The influence of Umrah service operation on customer value, trust, and commitment
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Author(s)Aisyah RahmawatiLink to ORCID Index: https://orcid.org/0000-0003-0950-8460
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SucherlyLink to ORCID Index: https://orcid.org/0000-0001-6802-1295
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Asep MulyanaLink to ORCID Index: https://orcid.org/0000-0002-1661-2103
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SutisnaLink to ORCID Index: https://orcid.org/0000-0002-3833-3914
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DOIhttp://dx.doi.org/10.21511/im.19(3).2023.05
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Article InfoVolume 19 2023, Issue #3, pp. 51-61
- 371 Views
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186 Downloads
This work is licensed under a
Creative Commons Attribution 4.0 International License
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.
- Keywords
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JEL Classification (Paper profile tab)M30, M31, L93
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References44
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Tables8
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Figures1
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- Figure 1. Research framework
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- 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
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Product quality as a mediating variable in repurchase decisions: The case of Indonesian skincare products
Ana Komari
doi: http://dx.doi.org/10.21511/im.19(3).2023.11
Innovative Marketing Volume 19, 2023 Issue #3 pp. 123-133 Views: 307 Downloads: 131 TO CITE АНОТАЦІЯWhen buying skincare products, consumers are more concerned with comfort and safety and seek for high-quality items. Indonesian-made skincare products must be of the highest caliber and adhere to all applicable health regulations. This study aims to determine whether product quality can effectively mediate the effects of brand image, customer value, digital marketing, and product quality on repurchase decisions. The study surveyed people using skincare products in the Indonesian city of Surabaya, utilizing a targeted sample of 385 female responders at least 18 years old. According to descriptive statistics, background status significantly affects the decision to repurchase skincare products. Structural equation modeling was then used to examine the data. The results show that product quality mediates the association between brand image and consumer value on decisions to repurchase. However, it does not mediate the relationship between digital marketing and such decisions. Another finding shows that in contrast to digital marketing, brand image and customer value positively influence product quality.
According to the study’s findings, product quality is a strong mediator and one of the factors influencing consumers’ decisions to repurchase. Additionally, the brand image of skincare products, which differ in each product’s features, enhances the consumer’s decision to repurchase.
