Improving customer satisfaction in service quality evaluation using the carter framework: A case study of SS Umrah and Travel in Indonesia

https://doi.org/10.35912/jomabs.v2i4.3526
Published: Aug 28, 2025

Abstract:

Purpose: This study aims to analyze the service quality of SS Umroh Travel and its impact on customer satisfaction by applying the SERVQUAL model, extended with the CARTER framework.

Research methodology: Using a quantitative approach and survey method, data were collected from 240 respondents who used SS Umroh services.

Results: Negative gaps were found in all service quality dimensions, with assurance showing the largest gap, followed by Reliability and Tangibility. The regression results indicated that empathy significantly influenced customer satisfaction, whereas strict compliance had a negative effect. Three priority areas for improvement were identified: Assurance, Empathy, and Tangibility. Recommended strategies include staff training, SOP development, improved accessibility, and monitoring systems, supported by the Plan–Do–Check–Act (PDCA) cycle for continuous quality improvement.

Conclusion: SS Umroh Travel has a basic service system, but negative gaps indicate unmet customer expectations. Assurance and Empathy are critical to building trust and satisfaction, making their improvement vital for competitiveness.

Limitations: The study is limited to one company, relies on self-reported surveys, and lacks longitudinal data, which reduces generalizability.

Contribution: This study theoretically integrates SERVQUAL and CARTER in religious tourism service evaluation. Practically, it offers strategic recommendations for SS Umroh and similar operators to enhance their service quality and customer satisfaction.

Keywords:
1. CARTER
2. Customer Satisfaction
3. Service Quality
4. SERVQUAL
5. Umrah
Authors:
1 . Hamzah Romzul Qurani
Institut Teknologi Bandung, Indonesia
2 . Nur Budi Mulyono
Institut Teknologi Bandung, Indonesia
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How to Cite
Qurani, H. R., & Mulyono, N. B. (2025). Improving customer satisfaction in service quality evaluation using the carter framework: A case study of SS Umrah and Travel in Indonesia. Journal of Multidisciplinary Academic Business Studies, 2(4), 257–268. https://doi.org/10.35912/jomabs.v2i4.3526
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Vol. 2 No. 4 (2025): August
Articles
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References

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    Berry, L. L., Parasuraman, A., & Zeithaml, V. A. (1988). The Service-Quality Puzzle. Business horizons, 31(5), 35-43. doi:https://doi.org/10.1016/0007-6813(88)90053-5

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    Kant, R., & Jaiswal, D. (2017). The Impact of Perceived Service Quality Dimensions on Customer Satisfaction: An Empirical Study on Public Sector Banks in India. International Journal of Bank Marketing, 35(3), 411-430. doi:https://doi.org/10.1108/IJBM-04-2016-0051

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    Martilla, J. A., & James, J. C. (1977). Importance-performance analysis. Journal of marketing, 41(1), 77-79. doi:https://doi.org/10.1177/002224297704100112

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    Nanggong, A., Hiola, P. R., & Pakaya, S. (2022). The Experience and Religiosity Toward Tourist Satisfaction: The Case of Umrah Pilgrimage. Journal of Indonesian Tourism, Hospitality and Recreation, 5(2), 209-218. doi:https://doi.org/10.17509/jithor.v5i2.47099

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    Othman, B. A., Harun, A., De Almeida, N. M., & Sadq, Z. M. (2021). 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. Journal of Islamic Marketing, 12(2), 363-388. doi:https://doi.org/10.1108/JIMA-09-2019-0198

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    Parasuraman, A. P., Zeithaml, V., & Berry, L. (1988). SERVQUAL A Multiple-item Scale for Measuring Consumer Perceptions of Service Quality. Journal of Retailing, 64, 12-40.

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    Rajaratnam, S. D., Munikrishnan, U. T., Sharif, S. P., & Nair, V. (2014). Service Quality and Previous Experience as a Moderator in Determining Tourists’ Satisfaction with Rural Tourism Destinations in Malaysia: A Partial Least Squares Approach. Procedia-Social and Behavioral Sciences, 144, 203-211. doi:https://doi.org/10.1016/j.sbspro.2014.07.288

    Reddy, D., & Sailesh, B. (2024). Beyond borders: Ethics of global connectivity in religious tourism. International Journal of Tourism and Hotel Management, 6, 135-142. doi:http://dx.doi.org/10.22271/27069583.2024.v6.i1b.96

    Riani Rilanda, S., & Mussry, J. S. Revitalizing Umrah Pilgrimage Agencies in Indonesia to Enhanced Customer Engagement and Growth: Leveraging Digitalization and Personalized Marketing Communications Approach. International Research Journal of Economics and Management Studies IRJEMS, 4(1). doi:https://doi.org/10.56472/25835238/IRJEMS-V4I1P116irjems

    Sofronov, B. (2018). The Development of Quality Management in the Tourism Industry. Annals of Spiru Haret University Economic Series, 18(2), 171-187. doi:https://doi.org/10.26458/1829

    Subhan, A., Firdaus, A., & Najib, M. (2023). The Influence of Islamic Service Quality and Trust on Customer Satisfaction and Intention in Reusing The Services in the Implementation of Umrah and Special Hajj Pilgrimage. Jurnal Ekonomi Syariah Teori dan Terapan, 10(3), 275-289. doi:https://doi.org/10.20473/vol10iss20233pp275-289

    Szymanski, D. M., & Henard, D. H. (2001). Customer Satisfaction: A Meta-Analysis of the Empirical Evidence. Journal of the academy of marketing science, 29(1), 16-35. doi:https://doi.org/10.1177/009207030102900102

    Tanha, M., Siddique, M. A., Sumon, M. M. I., Nurulhoque, M., Sazin, R., & Hossain, P. (2023). Cash Recycling Machine (CRM) & its Impact on Customer Satisfaction: A Study on UCB PLC. Annals of Management and Organization Research, 5(2), 73-97. doi:https://doi.org/10.35912/amor.v5i2.1753

    Utomo, S. (2017). The Impact of Hajj Satisfaction and Hajj Investment on Islamic Religious Commitment: The Case of Indonesian Hajj. 55-67. doi:https://dx.doi.org/10.25904/1912/2815

    Wang, T.-L., & Azizurrohman, M. (2025). Segmenting International Tourists in Indonesia: A Cluster Analysis of Preferences, Motivations, and Behaviors. Journal of Economics Research and Social Sciences, 9, 93-107. doi:http://dx.doi.org/10.18196/jerss.v9i1.23582

    Wantara, P. (2016). Effect of Service Quality and Perceived Value Satisfaction and Loyalty Religious Tourists Visit Island Madura, Indonesia. AFEBI Management and Business Review, 1(1), 55-64. doi:https://doi.org/10.47312/ambr.v1i1.30

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  2. Berry, L. L., Parasuraman, A., & Zeithaml, V. A. (1988). The Service-Quality Puzzle. Business horizons, 31(5), 35-43. doi:https://doi.org/10.1016/0007-6813(88)90053-5
  3. Cunha, A. L. d., & Louro, A. C. (2024). Service Quality in Religious Tourism: A Review of Literature. International Journal of Tourism Policy, 14(4), 402-420. doi:https://doi.org/10.1504/IJTP.2024.139738
  4. Hassan, S. H., Maghsoudi, A., & Nasir, N. I. M. (2016). A Conceptual Model of Perceived Value and Consumer Satisfaction: A Survey of Muslim Travellers' Loyalty on Umrah Tour Packages. International Journal of Islamic Marketing and Branding, 1(3), 215-237. doi:https://doi.org/10.1504/IJIMB.2016.075851
  5. Hassan, T., Carvache-Franco, M., Carvache-Franco, W., & Carvache-Franco, O. (2022). Segmentation of Religious Tourism by Motivations: A Study of the Pilgrimage to the City of Mecca. Sustainability, 14(13), 1-19. doi:https://doi.org/10.3390/su14137861
  6. Janahi, M. A., & Al Mubarak, M. M. S. (2017). The impact of customer service quality on customer satisfaction in Islamic banking. Journal of Islamic Marketing, 8(4), 595-604. doi:https://doi.org/10.1108/JIMA-07-2015-0049
  7. Kant, R., & Jaiswal, D. (2017). The Impact of Perceived Service Quality Dimensions on Customer Satisfaction: An Empirical Study on Public Sector Banks in India. International Journal of Bank Marketing, 35(3), 411-430. doi:https://doi.org/10.1108/IJBM-04-2016-0051
  8. Khan, M. M., & Fasih, M. (2014). Impact of service quality on customer satisfaction and customer loyalty: Evidence from banking sector. Pakistan Journal of Commerce and Social Sciences (PJCSS), 8(2), 331-354.
  9. Madyan, S., Abyad, H., & Karimullah, I. W. (2025). The Modern Pilgrimage of Umrah: The Convergence of Spiritual Devotion and Pop-Consumer Culture in Indonesia. International Journal of Religious Tourism and Pilgrimage, 13(2), 3. doi:https://doi.org/10.21427/q4d8-q466
  10. Martilla, J. A., & James, J. C. (1977). Importance-performance analysis. Journal of marketing, 41(1), 77-79. doi:https://doi.org/10.1177/002224297704100112
  11. Muala, A. A. (2016). The Effect of Service Quality Dimensions on Customers’ Loyalty through Customer Satisfaction in Jordanian Islamic Bank. International Journal of Marketing Studies, 8(6), 141-146. doi:https://doi.org/10.5539/ijms.v8n6p141
  12. Nanggong, A., Hiola, P. R., & Pakaya, S. (2022). The Experience and Religiosity Toward Tourist Satisfaction: The Case of Umrah Pilgrimage. Journal of Indonesian Tourism, Hospitality and Recreation, 5(2), 209-218. doi:https://doi.org/10.17509/jithor.v5i2.47099
  13. Oliver, R. L. (1980). A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions. Journal of marketing research, 17(4), 460-469. doi:https://doi.org/10.1177/002224378001700405
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  15. Othman, B., Harun, A., Rashid, W., & Ali, R. (2019). The Impact of Umrah Service Quality on Customer Satisfaction Towards Umrah Travel Agents in Malaysia. Management Science Letters, 9(11), 1763-1772. doi:https://doi.org/10.5267/j.msl.2019.6.014
  16. Othman, B. A., Harun, A., De Almeida, N. M., & Sadq, Z. M. (2021). 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. Journal of Islamic Marketing, 12(2), 363-388. doi:https://doi.org/10.1108/JIMA-09-2019-0198
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  20. Putri, F. S., & Putro, U. S. (2024). Analytical Hierarchy Process (AHP) Method for Marketing Agency Selection at PT Kirana Mitraabadi. International Journal of Current Science Research and Review, 7(2), 1325-1332. doi:https://doi.org/10.47191/ijcsrr/v7-i2-50
  21. Rahmawati, A., & Mulyana, A. (2023). The influence of Umrah service operation on customer value, trust, and commitment. Innovative Marketing, 19(3), 51. doi:https://doi.org/10.21511/im.19(3).2023.05
  22. Rajaratnam, S. D., Munikrishnan, U. T., Sharif, S. P., & Nair, V. (2014). Service Quality and Previous Experience as a Moderator in Determining Tourists’ Satisfaction with Rural Tourism Destinations in Malaysia: A Partial Least Squares Approach. Procedia-Social and Behavioral Sciences, 144, 203-211. doi:https://doi.org/10.1016/j.sbspro.2014.07.288
  23. Reddy, D., & Sailesh, B. (2024). Beyond borders: Ethics of global connectivity in religious tourism. International Journal of Tourism and Hotel Management, 6, 135-142. doi:http://dx.doi.org/10.22271/27069583.2024.v6.i1b.96
  24. Riani Rilanda, S., & Mussry, J. S. Revitalizing Umrah Pilgrimage Agencies in Indonesia to Enhanced Customer Engagement and Growth: Leveraging Digitalization and Personalized Marketing Communications Approach. International Research Journal of Economics and Management Studies IRJEMS, 4(1). doi:https://doi.org/10.56472/25835238/IRJEMS-V4I1P116irjems
  25. Sofronov, B. (2018). The Development of Quality Management in the Tourism Industry. Annals of Spiru Haret University Economic Series, 18(2), 171-187. doi:https://doi.org/10.26458/1829
  26. Subhan, A., Firdaus, A., & Najib, M. (2023). The Influence of Islamic Service Quality and Trust on Customer Satisfaction and Intention in Reusing The Services in the Implementation of Umrah and Special Hajj Pilgrimage. Jurnal Ekonomi Syariah Teori dan Terapan, 10(3), 275-289. doi:https://doi.org/10.20473/vol10iss20233pp275-289
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  28. Tanha, M., Siddique, M. A., Sumon, M. M. I., Nurulhoque, M., Sazin, R., & Hossain, P. (2023). Cash Recycling Machine (CRM) & its Impact on Customer Satisfaction: A Study on UCB PLC. Annals of Management and Organization Research, 5(2), 73-97. doi:https://doi.org/10.35912/amor.v5i2.1753
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  30. Wang, T.-L., & Azizurrohman, M. (2025). Segmenting International Tourists in Indonesia: A Cluster Analysis of Preferences, Motivations, and Behaviors. Journal of Economics Research and Social Sciences, 9, 93-107. doi:http://dx.doi.org/10.18196/jerss.v9i1.23582
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