Title: A conceptual model of perceived value and consumer satisfaction: a survey of Muslim travellers' loyalty on Umrah tour packages

Authors: Siti Hasnah Hassan; Amin Maghsoudi; Nurul Illiyani Mohd Nasir

Addresses: School of Management, Universiti Sains Malaysia, Pulau Pinang, Malaysia ' School of Management, Universiti Sains Malaysia, Pulau Pinang, Malaysia ' School of Management, Universiti Sains Malaysia, Pulau Pinang, Malaysia

Abstract: The global religious travel's market is growing tremendously as travelling is now becoming easy and cheap. However, there has been scant literature studying traveller's behaviour toward religious tourism, despite the fact that this sector is growing as the numbers of Muslim travellers are increasing each year. This paper is designed to analyse the impact of perceived value on satisfaction and loyalty toward Umrah tour package services. 190 samples were collected from Malaysian Muslim travellers visiting Mecca for Umrah and the data was analysed using the SmartPLS software. The results showed that the quality of package services and emotional values are significant predictors for the Muslim traveller's satisfaction, and this satisfaction mediates the link between perceived value and loyalty.

Keywords: religious tourism; perceived value; Muslim travellers; conceptual modelling; customer satisfaction; traveller loyalty; Umrah tour packages; Mecca; service quality; emotional value.

DOI: 10.1504/IJIMB.2016.075851

International Journal of Islamic Marketing and Branding, 2016 Vol.1 No.3, pp.215 - 237

Received: 23 Jan 2015
Accepted: 30 Aug 2015
Published online: 09 Apr 2016 *

Full-text access for editors Full-text access for subscribers Purchase this article Comment on this article