Purpose: This paper aims to investigate how motivation aspects including expected organizational rewards (EOR) and enjoyment in helping others (EHO) drive umrah travelers’ participation. Furthermore, it verifies the effect of umrah travelers’ participation on loyalty and assesses the...

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...

Purpose: This study aims to examine the effect of halal company identity includes halal identity similarity, halal identity distinctiveness and halal identity prestige on customer satisfaction and customer trust. Furthermore, it verifies the influence of customer satisfaction and customer trust...