THE RELATIONSHIP BETWEEN SERVICE MIX MARKETING AND CUSTOMER LOYALTY TOWARDS UMRAH TRAVEL AGENCIES AMONG NERIDA RESIDENTS IN DENAI ALAM

Abstract

The factors influencing customer loyalty among residents in Denai Alam who had gone with Umrah travel agencies and experienced the services are the subject of the present study, about the relationships between three factors of service marketing mix: people, process, and physical evidence, and customer loyalty. This research adopted a quantitative approach, and the required data were collected by distributing questionnaires among the sample respondents who are residents of Nerida, Denai Alam. Findings prove that all three factors have significant and positive relationships with customer loyalty, and the process has the highest result among the three. The results further affirm the crucial role of efficient service delivery, professional interactions of the staff, and a well-maintained physical environment in fostering customer loyalty. Such revelations are useful to Umrah service providers intending to enhance customer satisfaction and induce repurchase intentions. Based on these findings, the research concludes with recommendations for serving the customers through operational excellence, continuous training of the staff, and the maintenance of high standards in the physical evidence that the service creates, to build and sustain customer loyalty.