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

Bestoon Abdulmaged Othman*, Amran Bin Harun and Safdar Nazeer
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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

The Journal of Social Sciences Research, 2018, 611-618 Special Issue: 2

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.

Keywords: Service marketing mix; Pleasure; Challenges; UMRAH travel agents; Malaysia. (search for similar items in EconPapers)
Date: 2018
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Citations: View citations in EconPapers (1)

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