Enhancing Pilgrim Services During Hajj: A Hajj SERVQUAL and SEM Approach

The Hajj pilgrimage, the fifth pillar of Islam, poses a significant challenge for service delivery due to the massive influx of pilgrims and the complexity of logistics management. This research, aligned with Saudi Arabia’s Vision 2030, systematically evaluates service quality during the Hajj season using contemporary service quality theories and multivariate statistical methods. The study aims to identify critical gaps in current service structures, develop an integrated improvement framework, and evaluate the impact of service quality improvements on pilgrim satisfaction and operational efficiency.Using the Hajj SERVQUAL model and Structural Equation Modeling (SEM), the research employs a framework with 12 key service dimensions: Spiritual guidance and support, Safety and security, Comfort and well-being, Health and medical services, Communication and information, Ritual facilities and infrastructure, Environmental and health conditions, Emotional and psychological support, Accessibility for pilgrims with special needs, Cultural sensitivity and respect, Ethical and transparent services, and Spiritual and reverent atmosphere. The study aims to employ an SEM model to investigate the relationships among service quality dimensions, pilgrim satisfaction, and operational efficiency. An empirical pilot study suggested that empathy and reliability are strong predictors of satisfaction, and improving service quality contributes to cost reduction (related to operational efficiency). A pilot study with opinion polls and experimental interventions will be conducted to validate the proposed framework. Expected outcomes include a validated service quality model, operational policy recommendations, and sustainable solutions aligned with the Vision 2030 goals of innovation, sustainability, and excellence in religious tourism services.