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Factors Influencing Customers’ Decisions to use Muslim Friendly Hotel Service: A Study in Selangor
Dinie Kaiyisah Mohamad Tauhid
Academy of Contemporary Islamic Studies (ACIS), Universiti Teknologi MARA (UiTM), Shah Alam, Selangor, Malaysia.
Shahirah Said
Academy of Contemporary Islamic Studies (ACIS), Universiti Teknologi MARA, Pulau Pinang Branch, Permatang Pauh Campus. Malaysia.
Najwa Alyaa Abd Wakil
AAcademy of Contemporary Islamic Studies (ACIS), Universiti Teknologi MARA, Pulau Pinang Branch, Permatang Pauh Campus. Malaysia.
Sakinatul Raadiyah Abdullah
Academy of Contemporary Islamic Studies (ACIS), Universiti Teknologi MARA (UiTM), Kedah Branch, Malaysia
Abstract
In the post-pandemic era of global tourism, Muslim travellers are increasingly seeking experiences that are both comfortable and aligned with Islamic ideals and lifestyles. Malaysia, a premier location for Muslim tourism, is pivotal in offering Muslim-friendly hospitality services. Nonetheless, the degree of customer comprehension regarding the authentic notion of Muslim-friendly hotels remains inconsistent, which may affect their lodging booking selections. This study aimed to assess customer comprehension of Muslim-friendly hotel services, evaluate customer perceptions regarding safety, quality, and cleanliness, and identify the key factors influencing customer decisions to utilize Muslim-friendly hotel services in Selangor. This research employed a survey methodology, utilizing questionnaires for data gathering. A total of 384 respondents were chosen, although only 303 questionnaires were full and suitable for analysis. The study results indicated that most respondents have a comprehensive understanding of Muslim-friendly hotel services. Perceptions of safety factors were also elevated. Religious factors were recognized as the primary influence on customer decisions to select Muslim-friendly hotels.
Keywords: Muslim Friendly Hotel, Factors Influencing Customer’s Decision
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