PILGRIM SATISFACTION AND THE EFFECTIVENESS OF RELIGIOUS TOURISM SERVICES: EVIDENCE FROM UMRAH OPERATIONS

Abstrak

This study aims to analyze how effective PT. Multazam Wisata Agung Medan provides the main services to increase the satisfaction of the pilgrims, as well as to describe the factors that support and hinder the services in the company. The method applied in this study is a descriptive qualitative method, with data collection techniques through interviews and observations, which aims to describe, display, and explain information related to service quality at PT. Multazam Wisata Agung Medan to increase pilgrim satisfaction. Researchers conducted interviews with several informants, including pilgrims and staff. The findings of this study indicate that the quality of service at PT. Multazam Wisata Agung Medan is quite good in various aspects. For example, this company has professional employees, provides adequate facilities, is responsible for each pilgrim from the registration process, the implementation of Umrah, to their arrival, and provides the right service, communicates smoothly, and is able to build trust among pilgrims. Supporting factors revealed from the interview include: a. Efficient management. b. Quite a strategic location. c. Good communication. d. Adequate facilities. The inhibiting factors include: a. Limited number of employees. The guides carry out their duties with patience and dedication, starting from the homeland to arriving in the holy land, so that the pilgrims feel satisfied with the services obtained.