Exploring Key Umrah Attributes for Customer Satisfaction: Insights from the Malaysian Umrah Industry

Abstract

Online customer reviews have long been used to identify valuable insights such as key industry attributes; however, limited research has focused on the Umrah sector. Therefore, this study aims to explore the key attributes of the Umrah industry based on online customer reviews posted on the Google Reviews platform. From a sampling frame of 296 registered operators, a stratified systematic probability sample was drawn, resulting in 82 operators being selected and a total of 1,392 reviews retrieved. A qualitative approach, specifically content analysis, was employed, with textual reviews manually coded by the researchers to identify key Umrah attributes. The coding framework was refined through a pilot test conducted by two independent researchers, and the results of the content analysis were validated by two experts from the Malaysian Umrah industry. Descriptive statistics were used to summarize the findings, revealing 30 key Umrah attributes. Among these, five—service, packages, staff, mutawwif, and place—emerged as the most prominent. Service was identified as the most critical attribute, particularly in terms of staff responsiveness and friendliness, followed by the inclusiveness of package design and staff professionalism. Mutawwif expertise and attitude also played vital roles in effectively guiding pilgrims, while place encompassed both meaningful religious sites and operator facilities. Overall, the findings highlight the multidimensional nature of Umrah satisfaction, shaped by both spiritual and service-related factors, and provide valuable insights for operators seeking to enhance decision-making and better align services with pilgrims’ needs and expectations.