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Journal Articles

The effects on customer satisfaction and customer loyalty by integrating marketing communication and after sale service into the traditional marketing mix model of Umrah travel services in Malaysia

Bestoon Abdulmaged Othman, Amran Harun, Nuno Marques De Almeida, Zana Majed Sadq
Journal: Journal of Islamic Marketing
Journal of Islamic Marketing (2021) 12 (2): 363–388.
https://doi.org/10.1108/JIMA-09-2019-0198
Published: 16 March 2020
... to the Umrah travel industry, for Malaysia and all the other countries, in understanding how marketing mix strategies are essential in maintaining a long-term relationship with customers. Originality/value The literature on Umrah travel services revealed that the traditional service marketing mix (SMM...
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