The Mediator Effect of Customer Satisfaction between Quality Management Practices and Communication Behavior amongst Malaysia Hajj Pilgrims: Survey Result

Abstract

Quality management practices (QMP) is one of the most important management in ensuring an organisation continuously improves their business performance. In order to continuously improve in the service and operation, the adoption of QMP is necessary to ensure business excellence. Most previous works have given less emphasis on mediator effect of customer satisfaction (CS) between QMP and communication behavior (CB) amongst Malaysia Hajj pilgrims. A questionnaire was prepared and given to 500 respondents of Malaysian pilgrims which gave a 70.0% response rate or 350 respondents. Overall descriptive result depicts high level of QMP, CS and CB, showing that Malaysia Hajj Pilgrims have high satisfaction towards Hajj services, which are being provided by Hajj Pilgrims organiser. Lembaga Tabung Haji (TH), which manages more than 80.0% of Malaysia Hajj Pilgrims every year, has performed the excellent performance towards QMP, CS and CB. This study also revealed that QMP has significant effect on CS with r = 0.91 at p<0.01 and CS has significant impact on CB with r = 0.39 at p<0.01. The model has r2=0.75, meaning that 75% of CB is accounted by the CS and QMP.