Oliver’s Four Stage Loyalty Model to Access the Impact of Umrah Services: Evidence from Umrah Travelling Agencies Operating in Pakistan

Objective: The purpose of this study was to analyze service quality relationship with perceived price fairness, word of mouth, and customer loyalty, with the moderating role of religiosity towards Umrah travel agent services in southern Punjab, Pakistan. Methodology: Data was collected from Umrah pilgrims through a self-administered questionnaire using convenience sampling method. SPSS and Smart (PLS) v3.0. have been used for analysis. Findings: The results show that service quality, price fairness, and word of mouth are the most significant factors in customer loyalty. However, religiosity did not moderate between these variables and customer loyalty. Implications: The study suggests that Umrah travel agencies should focus on service quality and price fairness to build customer loyalty. The study also provides several theoretical and practical recommendations for future researchers.