Measuring Service Quality of Halal Tourism: The Implementation of Maqasid Al-Sharia with SERVQUAL Method for Service Quality Improvement Nugraha, Neni Sri Imaniyati, Lina Jamilah, Titik Respati, Indra Fajar Alamsyah, Intan Nurrachmi
Universitas Islam Bandung
Abstract
The global ecosystem of halal products and services covers a wide range of industries grouped into food, travel, lifestyle and finance groups. Currently, halal tourism is increasingly popular among global consumers. It is related to meaning of halal in all aspects of tourism activities ranging from hotels, transportation facilities, food and beverage facilities, the financial system, to the facilities and providers of tourism services themselves. Currently there are not many studies that discuss in detail the halal tourism through Islamic service quality research. There are two methods used in this research, the first is the Customer Satisfaction Index (CSI) method and the second is the Importance and Performance Analysis (IPA) method. The sample used was 250 respondents with 187 respondents coming from Indonesia and 63 respondents coming from Malaysia. The selection of respondents was determined by using the non-probability sampling method, namely Purposive Sampling with a minimum of one of the criteria being fulfilled, namely: (a) Have performed Umrah/Hajj- or (b) Have traveled abroad with halal travel- or (c) Experience in both cases. The questionnaire was prepared based on the dimensions of Service Quality namely Physical Evidence, Reliability, Responsiveness, Assurance and Empathy with indicators related to Islamic values in maqā-sid al-sharī-a modified by the research team. This study uses primary data derived from questionnaires filled out by respondents. The data analysis technique used is quantitative descriptive analysis using Importance Performance Analysis (IPA) and Customer Satisfaction Index (CSI) methods. The results of research using the CSI method show that the level of customer satisfaction in the halal travel industry in Indonesia and Malaysia is 84.2%. In the results of research using the IPA method, 4 quadrants were obtained, where Quadrant I consisted of 9 elements- Quadrant II is 9 elements- Quadrant III is 2 elements- and Quadrant IV are 4 elements.
