Sustainable Service Qualty Model (Ssq) and Customer Loyalty: Muslim-Friendly Hospitality Services (Mfhs) in Malaysia

The growing hospitality industry poses more challenges to competition that leads towards the importance of expanding customer base. One of the segments in the industry is Halal tourism which is tremendously developing. The sector should realize the importance of being aware of Muslim market’ needs and religious sensitivities by offering them quality products and services. Providing sustainable quality services is indispensable for the success of companies in the long run and enable them towards strong positioning strategy in the context of Muslim Friendly Hospitality Services (MFHS) companies. Although service quality is one of the most researched area in marketing because of its impact on success factors but most service quality measurement models have been developed in a western context and may not be suitable for generalizing to non-western, particularly Islamic contexts. Despite the awareness of importance on sustainable service quality, only few studies on sustainable service quality appear in the literature. Therefore, the research’s main objectives are to investigate factors of sustainable service quality in influencing satisfaction and loyalty in MFHS sector in Malaysia. The interview and survey will be adopted. The SPSS and SEM AMOS will be used for data analysis. The findings will be prepared and reported.