Browsing by Author "dubayl, Hanadi Al bu"

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PERCEIVED VALUE AS A MODERATOR ON RELATIONSHIP BETWEEN SERVICE QUALITY AND SATISFACTION PILGRIMS IN SAUDI ARABIA
(University Technology Mara, 2025) dubayl, Hanadi Al bu; Gani, Arni bt Abdul
In Umrah, service quality is paramount due to the unique nature of the Umrah experience. Ensuring smooth and efficient services, such as transportation, accommodation, safety, and food & beverages, is crucial for meeting pilgrims' expectations. Pilgrims' satisfaction in Umrah is closely tied to the seamless execution of services, commitment to religious protocols, and personalized attention from Saudi Arabia and service providers. This study aims to assess the impact of service quality on pilgrims’ satisfaction with the services received. And to examine the role of perceived values as the moderating factor between service quality and satisfaction. This study employed a quantitative approach with convenient sampling to analyze service quality in Umrah in Saudi Arabia. The sample consists of 138 Malaysian pilgrims who have performed Umrah at least once in the last five years. The data was gathered through the distribution of the questionnaire, following which it was run by SPSS 27&30 for further analysis. The study results showed that the regression model accounts for 80.5% of the variation in Perceived Value, and the correlation matrix shows that most of the variables are positively correlated. Finally, perceived value moderates the relationship between service quality and satisfaction in some dimensions of service quality, enhancing its impact on satisfaction. However, in other dimensions, the perceived value did not have a significant effect on the satisfaction of pilgrims.
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