The influence of Umrah service operation on customer value, trust, and commitment

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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.

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    • 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
    • Conceptualization
      Aisyah Rahmawati, Sucherly, Asep Mulyana, Sutisna
    • Formal Analysis
      Aisyah Rahmawati, Sucherly
    • Investigation
      Aisyah Rahmawati
    • Methodology
      Aisyah Rahmawati, Sucherly, Asep Mulyana
    • Validation
      Aisyah Rahmawati, Sucherly, Asep Mulyana, Sutisna
    • Visualization
      Aisyah Rahmawati, Sutisna
    • Writing – original draft
      Aisyah Rahmawati
    • Writing – review & editing
      Aisyah Rahmawati
    • Supervision
      Sucherly, Asep Mulyana, Sutisna
    • Project administration
      Asep Mulyana, Sutisna
    • Data curation
      Sutisna