WHAT TRULY ELEVATES SERVICES QUALITY FOR MODERN PILGRIMS

This study aims to detail factors that may elevate pilgrim service quality. Previous studies have learned various aspects of service quality. However, limited studies have detailed factors that elevate service quality quality for Umrah pilgrims. This study utilized Confirmatory Factor Analysis with three hundred respondents. The finding shows that tangible responsiveness, empathy, and assurance greatly impact service quality, while reliability has a lesser impact. This study describes activities for each dimension that elevate service quality. This study not only enhances the literature on service quality by providing detailed activities or items that elevate service quality in the Umrah context but also offers information for Umrah service providers so that they can understand the needs of pilgrims.