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Issues and Challenges Faced by Malaysian Umrah Travel Agencies in Providing Excellent Marketing Mix Services to Umrah Pilgrims

Author

Listed:
  • Bestoon Abdulmaged Othman*

    (PhD Scholar at Universiti Tun Hussain Onn Malaysia Faculty of Technology Management and Business, Malaysia Assistant Lecturer at Erbil Polytechnic University (Kurdistan, Iraq), Department of Business Administration, Iraq)

  • Amran Bin Harun

    (Associate Professor at Universiti Tun Hussain Onn Malaysia Faculty of Technology Management and Business, Malaysia)

  • Safdar Nazeer

    (PhD Scholar at Universiti Tun Hussain Onn Malaysia Faculty of Technology Management and Business, Malaysia Assistant Professor at COMSATS University (Wah Campus), Department of Management Sciences, Pakistan)

Abstract

Deregulated and open markets have shaped an increasingly turbulent and uncertain environment especially for the travel agent. Notably, most companies nowadays focus on an effective service marketing mix to enhance the quality of their services. Therefore, this paper aims to discuss issues and challenges faced by Umrah travel agencies in Malaysia, and proposes a newly developed marketing mix to be adopted by the Umrah travel industry. The service marketing mix model extends the current 7Ps marketing mix; by the inclusion of the new P which is Pleasure. The services delivered through 8 Ps will result in a better performance of knowledge and skill enhancements which subsequently will enable the Malaysian Umrah travel industry to compete globally thus producing a high degree of satisfaction among stakeholders. This paper ends by drawing some conclusions and identifying areas for further research.

Suggested Citation

  • Bestoon Abdulmaged Othman* & Amran Bin Harun & Safdar Nazeer, 2018. "Issues and Challenges Faced by Malaysian Umrah Travel Agencies in Providing Excellent Marketing Mix Services to Umrah Pilgrims," The Journal of Social Sciences Research, Academic Research Publishing Group, pages 611-618:2.
    • Handle: RePEc:arp:tjssrr:2018:p:611-618
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    References listed on IDEAS

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    1. Yogesh Verma & Maithili R. P. Singh, 2017. "Marketing Mix, Customer Satisfaction and Loyalty: An Empirical Study of Telecom Sector in Bhutan," Indian Journal of Commerce and Management Studies, Educational Research Multimedia & Publications,India, vol. 8(2), pages 121-129, May.
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    Cited by:

    1. Goutam Saha & Benazir Ishaque, 2022. "Impact of Service Marketing Mix Elements on Tourists’ Satisfaction During Covid-19: An Empirical Study in the Eastern Part of Bangladesh," International Journal of Science and Business, IJSAB International, vol. 15(1), pages 28-44.

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