摘要：In the Malaysian Umrah industry, there are so many new entrants selling and offering similar products
and services. As a result, Umrah providers must compete to survive in the Umrah travel industry,
as there are currently so many competitors. They need to focus on customers’ special needs and
preferences to maintain the long-term relationship. Hence, the purpose of this research is to identify
the relationship between service marketing mix and customer’s loyalty towards Umrah travel
agents in Malaysia. The customers who performed Umrah more than once were on the focus of this
study. The necessary data were collected from 384 respondents through a structured questionnaire
using a convenience sampling technique. The results of the research confirm that all “service marketing
mix” elements (“price, product, place, promotion, process, people, and physical evidence”)
show significant positive effects on customer loyalty. This study will be of interest to the Umrah
travel industry in understanding how marketing mix strategies are essential for maintaining a long
term relationship with customers.
