Mursid, Ali; Wu, Cedric Hsi-Jui - In: Journal of Islamic Marketing 13 (2021) 3, pp. 628-648
Purpose: This study aims to elucidate customer participation and value co-creation in enhancing customer loyalty in the context of Umrah travelers. First, it identifies the antecedents of Umrah travelers’ participation including service brand image, service employee performance and...