Table of Contents

ABSTRACT

The rapid growth of religious tourism in Saudi Arabia, particularly the Umrah pilgrimage, underscores the critical need for high-quality transportation services. This study evaluates service quality and customer satisfaction among Umrah pilgrims using coach transportation services provided by Dallah Albaraka Co. between the holy cities of Makkah and Madinah. Using the SERVQUAL model, the research assesses five core dimensions of service quality—Reliability, Assurance, Tangibles, Empathy, and Responsiveness—through a validated questionnaire distributed to 385 participants. Statistical analysis was performed using SPSS, including descriptive metrics, correlation analysis, and ANOVA tests. Inferential analysis was further supported by independent-samples t-tests and a one-way ANOVA to examine differences across demographic groups. Findings reveal consistently high levels of customer satisfaction across all SERVQUAL dimensions, with no statistically significant differences in perception based on age, gender, or education level. This suggests a universally positive service experience. However, areas such as multilingual communication and pre-trip information dissemination remain key opportunities for improvement, particularly for non-Arabic-speaking and elderly pilgrims. The study highlights the importance of service customization and technological enhancements in achieving sustained satisfaction and alignment with Saudi Vision 2030 goals for Hajj and Umrah services. This research offers empirical insights for transportation service providers and policymakers, enabling data-driven improvements in religious tourism infrastructure. It also contributes to the limited post-pandemic literature on service quality in Umrah transportation, with implications for broader applications in high-density, culturally sensitive travel contexts.

Keywords: Umrah transportation, service quality, SERVQUAL, customer satisfaction, Vision 2030, coach services.