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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.
Aisyah Rahmawati - Personal Name
Sucherly - Personal Name
Asep Mulyana - Personal Name
Sutisna - Personal Name
Sucherly - Personal Name
Asep Mulyana - Personal Name
Sutisna - Personal Name
NONE
electronic file
2023
Innovative Marketing, Volume 19, Issue 3, 2023
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