Integrating Muslim Customer Perceived Value, Satisfaction, Loyalty and Retention in the Tourism Industry: An empirical study

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    119 Citations (Scopus)

    Abstract

    In recent years, customer value has been the favorable theme for numerous tourism studies and reports. However, although Muslims make up one of the largest tourist markets in the world, perceived value of tourism offering oriented toward this market has not been clearly defined. Furthermore, there is a lack of systematic empirical evidence regarding the effects of Muslim Customer Perceived Value (MCPV) on consumer satisfaction, customer loyalty and customer retention. Therefore, the purpose of this paper is to identify the MCPV dimensions, to examine the interrelationships between MCPV, customer satisfaction, customer loyalty and Muslim customer retention, and to develop and test a conceptual model of the consequences of MCPV in the tourism industry. Moreover, 13 hypotheses were developed and tested using a sample of 221 Muslim tourists. Exploratory and confirmatory factor analysis were used to test the validity of the measures, while the structural equation modeling has been used in hypotheses testing. The strength of the relationship between the constructs indicates that features of the suggested MCPV model are crucial to achieving Muslim customer retention in the tourism industry. Findings also suggest that the availability of the suggested Islamic attributes value, along with conventional value dimensions, could satisfy Muslim tourists when they buy a tourism package.

    Original languageEnglish
    Pages (from-to)249-260
    Number of pages12
    JournalInternational Journal of Tourism Research
    Volume17
    Issue number3
    DOIs
    Publication statusPublished - May 1 2015

    Keywords

    • Customer loyalty
    • Customer retention
    • Customer satisfaction
    • Customer value
    • Muslim
    • Tourism and hospitality

    ASJC Scopus subject areas

    • Geography, Planning and Development
    • Transportation
    • Tourism, Leisure and Hospitality Management
    • Nature and Landscape Conservation

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