The Effects of Customer Experience, Customer Value, and Service Customization on Umrah Pilgrims’ Loyalty

Xaviera Amalia Putri (Universitas Islam Nahdlatul Ulama Jepara, Jepara)
Ali Ali (Universitas Islam Nahdlatul Ulama Jepara, Jepara)
Anna Widiastuti (Universitas Islam Nahdlatul Ulama Jepara, Jepara)

KELOLA: Jurnal Ilmiah Manajemen
Vol 12, No 1 (2026): In Press

This study aims to examine the effects of Customer Experience, Customer Value, and Service Customization on Customer Loyalty, with Customer Satisfaction as a mediating variable among Umrah pilgrims. An explanatory quantitative approach was employed using a structured questionnaire. A saturated sampling technique was applied, involving all accessible customers who had completed Umrah services with Impressa Media Wisata during the research period. A total of 594 valid responses were obtained and analyzed using Partial Least Squares Structural Equation Modeling with SmartPLS 4.0. The findings indicate that Customer Experience, Customer Value, and Service Customization positively affect Customer Satisfaction, with Customer Experience and Service Customization showing the strongest effects. Customer Experience, Customer Satisfaction, and Service Customization also positively affect Customer Loyalty, whereas Customer Value has no significant direct effect on Customer Loyalty. Furthermore, Customer Satisfaction mediates the effects of Customer Experience and Service Customization on Customer Loyalty. These findings highlight the importance of delivering positive experiences, personalized services, and high customer satisfaction to strengthen sustainable loyalty among Umrah pilgrims.