This study applies the SERVQUAL framework (Parasuraman et al., 1988) to systematically assess service quality dimensions—tangibility, reliability, responsiveness, assurance, and empathy—in the context of Hajj services. A mixed-methods approach integrates quantitative surveys (n=1,500 pilgrims) with qualitative focus groups (n=30 stakeholders) and advanced multivariate techniques, including Structural Equation Modeling (SEM), Exploratory Factor Analysis (EFA), Confirmatory Factor Analysis (CFA), and cluster analysis, to model interrelationships among service dimensions, pilgrim satisfaction, and operational efficiency.

Building on pilot study findings (where empathy [β=0.62, p<0.01] and reliability [β=0.58, p<0.01] emerged as strongest predictors of satisfaction, with service enhancements linked to cost efficiency [β=0.46, p<0.01]), the research tests hypotheses on expanded Hajj-specific dimensions (e.g., spiritual guidance, safety/security, health services, cultural sensitivity, accessibility for vulnerable groups). A pilot intervention tested improvements to accommodation allocation via pre- and post-surveys, validating methodological robustness for scalability. Expected outcomes include a validated Hajj Service Quality Index (HSQI), empirically grounded policy recommendations for the Ministry of Hajj and Umrah, and sustainable service innovations that enhance pilgrim experience while supporting Vision 2030 objectives of excellence in religious tourism, operational efficiency, and inclusivity.

This human-centric, statistically rigorous approach bridges methodological gaps in prior descriptive studies, offering actionable insights to optimize service delivery amid increasing pilgrim volumes and diversity.

Keywords

Hajj SERVQUAL, Service Failure, Process map, Structural Equation Modeling