<![CDATA[Private travel agencies the intermediaries that manage pilgrims’ day-to-day registration on Saudi Arabia’s Nusuk platform remain understudied, as prior research on Nusuk digitalization has focused mainly on regulatory or user-adoption perspectives. This study addresses that gap by examining how Nusuk implementation shapes service quality at PT. Naral Tour Travel, Indonesia, using the SERVQUAL dimensions (tangibles, reliability, responsiveness, assurance, empathy) as an analytical lens. A descriptive qualitative single-case-study design was used, drawing on semi-structured interviews with six informants (manager, staff, and pilgrims) triangulated with observation and documentation. Results show that Nusuk implementation improved registration efficiency, Raudhah-schedule accuracy, and entry-permit processing, with the strongest gains in the reliability and responsiveness dimensions; four of six informants nonetheless cited data-synchronization mismatches and central-system instability as persistent obstacles, and three cited limited digital literacy among elderly pilgrims. These findings indicate that at the operational level, technology adoption alone is insufficient staff mediation remains critical to closing the gap between platform design and pilgrim experience, a nuance largely absent from prior regulator- and user-focused studies. As a single-case account the results are contextual, but they offer travel agencies and policymakers a concrete basis for prioritizing staff assistance and digital-literacy support alongside continued technological investment.]]>
