The Effect of Service Quality on Customer Loyalty through Customer Trust and Customer-Based Brand Equity in the Special Umrah and Hajj Travel Industry

Sarah Hilalya

Abstract


This study aims to analyze the influence of Service Quality on Customer Loyalty, both directly and through Customer Trust and Customer-Based Brand Equity (CBBE) as mediating variables on customers of PT. Karomah Bait Al Ansor. This study uses a quantitative approach with a survey method. Data were obtained by distributing questionnaires to 170 customers of PT. Karomah Bait Al Ansor who have used special Umrah and Hajj services. The sampling technique used purposive sampling, while data analysis was carried out using Structural Equation Modeling-Partial Least Squares (SEM-PLS) with the help of SmartPLS 4. The results of the study indicate that Service Quality has a positive and significant effect on Customer Trust, Customer-Based Brand Equity, and Customer Loyalty. Furthermore, Customer-Based Brand Equity is proven to have a positive and significant effect on Customer Loyalty, while Customer Trust does not have a significant effect on Customer Loyalty. Testing the mediation effect shows that Customer-Based Brand Equity is able to significantly mediate the relationship between Service Quality and Customer Loyalty, while Customer Trust is not able to mediate the relationship. The findings of this study strengthen the Social Exchange Theory, which explains that long-term relationships between companies and customers are built through a process of exchanging benefits manifested in service quality, thus forming a positive perception of the brand and encouraging the creation of customer loyalty. The implications of this research indicate that increasing customer loyalty in the Umrah and Hajj travel industry is more effective through improving service quality, which strengthens brand equity, rather than solely focusing on increasing customer trust. Therefore, companies need to maintain consistent service quality, strengthen brand image, enhance perceived quality, and build positive brand associations to maintain long-term customer loyalty. 

Full Text:

PDF

References


Journals:

Aassouli, D., & Syarif, M. F. (2025). Optimization of Hajj Dam payment through the implementation of blockchain technology: a Monte Carlo simulation and network analysis study. Journal of Islamic Accounting and Business Research, 1–19. https://doi.org/10.1108/JIABR-10-2024-0428

Abbass, Z., Benjelloun Andaloussi, O., & Rais, F. (2024). Corporate social responsibility impact on customer-based brand equity in the Moroccan luxury hotel context: mediating role of customer value co-creation. Social Responsibility Journal, 20(10), 2295–2313. https://doi.org/10.1108/SRJ-12-2023-0717

Agarwal, R., & Dhingra, S. (2023). Factors influencing cloud service quality and their relationship with customer satisfaction and loyalty. Heliyon, 9(4).

Ahmad, F., Mustafa, K., Hamid, S. A. R., Khawaja, K. F., Zada, S., Jamil, S., Qaisar, M. N., Vega-Muñoz, A., Contreras-Barraza, N., & Anwer, N. (2022). Online Customer Experience Leads to Loyalty via Customer Engagement: Moderating Role of Value Co-creation. Frontiers in Psychology, 13. https://doi.org/10.3389/fpsyg.2022.897851

Ahmad, N., Alias, F. A., & Razak, N. A. (2023). Understanding population and sample in research: Key concepts for valid conclusions. Sigcs: E-Learning, 6, 19–24.

Ahmad, R., Nawaz, M. R., Ishaq, M. I., Khan, M. M., & Ashraf, H. A. (2023). Social exchange theory: Systematic review and future directions. Frontiers in Psychology, 13. https://doi.org/10.3389/fpsyg.2022.1015921

Akmal, E., Panjaitan, H. P., & Ginting, Y. M. (2023). Service Quality, Product Quality, Price, Promotion, and Location on Customer Satisfaction and Loyalty in CV. Restu. Journal of Applied Business and Technology, 4(1), 39–54. https://doi.org/10.35145/jabt.v4i1.118

Alfaisaly, R. A. (2024). Customer loyalty: a systematic literature review and future directions in the Islamic Financial Industry. Cogent Business & Management, 11(1). https://doi.org/10.1080/23311975.2024.2389464

Algharabat, R., Rana, N. P., Alalwan, A. A., Baabdullah, A., & Gupta, A. (2020). Investigating the antecedents of customer brand engagement and consumer-based brand equity in social media. Journal of Retailing and Consumer Services, 53, 101767. https://doi.org/10.1016/j.jretconser.2019.01.016

Ali, J., Jusoh, A., Idris, N., & Nor, K. M. (2024). Healthcare service quality and patient satisfaction: a conceptual framework. International Journal of Quality & Reliability Management, 41(2), 608–627. https://doi.org/10.1108/IJQRM-04-2022-0136

Al-Shormana, H., Al-Zyadat, A., Khalayleh, M., Al-Quran, A. Z., Alhalalmeh, M. I., Mohammad, A., & Al-Hawary, S. (2022). Digital service quality and customer loyalty of commercial banks in Jordan: the mediating role of corporate image. Inf. Sci. Lett, 11(6), 1887–1896.

Alzaydi, Z. (2024a). Examining the mediating effect of multi-channel integration quality in the relationship with service quality, customer satisfaction and customer loyalty in the Saudi banking sector. Management & Sustainability: An Arab Review, 3(2), 132–149.

Alzaydi, Z. (2024b). Examining the mediating effect of multi-channel integration quality in the relationship with service quality, customer satisfaction and customer loyalty in the Saudi banking sector. Management & Sustainability: An Arab Review, 3(2), 132–149.

Amine, A. (1998). Consumers’ true brand loyalty: the central role of commitment. Journal of Strategic Marketing, 6(4), 305–319.

Ashiq, R., & Hussain, A. (2024a). Exploring the effects of e-service quality and e-trust on consumers’ e-satisfaction and e-loyalty: insights from online shoppers in Pakistan. Journal of Electronic Business & Digital Economics, 3(2), 117–141. https://doi.org/10.1108/JEBDE-09-2023-0019

Ashiq, R., & Hussain, A. (2024b). Exploring the effects of e-service quality and e-trust on consumers’e-satisfaction and e-loyalty: insights from online shoppers in Pakistan. Journal of Electronic Business & Digital Economics, 3(2), 117–141.

Ashrafi, D. M., Dovash, R. H., & Kabir, M. R. (2022). Determinants of fintech service continuance behavior: Moderating role of transaction security and trust. Journal of Global Business & Technology, 18(2).

Attar, R. W., Amidi, A., & Hajli, N. (2023). The role of social presence and trust on customer loyalty. British Food Journal, 125(1), 96–111. https://doi.org/10.1108/BFJ-11-2021-1218

Avril Angesti Arya Putri, & Kristiningsih. (2024). THE SERVICE QUALITY AND CUSTOMER VALUE IMPACT ON LOYALTY: MEDIATING ROLES OF TRUST AND SATISFACTION (STUDY AT IKAN BAKAR CIANJUR SURABAYA RESTAURANT). Jurnal Bisnis Terapan, 8(2), 115–123. https://doi.org/10.24123/jbt.v8i2.6503

Ayinaddis, S. G., Taye, B. A., & Yirsaw, B. G. (2023). Examining the effect of electronic banking service quality on customer satisfaction and loyalty: an implication for technological innovation. Journal of Innovation and Entrepreneurship, 12(1), 22.

Bakhshizadeh, E., & Aliasghari, H. (2023). Customer-based brand equity and customer behavioral intention: evidence from insurance service. ReMark - Revista Brasileira de Marketing, 22(1), 439–468. https://doi.org/10.5585/remark.v22i1.20256

Bakır, M., Atalık, Ö., & Itani, N. (2025). Service quality and repurchase intentions in the airline industry: a multiple mediation analysis through customer citizenship behaviour. Current Issues in Tourism, 28(24), 4025–4046.

Barlas, A., Valakosta, A., Katsionis, C., Oikonomou, A., & Brinia, V. (2023). The Effect of Corporate Social Responsibility on Customer Trust and Loyalty. Sustainability, 15(2), 1036. https://doi.org/10.3390/su15021036

Bhatnagar, S. B. (2022). Why are some customers more loyal than others? The impact of positive psychological capital on loyalty, satisfaction, and trust. Journal of Promotion Management, 28(5), 584–624.

Cambra-Fierro, J. J., Fuentes-Blasco, M., Huerta-Álvarez, R., & Olavarría, A. (2021). Customer-based brand equity and customer engagement in experiential services: insights from an emerging economy. Service Business, 15(3), 467–491. https://doi.org/10.1007/s11628-021-00448-7

Cao, E., Jiang, J., Duan, Y., & Peng, H. (2022). A Data-Driven Expectation Prediction Framework Based on Social Exchange Theory. Frontiers in Psychology, 12. https://doi.org/10.3389/fpsyg.2021.783116

Casula, M., Rangarajan, N., & Shields, P. (2021). The potential of working hypotheses for deductive exploratory research: M. Casula et al. Quality & Quantity, 55(5), 1703–1725.

Cervova, L., & Vavrova, J. (2021). Customer-Based Brand Equity for a Tourism Destination: The Case of Croatia. Economies, 9(4), 178. https://doi.org/10.3390/economies9040178

Della Corte, V., Sepe, F., Gursoy, D., & Prisco, A. (2023). Role of trust in customer attitude and behaviour formation towards social service robots. International Journal of Hospitality Management, 114, 103587. https://doi.org/10.1016/j.ijhm.2023.103587

Doan, T., Mooney, S., & Kim, P. B. (2023). The moments of truth: A qualitative exploration of service interactions between employees with disabilities in the food service industry, and their customers. International Journal of Hospitality Management, 115, 103602. https://doi.org/10.1016/j.ijhm.2023.103602

Doddy, M., Ali, J., Hindardjo, A., & Ratnasih, C. (2020a). The influence of brand awareness, perceived quality, brand association, brand loyalty on brand equity of zakat institutions. CCER, 546.

Books:

Aaker, D. A. (1992). The value of brand equity. Journal of Business Strategy, 13(4), 27–32.

Alabi, O., & Bukola, T. (2023). Introduction to Descriptive statistics. In Recent advances in biostatistics. IntechOpen.

Baalbaki, S., & Guzmán, F. (2016). Consumer-based brand equity. In The Routledge companion to contemporary brand management (pp. 32–47). Routledge.

Badan Pusat Statistik. (2025). Jumlah Jemaah Haji yang Diberangkatkan ke Tanah Suci Mekah Menurut Provinsi, 2025. Badan Pusat Statistik.

Bangsa Online. (2026). 17 Jemaah Umrah Gagal Berangkat, Warga Laporkan Pihak Travel ke Polres Pamekasan. Bangsa Online.

Bougie, R., & Sekaran, U. (2025). Research Methods for Business, with eBook Access Code: A Skill Building Approach. john wiley & sons.

Cooksey, R. W. (2020). Descriptive statistics for summarising data. In Illustrating statistical procedures: Finding meaning in quantitative data (pp. 61–139). Springer.

Dhany Wahab. (2026). Gagal Berangkat Umroh, Jemaah Minta Hanania Travel Kembalikan Dana. Kompasiana.


Refbacks

  • There are currently no refbacks.


License URL: https://creativecommons.org/licenses/by/4.0/deed.en

Jurnal IAPJ Indexed by :

google_scholar onesearch garuda crosref onesearch  sinta scopus