The influence of Umrah service operation on customer value, trust, and commitment
-
DOIhttp://dx.doi.org/10.21511/im.19(3).2023.05
-
Article InfoVolume 19 2023, Issue #3, pp. 51-61
- 539 Views
-
213 Downloads
This work is licensed under a
Creative Commons Attribution 4.0 International License
Umrah is one of the Muslim pilgrimage journeys to the holy city of Makkah. Many Umrah agents provide good services to attract customers. One of the crucial aspects for Umrah agents is service operation quality. The study aims to investigate the influence of service operations on the value, trust, and commitment of Umrah pilgrims in Jakarta, Indonesia. This paper uses a quantitative approach and employs SEM-PLS to analyze the data. Data were collected through an online questionnaire from 425 respondents. The respondents are Umrah pilgrims who performed their pilgrimage before 2019 through agents registered in Jakarta. However, only 370 responses qualified. The results show a strong relationship between service operations and customer value, trust, and commitment. There is also a relationship between customer value and customer commitment and between customer trust and customer commitment. Service operations also have an influence on commitment with trust as a mediator. However, service operations do not influence commitment when mediated by customer value. The practical implication of this study is that Umrah agents should increase their service operation, particularly information technology-based services, add Islamic and social values, and increase the cognitive commitment among customers.
- Keywords
-
JEL Classification (Paper profile tab)M30, M31, L93
-
References44
-
Tables8
-
Figures1
-
- Figure 1. Research framework
-
- Table 1. Research variables and dimensions
- Table 2. Score categorization
- Table 3. Respondent demographics
- Table 4. Convergent validity and internal consistency test
- Table 5. Internal consistency test
- Table 6. R-Square value
- Table 7. F-Square value
- Table 8. Path coefficients and statistical tests
-
- Agustia, D., Haryanto, S. D., Permatasari, Y., & Midiantari, P. N. (2022). Product innovation, firm performance and moderating role of technology capabilities. Asian Journal of Accounting Research, 7(3), 252-265.
- Aranda, D. A. (2002). Relationship between operations strategy and size in engineering consulting firms. International Journal of Service Industry Management, 13(3), 263-285.
- Asnawi, N., Sukoco, B. M., & Fanani, M. A. (2020). The role of service quality within Indonesian customers satisfaction and loyalty and its impact on Islamic banks. Journal of Islamic Marketing, 11(1), 192-212.
- Bashir, H., Beigh, R. A., Rumysa, Bashir, S., Bazaz, A. Y., Beigh, A. A., & Farooq, R. (2017). Experience of Umrah Trip to Saudi Arabia from Kashmir India: Model study on management and facilities to pilgrims by custodian of Holy Mosques Kingdom of Saudi Arabia. Journal of Tourism & Hospitality, 6(6).
- Battour, M., Mady, K., Salaheldeen, M., Elsotouhy, M., Elbendary, I., & Boğan, E. (2023). AI-enabled technologies to assist Muslim tourists in Halal-friendly tourism. Journal of Islamic Marketing, 14(5), 1291-1309.
- Bryson, J., & Daniels, P. (2015). Handbook of service business: Management, marketing, innovation and internationalization (464 p.). Edgar Elgar Publishing.
- Cahyono, E. F., Rani, L. N., & Kassim, S. (2020). Perceptions of the 7p marketing mix of Islamic banks in Indonesia: What do twitter users say about it? International Journal of Innovation, Creativity and Change, 11(11), 300-319.
- Creswell, J. W. (2014). Research design, qualitative, quantitative, and mixed methods approaches (4th ed.). SAGE Publications, Inc.
- Dramicanin, S., Peric, G., & Pavlovic, N. (2021). Job satisfaction and organizational commitment of employees in tourism: Serbian Travel agency case. Strategic Management, 26(4).
- Dutta, S., Chauhan, R. K., & Chauhan, K. (2017). The impact of electronic service quality’s dimensions on customer trust for online travel agencies in India. Turizam, 21(3), 111-122.
- Eid, R., & El-Gohary, H. (2015). Muslim tourist perceived value in the hospitality and tourism industry. Journal of Travel Research, 54(6), 774-787.
- Faulkner, D. (2007). Strategic management. The University of London.
- Fianto, B. A., Gan, C., Widiastuti, T., Sukmana, R., & Foroudi, P. (2020). Customer loyalty to Islamic banks: Evidence from Indonesia. Cogent Business & Management, 7(1), 1859849.
- Hair, J. F., C.Back, W., Babin, B. J., & E.Anderson, R. (2014). Multivariate Data Analysis. In P. N. I. Edition (Ed.). Pearson Education Limited Education Limited (Seventh Ed). British Library Cataloging.
- Handriana, T., Yulianti, P., & Kurniawati, M. (2020). Exploration of pilgrimage tourism in Indonesia. Journal of Islamic Marketing, 11(3), 783-795.
- Harper, H. (2018). Managing operations. In H. Harper (Ed.), Management in further education. London: Routledge.
- Hartono, S. E. (2017). The performance of service delivery and relationship marketing in building corporate image to increase customer trust at Sharia Insurance in Jakarta. European Journal of Research and Reflection in Management Science, 5(2), 74-85.
- Haryono, S. (2017). Metode SEM Untuk Penelitian Manajemen: AMOS, LISREL, & PLS/SEM. Luxima Metro Media. (In Indonesian).
- Hassan, T. H., Abdou, A. H., Taha, S., Mostafa A., Abdelmoaty, & Salem, A. E. (2022). Religious tourists’ satisfaction with services and their impacts on spirituality in the post-COVID-19 era. Sustainability, 14(20), 13335.
- Huma, S., Ahmed, W., Ikram, M., & Khawaja, M. I. (2020). The effect of logistics service quality on customer loyalty: Case of logistics service industry. South Asian Journal of Business Studies, 9(1), 43-61.
- Jaaron, A. A. M., & Backhouse, C. J. (2011). Systems thinking for call centre service design: Affective commitment implications in manufacturing enterprises. Service Industries Journal, 31(4), 613-628.
- Jasin, M., Firmansyah, A., Umi Anisahd, H., I Wayan Ruspendi Junaedie, & Harisf, I. (2023). The effects of customer satisfaction, perceived service quality, perceived value, and brand image on customer loyalty. Uncertain Supply Chain Management, 11(2), 763-768.
- Johnston, R., & Clark, G. (2005). Service operations management, improving service delivery (2nd ed.). Edinburgh: Pearson Education Limited.
- Kalia, P., Kaushal, R., Singla, M., & Parkash, J. (2021). Determining the role of service quality, trust and commitment to customer loyalty for telecom service users: A PLS-SEM approach. The TQM Journal, 33(7), 377-396.
- Khan, E. A., & Shambour, M. K. Y. (2018). An analytical study of mobile applications for Hajj and Umrah services. Applied Computing and Informatics, 14(1), 37-47.
- Lin, J. S. C., & Hsieh, P. L. (2011). Assessing the self-service technology encounters: Development and validation of SSTQUAL scale. Journal of Retailing, 87(2), 194-206.
- Lodorfos, G., Kostopoulos, G., & Kaminakis, K. (2015). The impact of service delivery system effectiveness on service quality: A hierarchical approach. International Journal of Business Performance Management, 16(2-3), 169-181.
- Maglio, P. P., Kieliszewski, C. A., & Spohrer, J. C. (2010). Handbook of Service Science. New York: Springer.
- Maisuroh, M., Suprapto, Y. K., & Affandi, A. (2020). A fuzzy servqual method for evaluated Umrah service quality. Conference on Smart Technology and Applications (ICoSTA) (pp. 1-6). Surabaya, Indonesia.
- Md Nor, M. N., Ya, S., Ahmad, Z., Fuad, N., Mat Noor, A. N., & Kamarulzaman, K. (2020). The role of service quality on Muslim customer satisfaction: A case of sustainable Umrah industry in Malaysia. In N. Kaur & M. Ahmad (Eds.), Charting a Sustainable Future of ASEAN in Business and Social Sciences (pp. 113-122). Singapore: Springer.
- Musliha, & Adinugraha, H. H. (2022). Digital marketing in tourism destinations. Jurnal Ekonomi dan Bisnis Airlangga, 32(2), 130-137.
- Neff, A. A. (2016). Using Information Systems for the Realization of Service Operations Management in Industrial Equipment Enterprises. 4482.
- Oktora, K., & Achyar, A. (2014). The Effect of Post- Purchased Perceived-Value Towards The Relationship Quality of Hajj and Umrah Travel Agencies in Indonesia. The South East Asian Journal of Management, 8(1), 29-46.
- Othman, B., Harun, A., Rashid, W., & Ali, R. (2019). The impact of Umrah service quality on customer satisfaction towards Umrah travel agents in Malaysia. Management Science Letters, 9(11), 1763-1772.
- Othman, B., Harun, A., Taha, M.Y., Aref, K. F. A., & Sadq, Z. M. (2020). The relationship between Umrah service quality dimensions and Umrah customer loyalty: A study on the Umrah travelling industry in Malaysia. Journal of Critical Reviews, 7(13), 2131-2142.
- Prajogo, D. I., & McDermott, C. M. (2008). The relationships between operations strategies and operations activities in service context. International Journal of Service Industry Management, 19(4), 506-520.
- Ramli, A. H. (2013). Pengaruh sistem penyampaian jasa terhadap citra rumah sakit swasta tipe C di Makasar [The influence of service delivery systems to type C private hospital image in Makasar]. Media Riset Bisnis & Manajemen, 12(2), 147-168. (In Indonesian).
- Ratnasari, R. T., Gunawan, S., Septiarini, D. F., Rusmita, S. A., & Kirana, K. C. (2020). Customer satisfaction between perceptions of environment destination brand and behavioural intention. International Journal of Innovation, Creativity and Change, 10(12), 472-4872020.
- Ridha, M., & Harris, R. (2020). Service quality related to customer satisfaction with Umrah worship package preparation at PT. Marco Tour and Travel Jakarta: Spearman’s correlation coefficient. Proceedings of the 3rd International Conference on Vocational Higher Education (ICVHE 2018).
- Romadhoni, R., Santoso, B., Hermawan, H., & Qomariah, N. (2020). Important performance analysis for measuring customer satisfaction for Umrah services bureau. SSRG International Journal of Economics and Management Studies, 7(4), 60-66.
- Sampson, S. E. (2012). Visualizing service operations. Journal of Service Research, 15(2), 182-198.
- Sekaran, U., & Bougie, R. (2017). Metode penelitian untuk bisnis [Business research methods] (6th ed.). Salemba Empat. (In Indonesian).
- Sirdeshmukh, D., Singh, J., & Sabol, B. (2002). Consumer Trust, Value, and Loyalty in Relational Exchanges. Journal of Marketing, 66(1), 15-37.
- Van De Walle, S., Kampen, J. K., Bouckaert, G., & Maddens, B. (2002). Service Delivery Satisfaction and Trust in Government: The Micro – Performance Hypothesis. ASPA’s 63rd National Conference, Phoenix, 1-11.