Purpose With growing mobility in a globalized world and an estimate of more than 300 million people going on religious pilgrimages every year, various researchers have been focusing on pilgrimage-driven travel services. In this context and within the Islamic religious tradition, the “Umrah” is used as a case study in this paper. In addition, this study also investigated the effects of Umrah SMM (promotion, place, people, product, price, process, physical evidence, marketing communication and after sale service) on customer satisfaction and loyalty toward Umrah travel agents in “Malaysia.” Design/methodology/approach Convenience sampling technique at four international airports in “Malaysia” was used to obtain data from Umrah travelers who had used Umrah services at least once. A total of 384 usable questionnaires were collected from this study and the data were analyzed using the partial least square. Findings The result indicated that the marketing mix has a significant positive effect on customer loyalty through customer satisfaction both directly and indirectly. This study will be of interest to the Umrah travel industry, for Malaysia and all the other countries, in understanding how marketing mix strategies are essential in maintaining a long-term relationship with customers. Originality/value The literature on Umrah travel services revealed that the traditional service marketing mix (SMM) of 7P’s is inadequate. The purpose of this paper is to address this gap and examine an innovative service marketing mix strategy for “Umrah Service” including marketing communication and after sales service. It investigates the effects of enhanced Umrah SMM on customer satisfaction and loyalty towards Umrah travel agents in “Malaysia”.

This empirical study seeks to examine the effect of Total Quality Management characterized by (management-leadership, employee relations, supplier management, project design, training, quality data and reporting, process management, continuous improvement, and customer focus) via organizational performance in the sector of construction in Sulaymaniyah City - Kurdistan Region - Iraq. For conducting this study, the data was collected through primary sources using a survey questionnaire to collect data from (106) leaders, heads of departments, managers, and supervisors. The obtained data were analyzed using statistical analysis tools like SPSS and SEM. The results showed that all the principles of Total Quality Management have a significant positive impact on construction company performance. The proposed model showed an acceptable fit.

Underpinned by social exchange and JE theory, this study proposes and tests a research model that investigates the effect of TQM on FHE'screative performance mediating by JE. The data come from FHE's who work in five star hotels in northern Iraq. The structure equation modelling results revealed that JE is the underlying mechanism through which TQM manifested by the top-management, empowerment, training, reward and teamwork practice, is linked to the FHE's CP. The empirical data support all hypothesis and research model we have proposed is practical. The results have important implications about FHE's of TQM practice and aforesaid.