-05T21:36:13Z |
| publishDate | 2020 |
| record_format | dspace |
| spelling | uthm.eprints-62021-06-06T07:35:13Z http://eprints.uthm.edu.my/6/ The influence of service marketing mix and umrah service quality on customer satisfaction and customer loyalty towards umrah travel agents in Malaysia Othman, Bestoon Abdulmaged HF Commerce In the Malaysian Umrah industry, there are so many new participants selling and offering similar products and services. As a result, Umrah providers must compete to survive in this industry, as there are currently so many competitors. They need to focus on customers’ special needs and preferences to maintain and retain the long-term relationship. Thus, the objective of this study is to examine the relationship between service marketing mix and Umrah service quality on customer loyalty towards Umrah travel agents, and the mediating effect of customer satisfaction in the relationship between service marketing mix/service quality and customer loyalty towards Umrah travel agents in Malaysia. This study explored and integrated two new dimensions (not Ps) for service marketing mix namely after-sale service and marketing communication rather than traditional service marketing mix of 7 P’s. The study’s research framework was supported by the Stimulus-Organism-Response theory. Three of the four main constructs namely; service marketing mix, Umrah service quality and customer satisfaction were conceptualised as second order constructs and assessed via the reflective-formative approach. Customer loyalty which acted as the dependent variable was measured reflectively through seven multi items. All the items were assessed using the 5-point Likert scale. Data was derived from 384 Umrah customers who have used Umrah traveling services. All the constructs such as product, price, promotion, place, people, process, physical evidence, marketing communication, and after-sale service (marketing mix), Umrah service quality includes tangibles, reliability, responsiveness, assurance, and empathy had significant effects on customer satisfaction and customer loyalty. However, second hypothesis Umrah service quality and customer loyalty which were found not significant. Two indirect effect hypotheses to examine the role of customer satisfaction as mediators were accepted as full mediation. The study findings were discussed thoroughly and concluded with a discussion on the implications, the limitation of the study and recommendations for future study. 2020-01 Thesis NonPeerReviewed text en http://eprints.uthm.edu.my/6/1/24p%20BESTOON%20ABDULMAGED%20OTHMAN.pdf text en http://eprints.uthm.edu.my/6/2/BESTOON%20ABDULMAGED%20OTHMAN%20COPYRIGHT%20DECLARATION.pdf text en http://eprints.uthm.edu.my/6/3/BESTOON%20ABDULMAGED%20OTHMAN%20WATERMARK.pdf Othman, Bestoon Abdulmaged (2020) The influence of service marketing mix and umrah service quality on customer satisfaction and customer loyalty towards umrah travel agents in Malaysia. Doctoral thesis, Universiti Tun Hussein Onn Malaysia. |
| spellingShingle | HF Commerce Othman, Bestoon Abdulmaged The influence of service marketing mix and umrah service quality on customer satisfaction and customer loyalty towards umrah travel agents in Malaysia |
| title | The influence of service marketing mix and umrah service quality on customer satisfaction
and customer loyalty towards umrah travel agents in Malaysia |
| title_full | The influence of service marketing mix and umrah service quality on customer satisfaction
and customer loyalty towards umrah travel agents in Malaysia |
| title_fullStr | The influence of service marketing mix and umrah service quality on customer satisfaction
and customer loyalty towards umrah travel agents in Malaysia |
| title_full_unstemmed | The influence of service marketing mix and umrah service quality on customer satisfaction
and customer loyalty towards umrah travel agents in Malaysia |
| title_short | The influence of service marketing mix and umrah service quality on customer satisfaction
and customer loyalty towards umrah travel agents in Malaysia |
| title_sort | influence of service marketing mix and umrah service quality on customer satisfaction and customer loyalty towards umrah travel agents in malaysia |
| topic | HF Commerce |
| url | http://eprints.uthm.edu.my/6/1/24p%20BESTOON%20ABDULMAGED%20OTHMAN.pdf http://eprints.uthm.edu.my/6/2/BESTOON%20ABDULMAGED%20OTHMAN%20COPYRIGHT%20DECLARATION.pdf http://eprints.uthm.edu.my/6/3/BESTOON%20ABDULMAGED%20OTHMAN%20WATERMARK.pdf |
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