The Influence of Service Marketing Mix and Umrah Service Quality on Customer Satisfaction and Customer Loyalty towards Umrah Travel Agents in Malaysia

In the Malaysian Umrah industry, there are so many new participants selling and offering similar products services. As a result, providers must compete to survive in this as currently competitors. They need focus on customers’ special needs preferences maintain retain long-term relationship. Thus, objective of study is examine relationship between service marketing mix quality customer loyalty towards travel agents, mediating effect satisfaction mix/service agents Malaysia. This explored integrated two dimensions (not Ps) for namely after-sale communication rather than traditional 7 P’s. The study’s research framework was supported by Stimulus-Organism-Response theory. Three four main constructs namely; mix, were conceptualised second order assessed via reflective-formative approach. Customer which acted dependent variable measured reflectively through seven multi items. All items using 5-point Likert scale. Data derived from 384 customers who have used traveling such product, price, promotion, place, people, process, physical evidence, communication, (marketing mix), includes tangibles, reliability, responsiveness, assurance, empathy had significant effects loyalty. However, hypothesis found not significant. Two indirect hypotheses role mediators accepted full mediation. findings discussed thoroughly concluded with discussion implications, limitation recommendations future study.