Religious servicescape and intention to revisit: potential mediators and moderators

ABSTRACT

This study investigates the relationship between religious servicescape and service experience and subsequent intentions to revisit. The context is “Umrah,” a journey focusses on spirituality. The study looks at service experience at a fine granular level of the dimensions, i.e. hedonic value, peace of mind, novelty. A mixed-method approach was utilized. The model then extended to investigate the boundary conditions of these relationships using rejuvenation as a moderator. A sample of 278 pilgrims participated in 2018. The findings suggest that servicescape is an antecedent for service experience and service experience have a positive influence on the intention to revisit.

KEYWORDS:

• Servicescape
• service experience
• religious rejuvenation
• intention to revisit
• Umrah
• Saudi Arabia

Acknowledgements

This research was funded by The Deanship of Scientific Research (DSR), University of Jeddah, Jeddah, under grant No. (UJ-02-18-ICP). The authors, therefore, acknowledge wih thanks to DSR technical and financial support. We also want to show our gratitude to the Ministry of Hajj and Umrah for facilitating data collection.

Disclosure statement

Although this research is funded by Deanship of Scientific Research in University of Jeddah, Jeddah, Saudi Arabia, there is no conflict of interest that prevent us from presenting the research objectively. The grant is received in the course of the study.

Additional information

Funding

This work was supported by University of Jeddah [grant number UJ-02-18-ICP].