Research Paper on: Brand image and customer satisfaction

towards Islamic travel package

Submitted to
Md. Anamul Hoque
Assistant Professor
Department of Business Administration
East West University

Course Code: BUS 498

Course Title: Project Work

Submitted by

Atikul Hasan Rakib

2016-2-10-122

Date of Submission

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 Letter of Transmittal

Md: Anamul Hoque

Assistant Professor
Department of Business Administration
East West University
Dhaka-1212, Bangladesh

Subject: Submission of the report on “Brand image and customer satisfaction towards Islamic
travel package”.

Dear Sir,

I am submitting here with my report entitled Project Report on“Brand image and customer
satisfaction towards Islamic travel package” as the requirement of the completion of the project a
course of the Bachelors of Business Administration (BBA) degree at East West University.

It really was an amazing prospect for me to gain such a professional knowledge through the
research project. It has been an important learning experience environment for me through the
journey of this research project and I have tried to my level best effort to this research paper which
reflect my learning. The report paper provides the illustration of my learning experiences in which
I have received my research paper under your supervision.

I would like to declare my sincere gratitude to you for your kind supervision and directions in
preparing the research paper. I hope this report will merit for your approval.

Sincerely yours,

Atikul Hasan Rakib

ID: 2016-2-10-122

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 Acknowledgment

First of all, I would like to give thanks to Almighty Allah for successfully making the project paper
on “Brand image and customer satisfaction towards Islamic travel package”. In conducting this
study, I have received generous help from many people, which I like to mention with gratitude and
great pleasure.

I am very thankful for the help and assistance of various sources, which helped me while working
on this research paper. I would like to thank our honorable instructor Md. Anamul Hoque for his
kind guidance, advice, help, effort, and encouragement while preparing this research paper on
Factors Influencing Online Purchase Intention of Undergraduate Students. Without his instruction,
this report could not be possible to prepare.

I am highly grateful to our honorable instructor Md. Anamul Hoque for his continuous inspiration.
His suggestion and direction have greatly inspired me to prepare this report successfully.

Finally, my sincerest thanks to go to each of the people who were involved and helped directly
and indirectly in preparing this report as well as the faculty of Business Administration for all the
support as well as giving us the opportunity to prepare this report as a part of our BBA program.

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 Executive Summery

The research aims to analyze the factors associated to customer satisfaction towards Islamic tarvel
packeage. More customers are concerned about islamic things such as product, Islamic physical attributes,
Islamic non-physical attributes and emotional values. The aim of this paper is to examine the relationships
between four factors. For this purpose, a structured questionnaire was designed based on items adapted
from previous studies. Data were collected from 35 Muslim respondents who have done their islamic work
(Hajj). There are pillars of Islam and Hajj is one of them. Multiple regression analysis was used to test the
proposed model. The results indicated that all product factors are significantly correlated with purchase
intention. This study provides customer satisfaction towards Islamic travel package.

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 Table of Contents
1.0 Brand Image and Customer Satisfaction towards Islamic Travel Package ............................................. 1
1.1 Introduction ........................................................................................................................................ 1
1.2 Background of study ........................................................................................................................... 3
1.3 Problem Statement ............................................................................................................................. 3
1.4 Objective of the study ......................................................................................................................... 4
1.5 Scope of the study .............................................................................................................................. 4
1.6 Limitation of the study ........................................................................................................................ 5
1.7 Methodology of the Study .................................................................................................................. 5
2.0 Literature Review .................................................................................................................................... 7
2.1 Product Quality ................................................................................................................................... 7
2.2 Islamic belief ....................................................................................................................................... 8
2.3 Islamic physical attributes................................................................................................................. 10
2.4 Islamic non-physical attribute........................................................................................................... 11
2.5 Emotional value ................................................................................................................................ 12
2.6 Brand image and customer satisfaction ........................................................................................... 13
3.0 Data Analysis ......................................................................................................................................... 14
3.1 Demographic factor Analysis ............................................................................................................ 14
3.2 Reliability Test ................................................................................................................................... 18
3.3 Correlation Matrix............................................................................................................................. 20
3.4 KMO and Bartlett’s Test .................................................................................................................... 22
3.5 Communalities: ................................................................................................................................. 23
3.6 Total Variance Explained:.................................................................................................................. 24
3.7 Component Matrix ............................................................................................................................ 25
3.8 Rotated Component Matrix .............................................................................................................. 27
3.9 Regression Analysis: .......................................................................................................................... 29
4.0 Conclusion ....................................................................................................................................... 35
5.0 References ............................................................................................................................................ 36
6.0 Appendix ............................................................................................................................................... 37

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1.0 Brand Image and Customer Satisfaction towards Islamic Travel
Package

1.1 Introduction
Nowadays tourism performs a brilliant function for monetary development of any country. In
Muslim global this idea converted to Islamic tourism that contributes to its economy year by 12
months. Entrepreneurial activities in tourism sector has been recognized to be one of the most
effective economic strategies for pretty a few time, as one of the simplest tactics for developing a
country’s financial system and maintaining its competitiveness. The number of Muslim
vacationers has been snowballing and interesting to be studied. It was predicted that in 2018 total
Muslim population was 2.14 billion but in 2019 it reaches 2.25 (Muslim Population Worldwide
Data, 2019). The boom of 1.84 in keeping with cent inside the quantity of Muslim population is
advantageous for the marketplace of Muslim consumers. As a result, the Islamic travel packages
have grown to be the priority of the Halal tourism marketplace. The records on Muslim behaviors
and need may be used to expand the photo and offer an Islamic travel package that matches the
necessities of the new marketplace. According to Eid (2007), customer cost is turning into a
priority because of very powerful economic, technological and social forces that have effectively
made the traditional commercial enterprise models irrelevant in the contemporary business and
technological environment. According to Eid (2013), a higher understanding of Muslim client will
allow the tourism activities to increase the Islamic travel package.

According to Dinar Standard and Crescent Rating (2012), the Muslim tourists’ expenditure growth
charge is expected to be at 4.79% according to yr on average for the 12 months 2012 until 2020.
This expenditure increase charge is better than the global predicted average boom fee of 3.8% for
the duration of the same period.

There are a large range of Islamic heritage sites in Bangladesh and site visitors can find particular
designed mosques, tombs, shrines in nearly all the districts of Bangladesh. The principal attractions
of Islamic heritage sites of Bangladesh are in short described inside the following: Star Mosque,
Dhaka: Star Mosque, locally referred to as Tara Masjid, is a mosque positioned in Dhaka. It is

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located on the Armanitola region of the old part of the city. The mosque has ornate designs and is
decorated with motifs of blue stars. The mosque is embellished with imported Japanese and
English china clay tiles and applied both methods of the Chinitikri application.

Collins-Kreiner and Wall (2015) affirmed that the relationship between non secular and tourism
focused on two specific topics which are either religious or tourism. It is thought that higher
expertise about tourism cannot be proven without a higher knowledge approximately the spiritual
and the significance impacts (Collins-Kreiner and Wall, 2015). Hence, there's the need to behavior
a look at that examines the relationship between non secular, tourism, and marketing. Thus, this
examine aimed to examine the factors affecting the brand image and consumer satisfaction toward
the Islamic travel package in Bangladesh.

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1.2 Background of study
Tourism industry is widely accepted one of the sources of Islamic tourism has been seen as a new
emergence tourism business concept globally. There have some factors that create brand image
and customer satisfaction towards Islamic travel package. Tourism corporations enhance their
company image by using enhancing the products and service based on religious point of view that
can to the amplify customer satisfaction. Tourism groups can improve the fine of Islamic tour
package (Nawi, 2019). Factors like- Islamic belief is one of the most important that can directly
link with customer satisfaction. Service quality, Islamic physical attribute like- halal things can
directly influence Muslim people. It may vary from person to person but most of the time it has
positive impact on travel package.

This research paper is basically based on some factors that help to satisfy customer and create
brand image towards Islamic travel package. This paper will be conducted only in Bangladesh and
collect information through a questionnaire. This information will help to identify weather it is
positive or negative relationship to customer satisfaction and brand image among muslim people
in Bangladesh.

1.3 Problem Statement

Nowadays we can observe that believing power to travel agencies is decreasing day by day among
multiple groups of people. There are many reasons behind it as well. Commitment is one of the vital
matters. They don’t keep promise properly. It refers negative impact on travel agencies. Islamic belief,
Product quality and Islamic physical attribute are directly link with customer satisfaction. This study
provides insights into how consumers think about Islamic travel package and how Islamic travel
package help to satisfy customer and create brand image.

First of all, I have to find out all the reasons. ThenI will try to link them to our other related findings.

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1.4 Objective of the study
General Objectives:

The specific objective of my research is to identify the factors that create brand image and customer
satisfaction towards Islamic travel package.why those factors have influence customer and create brand
image towards travel package and what are the reasons behind it.

Specific Objectives:

• To collect information about Islamic travel package.

• Factors that are influencing

• Conduct a survey and analyze the results through SPSS.

• Perception about Islamic travel package from different groups of people

• Analysis of those factors

• Collecting information from different groups of people.

1.5 Scope of the study

Bangladesh is an Islamic country. The majority of its population are from a Muslim background
but other than Muslim, Hinduisms are 9%, Buddhists are 0.6%, and Christians are .3%. As the
Hajj, Umrah, and other religious places have a great impact on religious value, people from
Bangladesh take tourism package to join those activities. To find out how much customer
satisfaction and brand image have an impact on religious travel packages in Bangladesh.
Approximately 150 million pilgrims from Bangladesh each year set to perform hajj only. Umrah
has another big impact on a travel package. Because of limited activity compared to hajj and the

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cost of the complete package is quite less that attracts a lot of pilgrims to visit Macca, Saudi Arab.
From the business perspective, this is a huge impact on the economy. Both the destination country
and the agency deal with it these get monetary benefits. This is where we are trying to find out
what causes customer satisfaction that creates a brand image

1.6 Limitation of the study

Too many barriers existed to reach the proper research paper level. Respondents did not want to
answer; some commented that this research was entirely related to personal questions. If they do not
want to, I also gave them the option not to respond. For some time and cost limitations, I couldn't focus
on all the product factors. This study will help students learn. This research will help students to learn
the influencing factors and consequences behind customer satisfaction and brand image towards
Islamic travel package.

1.7 Methodology of the Study

As the main objective of this research is to find out which factors has greater impact on Brand
Image and Customer Satisfaction towards Islamic Travel Package It is necessary to do the research
by conducting survey on different age , gender and occupation of Dhaka city. The study has been
done by distribution of self-administrated questionnaires. All the items have been developed by
literature review. This is a conclusive research. Questionnaire and secondary data used to conduct
the research.

Sample selection & Data Collection

The target population for this study was customers who participated in Islamic travel package from
several companies that offer Islamic products and services. In this study, Data collection is the
foremost task to do. Here in our research I have collected our data by using two methods. They
are-

1. Primary data

2. Secondary data

I have considered the following factors regarding primary data and secondary data:

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Primary Data

Primary data have been collected through Survey and questionnaires. Total sample size is 35
people from different age, occupation and gender. The geographical location is Dhaka city. Based
on survey data I have done a depth analysis to find out Brand Image and Customer Satisfaction
towards Islamic Travel Package.

Secondary Data

It refers to data collected by someone other than the user. Common sources of secondary social
science data include censuses, government departmentally collected information, organizational
records, and data originally collected for other research purposes. These data is cheaper and faster
than the primary data and may also be accessible if primary data cannot be accessed at all
(Google.com). In our research I have collected our secondary data from:

• Newspapers

• Journals

• Other relevant research paper

• Articles

• Websites

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 2.0 Literature Review

2.1 Product Quality

The consequences of product quality are composed of trust, satisfaction, and image. Overall, the
effects advocate a good validity of the theoretical mannequin and the key paths in the mannequin
are discovered statistically significant, barring past experience affecting product quality(Parves
Sultan, 26 July 2012).Customer satisfaction impacts corporate overall performance due to the fact
that it is surmised that clients will purchase a product from businesses they will be relaxed with,
i.e. such products that will meet their expectations (in all aspects). These clients will not solely
buy the product again later (in case that their expectations regarding the satisfaction with the
product are met) however will additionally recommend other (prospective) customers to purchase
it. Customer delight can be observed from more than a few views and in the course of a variety of
time intervals (Petr Suchánek, 2015).Product quality is associated with brand image, which is
fundamentally the customers view of the products and services (Nikhashemi et al., 2017). Zeithaml
(1988) Product quality alludes to the buyer judgment about general item Excellence.

H1. Product quality has a significant positive effect on brand image towards Islamic travel
package.

The brand image is seen as a critical component of purchaser fulfillment. At present the degree of
commercial enterprise opposition in several industrial sectors is very high, such as in the
electronics sector. As a result, commercial enterprise humans have to proceed to innovate each on
their merchandise or services to preserve and expand their market share. The expand in market
share is most probable related to the enlarge in customer delight stage both on provider quality,
product excellent or brand image which ultimately has an effect on patron loyalty to buy products.
(Sitio, 2019). Based on the results of the pre-survey it is recognized that the provider quality of the
enterprise consisting of dimensions of reliability, responsiveness, assurance, empathy and
tangibility still cannot provide maximum purchaser satisfaction. This is indicated by means of the
assertion of an average of 48% of shoppers who expressed dissatisfaction. In addition, the
corporation has no longer been capable to supply pleasant products that can furnish most patron
satisfaction, in particular in the dimensions of durability, conformity with specifications, features,

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aesthetics and performance, as indicated by using an average statement of 56% of consumers
expressing dissatisfaction. Likewise, the brand image of the agency has no longer maximally
occupied a robust function in the eyes of consumers, mainly associated to the company character
dimensions, manufacturer behavior and attitudes, manufacturer associations and brand advantages
and abilities as indicated by an average statement of 44% of shoppers who disagree. Meanwhile,
the brand identification dimension is pretty robust in the eyes of shoppers as indicated by way of
an average of 71% of buyers who agree to the manufacturer image. Nevertheless, company image
desires to be multiplied to expand customer self-belief in Sharp products. The quality of the
products helps the company to generate a more positive image which turns into consumer
satisfaction. (Zhu and Sarkis, 2006).

Brand image has a mediating effect on the relationship between product quality and consumer
satisfaction towards Islamic travel package.

2.2 Islamic belief

Religiosity which refers to one's faith in God and commitment to act in accordance with the
policies set forth through God (McDaniel & Burnett, 1990), is also verified to have enormous have
an effect on Muslim consumer selection making with regard to the consumption of halal tourism
(Eid & El-Gohary, 2015;Shakona et al., 2015). According to some renowned researchers and their
thought about Islamic beliefs almost similar. The Islamic point of view on manufacturer picture
and buying choice process is preferable in the additional segmentation of variables such as age,
gender, and lifestyle, which can be used to detect the market sections. Religious faith can have an
impact on the Muslims’ attitudes, behaviors, perceptions, and feelings to select the products and
services. Islam requires a nice exercise regarding fitness and hygiene such as washing before
prayer and selecting halal food). Due to the significance of these practices, manufacturer image is
important when the Muslim buyers are selecting their journey package. However, there had been
confined research completed on the influence of Islamic beliefs on company image closer to
Islamic travel package.

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Religion performs a widespread function in the lives of many people. In tourism services,
religiosity also influences the pleasure of consumers, specially adherents of Islam. According to
(Battour, 2017) Destination entrepreneurs need to recognize Muslim journey conduct in order to
satisfy their wishes mainly in Halal tourism industry. The focus among Muslims is expected to
expand for deciding on Halal travel and Muslim pleasant alternatives to satisfy their needs from
the common of preferences presently offered. Therefore, more moderen destinations are
anticipated to end up extra Muslim-friendly such as South-Africa, France, Spain, Australia,
Maldives, and Korea. The challenge for new destinations that plan to be Muslim pleasant is to
harmonize the demands of developing Halal tour and the wants of these searching for present day
global tourism. It is expected in 2017 that extra interest will be given among new destinations to
provide Muslim-friendly airport, Halal dining options, prayer area get right of entry to and leisure
facilities with privacy. Newer locations are anticipated to end up more Muslim pleasant such as
South Africa and France. The numbers of Sharia-compliant inns and Halal resorts are anticipated
to increase in non-Muslim destinations. It is a spiritual compulsion for all Muslims to consume
solely merchandise that are authorized by Allah (God) and fall under the jurisdiction of Shari‟ah.
In Islam, Shari‟ah-compliant tourism products usually refer to all the merchandise that are in
accordance with the directions of Almighty Allah (God) and the Prophet Mohammad (May peace
be upon him). Shari‟ah specially designates with the aid of the time period “Halal” these
merchandise which are permissible, lawful and unexceptionable for consumers. Shari‟ah-
compliant tourism products may also consequently add value to Muslim consumers‟ buying
experiences thru the Islamic advantages that contribute to the price of the whole (Eid & El-Gohary,
2014).

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2.3 Islamic physical attributes
In Islam, Muslims ought to travel to distinct locations so that to praise the greatness and splendor
of God; based on Quran practices, Muslims need to be hospitable and beneficent toward visitors.
Though there has been discussed between Islam and tourism, there is a want for a comprehensive
study on Islamic attributes and its impact on the motivational elements and Muslim tourists’
satisfaction. (Farahdel, 2011). In normal when focused on Muslim tourists, tourism industry has
to make sure to reflect on consideration on all the Islamic needs of these clients and make the
Islamic attribute reachable for them as some distance as they can, to hold them satisfied.

According to(Eid & El-Gohary, 2015), The halal standpoint not only refers to food and beverages
however also applies to all facets of existence. In the consumption of tourism services, Muslims
also think about the halal-ness of the offerings based totally on Islamic fee. In the context of
consumption, Islamic fee dimensions refer to the attributes that have relevance or comply with the
rules of Sharia or spiritual identification. This Islamic value turns into an extra thing aside from
cognitive and affective elements that contributes to the advent of value. two Islamic fee consists
of two dimensions: Islamic physical attributes and Islamic non-physical attributes. The religious
factors of Islamic physical attributes and Islamic non-physical attributes may additionally affect
customer satisfaction, in particular amongst Muslims. Islamic physical attributes are all Islamic
attributes that can be viewed and touched, such as the availability of locations of worship, the
availability of the Qur'an in a inn room and toilets which comply with the policies of Sharia.

According to (Battour, Battor, & Bhatti, 2014), the Islamic physical attribute of Islamic tour
applications can appeal to Muslim shoppers such as a restaurant with a halal emblem or Islamic
free dress code. They stated that the Islamic physical attribute in the Islamic tour bundle be
increased for the purpose to attract more Muslim buyers to buy the Islamic tour package. Based
on the discussion above. This study proposed the following hypothesis:

H2: Islamic Physical attribute has a significant positive effect on brand image towards Islamic
travel package.

According to (Eid & El-Gohary, The role of Islamic religiosity on the relationship between
perceived value and tourist satisfaction, 2015) The Muslim consumers expect that the Islamic
bodily attributes consist of prayer facilities, halal food, and Sharia’s-compatible toilet. They found

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that Islamic physical attributes can affect consumer satisfaction. In other words, Muslim customers
with a high level of non-secular believe, perceived the ‘value of Islamic physical attribute’ have a
greater significance compared to other elements in selecting a tourism package.

Brand image has a mediating effect on the relationship between Islamic physical attribute and
consumer satisfaction towards Islamic Travel Package.

2.4 Islamic non-physical attribute

Islamic non-physical attributes refer to all attributes that can be seen however not necessarily
touched without delay. An example of Islamic non-physical attributes is the availability of
television packages in accordance with Islamic value(Eid & El-Gohary, 2015). The accessibility
of the Islamic non-physical attribute is one of the tools that can be used when the Muslims choose
the tourism product. Islamic non-physical attributes such as Islamic entertainment, Islamic dress
code, Islamic name of prayer, and well-known Islamic morality can attract the Muslim customers
to buy the Islamic travel package. the Islamic travel package might also be the fantastic answer for
Muslim customers who follow the Islamic religiosity. It is assumed that Islamic non-physical
attributes have an advantageous impact on brand image. Based on the discussion above, this study
proposed the following hypothesis:

H3: Islamic non-physical attribute has a significant positive effect on brand image towards Islamic
travel package.

Islamic non-physical attributes may entice more Muslim consumers. The Islamic non-physical
attributes encompass segregated services, Islamic entertainment tool, and arts that do no longer
depict human varieties. (Eid & El-Gohary, 2015) Stated that Islamic non-physical attributes have
a wonderful effect on purchaser satisfaction. The Quran offers training from all factors of human
activities; thus, Islamic non-physical attributes can affect the course of Muslim consumers in
deciding on their preferred product to fulfill their wants. Although previous research stated that
Islamic non-physical attributes have a direct have an effect on client pleasure two there were no
research that examined the mediating effect of company image on the relationship between Islamic
nonphysical attribute and client pleasure in advertising tourism industry. (Nawi, Mamun, Nasir,

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Abdullah, & Mustapha, 2019). Based on the discussion above, this study proposed the following
hypothesis:

Brand image has a mediating effect on the relationship between Islamic non-physical attribute and
consumer satisfaction towards Islamic travel package.

2.5 Emotional value

Though consumer is not always right, they are continually emotional when they engage in business
transactions. Keeping customer and group of workers thoughts positive, usually creates
commitment. Excitement and power in personnel and make the patron prefer to return. Consumers
communicate with their emotions, and provider vendors ought to respond. Service carriers may
think passionate display get in the way of solving troubles however from the client’s point of view
feelings are phase of the whole verbal exchange experience, and they must be acknowledged. Two
Emotions are hard to control and measure, they need to be taken into consideration when trying to
construct Long-term patron relationships. In order to construct an emotion-friendly organization,
senior managers have to create a supervisor to discuss their emotions, which will, in turn, supply
the team of workers permission to consider its very own emotional issues. Staffing decisions must
be made via looking at the emotional influence of any increase or decrease in personal- in addition
to considerations of profitability. And, Businesspeople that have been skilled in technical areas
will need to acquire a new, huge point of view on the emotional lives of their customers. Exercising
new psychological muscles, such as tolerance, flexibility, and empathy, is key to growing
emotional competence in the workplace. The emotional connection between the provider and the
patron is context dependent, there is probable no single satisfactory measurement of patron
emotions. Most clients would decide upon to be loyal to the manufacturer because it makes their
lives easier. But loyalty implies a high-quality attitude. Even when costs are at their lowest, clients
will nonetheless leave if they are dealt with badly enough. However, when customers are positively
inclined, they are greater inclined to tolerate delays, product shortage, mistakes, and different thing
of bad quality. two Loyal clients are additionally easier to serve- they be aware of how to meet
their own wants and with a minimum of inconvenience to themselves. There are four emotion-
friendly strategies, which if implemented, tend to influence client loyalty rates positively. Listen
to the voice of loyal customers. Retain customers by keeping staff. Communicate a message of

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fairness according to (Maul, 2000). For Muslim tourist, emotional value also influences their
satisfaction as tourists (Eid, 2005). The theories discussed above lead to the following hypothesis:

H4: Emotional value positively and significantly influences customer satisfaction.

2.6 Brand image and customer satisfaction

In the marketing research, the term brand image is normal, and it changes as per various authors
with alternate points of view. Brand image occurs in consumer awareness as the consumers
perceive and interpret the brand and marketing activities (Hung, 2008). According to Eid and El-
Gohary (2015), Brands have been progressively considered as essential capital for some
organizations. Islamic strictness directs the impacts of Islamic physical qualities esteem also,
Islamic non-physical qualities esteem on Muslim consumer satisfaction, which is an impressive
commitment to the combined information in the field. Zhang (2015) referenced that brand image
is identified with the image of the organizations that can pull in the buyers to purchase their items
with practical impacts. Severi and Ling (2013) referenced that the solid brand image can fortify
the seriousness of the brand. They additionally expressed that brand image is one of the variables
that can impact buyers' dynamic by the impression and experience of the shoppers. It is accepted
that an item or administration with a decent picture will transform into fulfillment that could
prompt purchasers in repurchasing the item (Tu et al., 2012).Brand loyalty had a significantly
positive effect on performance of Islamic travel package. Islamic religiosity plays a moderating
role in the relationship between Islamic attributes and customer satisfaction. Brand loyalty will be
considered as a repeat purchase behavior under conditions of strong sensitivity. (Hong-bumm
Kim, 2005.). Brand image is important for customer satisfaction that can lead to the success of the
business. Studies found a positive relationship between brand image and consumer satisfaction.
Based on the discussion, the following hypothesis is proposed:

Brand image has a significant positive effect on consumer satisfaction towards Islamic travel
package.
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 3.0 Data Analysis

The data were collected from customers who participated in Islamic travel package. Most of the
respondents were male about 71.4%. A total of 35 respondents 34.3% were in the range of 18-
25years old, 20% were in the range of 26-35 years old and 17.1% were in the range of 36-45 years
old. For income status, 20 percent of the respondents have an income of in between tk 10,000-
30,000, 25.7 percent have an income of tk below 10,000 and 25.7 per cent have an income of tk
above 90,000.

3.1 Demographic factor Analysis

Demographic factors basically mean personal characteristics that are used to collect and evaluate data
from the mass population. I determined some demographic factors based on Bangladesh's perspective
that are gender, age, income, and occupation before conducting my research. All the demographic data
are analyzed by the following frequency table:

Statistics

Gender Age Occupation Income

N Valid 35 35 35 35

Missing 0 0 0 0

Std. Deviation .458 1.501 1.811 1.975

Sum 45 120 116 114

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 Gender

Frequency Percent Valid Percent Cumulative Percent

Valid Male 25 71.4 71.4 71.4

Female 10 28.6 28.6 100.0

Total 35 100.0 100.0

Gender: The data were collected from customers who participated in Islamic travel package. Most
of the respondents were male about 71.4%. The percentage gap shows that female is less likely to
do such tasks and get involved. So, the number of male respondents are more.

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 Age: The following chart shows the range of age groups our respondents. A total of 35

respondents 34.3% were in the range of 18-25years old, 20% were in the range of 26-35 years old
and 17.1% were in the range of 36-45 years old.

Age

Frequency Percent Valid Percent Cumulative Percent

Valid <18 1 2.9 2.9 2.9

18-25 12 34.3 34.3 37.1

26-35 7 20.0 20.0 57.1

36-45 6 17.1 17.1 74.3

46-55 4 11.4 11.4 85.7

>55 5 14.3 14.3 100.0

Total 35 100.0 100.0

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 Occupation:

The following chart shows occupations of respondents. The maximum portion of 25.7% of
respondents is students. There is also businessperson 22.9% and private employees 22.9%.

Occupation

Frequency Percent Valid Percent Cumulative Percent

Valid Private Employee 8 22.9 22.9 22.9

Business 7 20.0 20.0 42.9

Professionals 3 8.6 8.6 51.4

Govt. Employee 4 11.4 11.4 62.9

Student 9 25.7 25.7 88.6

Others 4 11.4 11.4 100.0

Total 35 100.0 100.0

Income: For income status, 20 percent of the respondents have an income of in between tk
10,000-30,000, 25.7 percent have an income of tk below 10,000 and 25.7 per cent have an income
of tk above 90,000.

Income

Frequency Percent Valid Percent Cumulative Percent

Valid <10000 9 25.7 25.7 25.7

10000-30000 7 20.0 20.0 45.7

31000-50000 5 14.3 14.3 60.0

51000-70000 3 8.6 8.6 68.6

71000-90000 2 5.7 5.7 74.3

>90000 9 25.7 25.7 100.0

Total 35 100.0 100.0

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3.2 Reliability Test
I run this test on 35 respondents data. This test includes all independent and
dependent variables. Here the Cronbach’s Alpha value should be near to1. Higher
the score means better reliable data. The reliability score is:

Reliability Statistics

Cronbach's Alpha N of Items

.771 29

Again, I ran several tests only on specific independent variable and the reliability scores are:

Product Quality Factors:

Reliability Statistics

Cronbach's Alpha N of Items

.709 4

Islamic physical Attribute Factors:

Reliability Statistics

Cronbach's Alpha N of Items

.491 5

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Islamic Non-physical Attribute Factors:
Reliability Statistics

Cronbach's Alpha N of Items

.682 4

Emotional Value Factors:

Reliability Statistics

Cronbach's Alpha N of Items

.709 4

Brand Image:
Reliability Statistics

Cronbach's Alpha N of Items

.725 4

Customer Satisfaction:

Reliability Statistics

Cronbach's Alpha N of Items

.896 4

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 3.3 Correlation Matrix
Here we find how an object is correlated with another variable. Respondents feel that how close
are questions are in from the different independent variables. With the help of the correlation
matrix, I want to show interrelationship among all factors of product quality, Islamic physical
Attribute, Islamic non-physical attribute, and emotional attribute.

Correlation Matrix

Phy Phy Phy Phy Phy Non Non Non Non

Pro Pro Pro Pro sical sical sical sical sical Phy Phy Phy Phy Em Em Em Em Bra Bra Bra Bra
1 2 3 4 1 2 3 4 5 1 2 3 4 o1 o2 o3 o4 nd1 nd2 nd3 nd4

Corr Pro 1.0 .59 .21 .43 .062 - - .243 .350 .059 .101 .324 .351 .37 .41 .41 .38 .15 .04 .21 .05
elati 1 00 5 8 1 .036 .231 6 4 8 1 1 4 1 3
on
Pro .59 1.0 .26 .55 - - - .169 .122 .146 .274 .133 .279 .35 .41 .14 .32 .07 .04 - .05
2 5 00 9 6 .119 .097 .019 0 2 8 5 7 0 .05 4
4

Pro .21 .26 1.0 .36 - .054 .371 .144 - .393 .303 .282 .058 .23 .19 .13 .31 - .07 .17 .20
3 8 9 00 7 .120 .019 2 9 0 5 .14 5 2 7
5

Pro .43 .55 .36 1.0 - .282 .066 .316 .246 .166 .226 .428 .224 .45 .42 .25 .58 - .09 .20 .05
4 1 6 7 00 .026 1 2 3 4 .12 9 8 2
8

Phy .06 - - - 1.00 .359 .053 - - .147 - .195 .349 - .19 .31 - .01 .14 .39 .17
sical 2 .11 .12 .02 0 .062 .138 .031 .07 9 0 .01 2 0 7 4
1 9 0 6 3 9

Phy - - .05 .28 .359 1.00 .263 .333 .132 .043 - .182 .094 .20 .13 .18 .05 - - - -
sical .03 .09 4 2 0 .095 3 6 9 1 .22 .11 .11 .15
2 6 7 5 5 2 6

Phy - - .37 .06 .053 .263 1.00 - .057 .127 .104 .062 - .20 .16 - - - .21 - -
sical .23 .01 1 6 0 .011 .103 1 4 .08 .01 .40 4 .19 .03
3 1 9 9 5 6 3 7

Phy .24 .16 .14 .31 - .333 - 1.00 .563 .151 .074 .199 .280 .03 .10 .04 .26 - - - -
sical 3 9 4 6 .062 .011 0 9 2 9 5 .06 .19 .11 .24
4 1 9 2 8

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Phy .35 .12 - .24 - .132 .057 .563 1.00 - - .296 .229 .27 .21 .13 .38 - .02 .06 -
sical 0 2 .01 6 .138 0 .061 .071 5 8 7 7 .10 4 9 .06
5 9 2 4

Non .05 .14 .39 .16 .147 .043 .127 .151 - 1.00 .648 .301 .089 - - - .01 .18 .31 .20 .56
Phy 9 6 3 6 .061 0 .11 .12 .08 4 9 4 7 3
1 2 0 7

Non .10 .27 .30 .22 - - .104 .074 - .648 1.00 .390 .252 .01 .03 .07 .13 .36 .45 .17 .51
Phy 1 4 3 6 .031 .095 .071 0 3 2 2 7 9 3 8 6
2

Non .32 .13 .28 .42 .195 .182 .062 .199 .296 .301 .390 1.00 .576 .43 .46 .48 .51 .13 .20 .36 .18
Phy 4 3 2 8 0 6 9 5 6 4 9 8 7
3

Non .35 .27 .05 .22 .349 .094 - .280 .229 .089 .252 .576 1.00 .35 .51 .39 .25 .14 .00 .33 .04
Phy 1 9 8 4 .103 0 2 8 2 2 1 0 8 9
4

Em .37 .35 .23 .45 - .203 .201 .039 .275 - .013 .436 .352 1.0 .40 .26 .40 - .10 .22 .04
o1 6 0 2 1 .073 .112 00 6 5 8 .07 3 4 1
9

Em .41 .41 .19 .42 .199 .136 .164 .102 .218 - .032 .469 .518 .40 1.0 .21 .41 - .21 .29 .00
o2 4 2 9 2 .120 6 00 7 3 .05 1 9 6
4

Em .41 .14 .13 .25 .310 .189 - .049 .137 - .072 .485 .392 .26 .21 1.0 .56 .09 .18 .32 -
o3 8 8 0 3 .089 .087 5 7 00 3 4 1 5 .04
9

Em .38 .32 .31 .58 - .051 - .265 .387 .014 .137 .516 .252 .40 .41 .56 1.0 - .14 .54 .00
o4 1 5 5 4 .019 .015 8 3 3 00 .05 6 2 9
1

Bra .15 .07 - - .012 - - - - .189 .369 .134 .141 - - .09 - 1.0 .43 .20 .40
nd1 1 7 .14 .12 .225 .406 .061 .102 .07 .05 4 .05 00 7 6 4
5 8 9 4 1

Bra .04 .04 .07 .09 .140 - .214 - .024 .314 .453 .209 .000 .10 .21 .18 .14 .43 1.0 .34 .62
nd2 4 0 5 9 .115 .199 3 1 1 6 7 00 8 9

Bra .21 - .17 .20 .397 - - - .069 .207 .178 .368 .338 .22 .29 .32 .54 .20 .34 1.0 .33
nd3 1 .05 2 8 .112 .193 .112 4 9 5 2 6 8 00 7
4

21 | P a g e
 Bra .05 .05 .20 .05 .174 - - - - .563 .516 .187 .049 .04 .00 - .00 .40 .62 .33 1.0
nd4 3 4 7 2 .156 .037 .248 .064 1 6 .04 9 4 9 7 00
9

3.4 KMO and Bartlett’s Test

It measures that for research, its sample size is adequate or not for that study. As I took 35 people
as a sample of our research. After the analysis, I found that shows .389 in KMO that is a positive
signal for our study. The range of KMO is 0 to 1. KMO result near 1 means the study is adequate.
Besides, we also look at Bartlett's Test of Sphericity. It shows sample size is significant or not. It
takes alpha vale of .05 and measures the test.

KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .389

Bartlett's Test of Sphericity Approx. Chi-Square 371.364

Df 210

Sig. .000

Here the hypothesis is:

Ho: The total number of respondents is not significant for this study.

H1: The total number of respondents is significant for this study.

As significant score is near to 0 that means the null hypothesis is rejected.

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3.5 Communalities:
Here respondents feel that these questions are unnecessary or find the same with no major
difference between questions. Here the extraction has value 0 to 1. And each factor that contains
close to 1 extraction value is a genuine question. If any extraction value falls less than .5 then i
need to cut off that question.

Communalities

Initial Extraction
Pro1 1.000 .682
Pro2 1.000 .848
Pro3 1.000 .729
Pro4 1.000 .659
Physical1 1.000 .819
Physical2 1.000 .669
Physical3 1.000 .835
Physical4 1.000 .853
Physical5 1.000 .835
NonPhy1 1.000 .851
NonPhy2 1.000 .745
NonPhy3 1.000 .657
NonPhy4 1.000 .694
Emo1 1.000 .622
Emo2 1.000 .712
Emo3 1.000 .603
Emo4 1.000 .866
Brand1 1.000 .710
Brand2 1.000 .804
Brand3 1.000 .763
Brand4 1.000 .737
Extraction Method: Principal Component
Analysis.

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3.6 Total Variance Explained:
It describes the number of chosen independent variables that are adequate or not. The missing
values are on the right side means those are below 1 in Eigenvalues. I had 21 factors in 5 types of
independent variables but this TVE says 7 factors have uniqueness rather than other factors. Again,
the last value of the cumulative percentage of rotation sums of squared loadings should be more
than 70%. Here, 7th component scored 74.736 that is a positive number for further research.

Total Variance Explained

Initial Eigenvalues Extraction Sums of Squared Loadings Rotation Sums of Squared Loadings
Componen % of Cumulative % of Cumulative % of Cumulative
t Total Variance % Total Variance % Total Variance %
1 5.079 24.184 24.184 5.079 24.184 24.184 3.029 14.424 14.424

2 3.032 14.439 38.623 3.032 14.439 38.623 2.516 11.982 26.406

3 2.038 9.706 48.328 2.038 9.706 48.328 2.306 10.979 37.385

4 1.831 8.718 57.046 1.831 8.718 57.046 2.221 10.575 47.960

5 1.484 7.067 64.113 1.484 7.067 64.113 1.914 9.116 57.076

6 1.163 5.539 69.652 1.163 5.539 69.652 1.877 8.939 66.014

7 1.068 5.084 74.736 1.068 5.084 74.736 1.832 8.722 74.736

8 .874 4.163 78.900

9 .822 3.915 82.815

10 .701 3.337 86.152

11 .634 3.021 89.173

12 .514 2.448 91.621

13 .415 1.978 93.599

14 .310 1.477 95.076

15 .249 1.185 96.262

16 .235 1.120 97.381

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17 .199 .949 98.330

18 .167 .794 99.124

19 .105 .499 99.623

20 .048 .227 99.850

21 .032 .150 100.000

3.7 Component Matrix

By using the component matrix, i tried to find out problematic components and demolish those
components. In the component matrix, one component ought to be coordinated with as it one
variable. Sometimes it does not happen. If it does not happen. there must be some problem and by
using the component matrix, we can solve it.
In our research, I use it to find out problematic components. And I have taken the suppress value
absolute below 0.44. After that, I have found many components that are under one variable. After
using this matrix still, I cannot decide which one is accepted or we should accept. But I needed to
complete it by eliminating problematic components. To solve the problem again I needed to follow
another matrix called Rotated Component Matrix.

Component Matrixa

Component

1 2 3 4 5 6 7

Pro1 .642

Pro2 .536 -.514 .468

Pro3 .444 .578

Pro4 .698

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Physical1 .679

Physical2 .596

Physical3 .648 .501

Physical4 .697

Physical5 -.506

NonPhy1 .607 .446

NonPhy2 .625

NonPhy3 .766

NonPhy4 .626

Emo1 .586

Emo2 .640

Emo3 .565

Emo4 .730

Brand1 .594

Brand2 .649

Brand3 .526

Brand4 .796

Extraction Method: Principal Component Analysis.

a. 7 components extracted.

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3.8 Rotated Component Matrix
The main purpose of the rotated component matrix is to eliminate problematic components form
the questionnaire. In this process, everyone needs to follow, or process is done by the Varimax
method. By using this matrix, I have found the most problematic components and most accepted
components which can help us to describe whole things. And the main purpose of this matrix is to
find out problematic components and keep the most important variables. And I have found the
most important variables to describe our dependent variable. We have found some problematic
variables like- pro2, pro3, Physical3, and NonPhy1

Rotated Component Matrixa

Component

1 2 3 4 5 6 7

Pro1 .707

Pro2 .870

Pro3 .598

Pro4 .586

Physical1 .854

Physical2 .577

Physical3 .886

Physical4 .821

Physical5 .849

NonPhy1 .870

NonPhy2 .461 .704

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NonPhy3 .488

NonPhy4 .482 .576

Emo1 .582

Emo2 .673

Emo3 .666

Emo4 .817

Brand1 .567 -.607

Brand2 .863

Brand3 .766

Brand4 .717

Extraction Method: Principal Component Analysis.

Rotation Method: Varimax with Kaiser Normalization.

By using this matrix, I have found some important variables that are directly related to dependent
variable. And some of the variables have been rejected for doing authentic research. Variables
are given below which are directly included in research-

Pro1 - Favorable charge of travel package can satisfy customer.

Pro4 - Product compliment (Extra-special Treatment) has a positive relation with brand image.

Physical1 - Traveler prefer to choose a travel package that has the Islamic symbol.

Physical2 - Customized service must have an Islamic brand image to attract more muslim
consumers.

Physical4 - Prayer facilities can affect customer satisfaction

Physical5 - Shari’ah compatible toilet can affect customer satisfaction.

NonPhy2 - Islamic dress code can attract muslim customer towards Islamic travel package.

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NonPhy3 - Islamic call of prayer can attract customer.

NonPhy4 - General Islamic morality can help customer to satisfied customer.

Emo1 - Listen to the feedback of customers can satisfy customer.

Emo2 - Tolerance, flexibility and feelings for others helps to satisfy customer.

Emo3 - Close interaction between customer and service provider can help to satisfy customer.

Emo4 - Effective complaint management system helps to develop brand image.

Brand1 - I think the Travel package offers high level of service.

Brand2 - The staff is very kind

Brand3 - The travel agency is familiar to me

Brand4 - The travel package is superior than competitor’s package.

3.9 Regression Analysis:

Regression Analysis is a statistical process for estimating the relationships among variables.
Regression Analysis helps one understand how the typical value of the dependent variable changes
when any one of the independent variables is varied. It includes many techniques for modeling
and analyzing several variables. Here, I used Linear Regression to conduct the statistical study for
research.

Linear Regression

Linear Regression is the most basic type of regression and commonly used predictive analysis.
The overall idea of this regression examine two things-
• Does a set of independent variables do a good job in predicting a dependent variable?

• Which independent variables significantly predict the dependent variable?

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 Variables Entered/Removeda

Model Variables Entered Variables Removed Method

1 Emotion, . Enter
IslamicNonPhysicalAttr
ibutes,
IslamicPhysicalAttribut
es, ProductQualityb

a. Dependent Variable: Dependable

b. All requested variables entered.

The table above shows that our three independent variables remain to exist that we developed
before conducting the survey. There is no variable to remove. It indicates that all independent
variables influence customer satisfaction towards Islamic travel package.

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Model Summary:

The model Summary table provides information about the regression line ‘s ability to account for
the total variation in the dependent variable. It explains whether the independent variables can
judge the dependent variable or not. A model summary is comprised of R, R Square, adjusted R
Square and Std. The error of the Estimation.

Model Summary

Std. Error of the

Model R R Square Adjusted R Square Estimate

1 .622a .387 .305 .711

a. Predictors: (Constant), Emotion, IslamicNonPhysicalAttributes,

IslamicPhysicalAttributes, ProductQuality

R Square:

R square statistic provides a measure of how well the model is fitting the actual data and variability
in the data that is explained by the model. It is a number between 0 to1. A number near 0 represents
a regression that doesn‘t explain the variance in the dependent variable well and a number close
to 1 does explain the variance in the dependent variable that means the observations are predicted
exactly.

From the above summary table we can see that the value of R Square is .387 which basically means
that product quality, Islamic physical attribute, Islamic non-physical attribute, emotional value and
brand image these factors can explain 39% of total variance which is the benchmark for R square
and the other 61% is influenced by some other factors which didn’t consider for our research. So,
these factors can be considered for further research.

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 Adjusted R Square:

The adjusted R square is like R square with an adjustment to account for the number of predictors
in the model. Here, the adjusted value is .305 which is slightly reduced from .387 because it is
adjusted after justifying the errors.

Standard Error of the Estimate:

The standard error of the estimation is the measure of dispersion or variability of predictions in a
regression. The small value of std. The error of Estimate represents that observed values are fairly
close to the regression line and the larger value indicates observed values are far away from the
regression line. The less the value of std. error of estimation the higher the probability of best fit.
In this model summary the Std. Error of estimation is .711

ANOVA:

Analysis of Variance (ANOVA) tests the hypothesis and is used to determine whether the null
hypothesis will be accepted or rejected. Here our hypothesis is:

H0: whether independent variables have the exploratory power to explain the dependent variable
or not.

H1: Independent variables have the exploratory power to explain the dependent variable
ANOVAa

Model Sum of Squares df Mean Square F Sig.

1 Regression 9.579 4 2.395 4.733 .004b

Residual 15.181 30 .506

Total 24.761 34

a. Dependent Variable: Dependable

b. Predictors: (Constant), Emotion, IslamicNonPhysicalAttributes, IslamicPhysicalAttributes, ProductQuality

32 | P a g e
The decision about the hypothesis depends on the P-value (level of significance) by comparing the
alpha value (.05). ANOVA is basically the justification of P-value and the justification will be
based on the following criteria:

If P value< α, H0 is rejected.

If P value> α, H0 is accepted.

From the ANOVA table, we can see that the level of significance is .000 which is less than .05.
So, the null hypothesis is rejected and our alternative hypothesis which is independent variables,
that have the exploratory power to explain the dependent variables and will be accepted.

Coefficientsa

Standardized
Unstandardized Coefficients Coefficients

Model B Std. Error Beta t Sig.

1 (Constant) 3.917 1.406 2.785 .009

ProductQuality -.160 .292 -.107 -.547 .588

IslamicPhysicalAttributes -.324 .267 -.187 -1.212 .235

IslamicNonPhysicalAttributes .699 .165 .673 4.223 .000

Emotion -.147 .341 -.082 -.431 .669

a. Dependent Variable: Dependable

Coefficient defines the specific relationship among the independent variables and dependent
variables. It exactly refers to the extent to which the specific factor which can affect the dependable
variables. We have determined four independent variables for our research. Through analyzing the
coefficients, we can find out the variable which incurs a major impact on reducing reading habit
in Bangladesh. The level of significance will determine the exact variable for the study. The
analysis has resulted in the described decisions:

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 1. H0: Product quality do not have a significant positive effect on brand image towards
Islamic travel package.
H1: Product quality have a significant positive effect on brand image towards Islamic travel
package.
2. H0: Islamic Physical attribute do not have a significant positive effect on brand image
towards Islamic travel package.
H1: Islamic Physical attribute has a significant positive effect on brand image towards
Islamic travel package.
3. H0: Islamic non-physical attribute does not have a significant positive effect on brand
image towards Islamic travel package.
H1: Islamic non-physical attribute has a significant positive effect on brand image towards
Islamic travel package.
4. H0: Emotional value positively and significantly do not influence customer satisfaction.
H1: Emotional value positively and significantly influences customer satisfaction.

Product Quality Factors: Sig. value .588>.05; H0 Accepted

Islamic physical Attribute: Sig. value .235>.05; H0 Accepted
Islamic non-physical Attribute: Sig. value .000<.05; H0 Rejected
Emotional Value: Sig. value .669 >.05; H0 Accepted

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 4.0 Conclusion

I conclude that Islamic non-physical attributes have an impact on brand image and customer
satisfaction towards Islamic travel package. Since the epoch of the research, I determined one
independent variable which is responsible for Islamic travel package. After the survey and
analysis, I came to the decision that among the variables Islamic non-physical attributes have the
biggest cause of bran image and customer satisfaction towards Islamic travel package. Tourism
company can enhance their brand image by improving the products and services based on religious
perspective that can lead to the increase in customer satisfaction.

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 5.0 References

Hong-bumm Kim, W. G. (2005.). The relationship between brand equity and firms performance in luxury
hotels and chain restaurants. Tourism Management, 549-560.

Maul, J. B. (2000). Emotional Value (Vol. 17). (D. J. Sheth, Ed.) Decatur: John P. Fayad.

Nawi, N. B. (2019). Brand image and customer satisfaction . Asia pacific Journel of Innovation And
enpreneurship , 188-202.

Parves Sultan, H. Y. (26 July 2012). Service quality in a higher education context: an integrated model.
Asia Pacific Journal of Marketing and logistics, 24(5, 2012), 755-784.

Petr Suchánek, J. R. (2015). Customer Satisfaction, Product Qua;ity and Performance of Companies.
REVIEW OF ECONOMIC PERSPECTIVES – NÁRODOHOSPODÁŘSKÝ OBZOR,, VOL. 14(4,
2014), 329–344.

Sitio, L. T. (2019, June). ANALYSIS OF THE EFFECT OF SERVICE QUALITY, PRODUCT

QUALITY AND BRAND IMAGE ON CUSTOMER SATISFACTION AND ITS
IMPLICATIONS ON CONSUMER LOYALTY PT. SHARP ELECTRONICS INDONESIA
(CASE STUDY AT KARAWANG SHARP DIRECT SERVICE STATION). International
Journal of Engineering Technologies and Management Research, 6(6), 197-212.
doi:10.5281/zenodo.3271380

Eid, R. and El-Gohary, H. (2015), “The role of Islamic religiosity on the relationship between
perceived value and tourismsatisfaction”, TourismManagement, Vol. 46, pp. 477-488.

Eid, R. and El-Gohary, H. (2014), “Muslim tourist perceived value in the hospitality and tourism
industry”, Journal of Travel Research, Vol. 54 No. 6, pp. 774-787.

Eid, R. (2013), “Integrating Muslim customer perceived value, satisfaction, loyalty and retention
in thetourism industry: an empirical study”, International Journal of Tourism Research, Vol. 17
No. 3,pp. 249-260.

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 6.0 Appendix

Questionnaire
On
Brand Image and Customer Satisfaction towards Islamic Travel Package

I am a student of East West University and doing a project on Brand as part of our BBA Program. As a
partial requirement of the course I need to conduct a survey on “Brand Image and Customer Satisfaction
towards Islamic Travel Package” and would recommend some suggestions.

Please be rest assured that identity will remain anonymous and your responses to the survey will be held in
strict confidence and used for academic purpose only. I would appreciate it if you could take a few minutes
from your valuable time in completing the questionnaire. Your feedback is important and will contribute
towards enriching the knowledge and understanding the influential factors. Thank you very much for your
valuable time and kind cooperation.

Please read carefully the statements and show the extent to which you agree, somewhat agree, neutral or
somewhat disagree to disagree with each statement.

Atikul Hasan Rakib

Department of Business Administration
East West University

Section A:

1. Gender
i). Male ii). Female

2. Age
i) Below 18 ii) 18-25 iii) 26-35 iv) 36-45 v) 46-55 vi) above 55

3. Occupation
i) Private employee ii) Business iii) professionals iv) Govt. employee v) Student vi) others

37 | P a g e
4. Income
i) Below Tk. 10000 ii) Tk 10000 – 30000 iii) Tk 31000 – 50000 iv) Tk 51000 – 70000
v) Tk 71000 – 90000 vi) Above 90000

Section B:
Please tick (√) in the appropriate box that represents your perception on each statement:
Here, 1= Strongly Disagree, 2= Disagree, 3= Neutral, 4= Agree, 5=Strongly Agree

Product Quality Factors

No. Strongly Disagree Neutral Agree Strongly

Disagree Agree
(1) (2) (3) (4) (5)
1. Favorable charge of travel package can satisfy
customer.
2. More features in the package can help to satisfy.
3. Satisfaction comes from the quality of travel
packages
4. Product compliment (Extra-special Treatment) has a
positive relation with brand image.

Islamic physical Attribute Factors

No. Strongly Disagree Neutral Agree Strongly

Disagree Agree
(1) (2) (3) (4) (5)
1. Traveler prefer to choose a travel package that has
the Islamic symbol.

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2. Customized service must have an Islamic brand
image to attract more muslim consumers.
3. Halal food helps to satisfy customers toward Islamic
travel package.
4. Prayer facilities can affect customer satisfaction
5. Shari’ah compatible toilet can affect customer
satisfaction.

Islamic Non-physical Attribute Factors

No. Strongly Disagree Neutral Agree Strongly

Disagree Agree
(1) (2) (3) (4) (5)
1. Islamic entertainment (Reading, playing with kids)
can attract the muslim customer.
2. Islamic dress code can attract muslim customer
towards Islamic travel package.
3. Islamic call of prayer can attract customer.
4. General Islamic morality can help customer to
satisfied customer.

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 Emotional Value Factors

No. Strongly Disagree Neutral Agree Strongly

Disagree Agree
(1) (2) (3) (4) (5)
1. Listen to the feedback of customers can satisfy
customer.
2. Tolerance, flexibility and feelings for others helps to
satisfy customer.
3. Close interaction between customer and service
provider can help to satisfy customer.
4. Effective complaint management system helps to
develop brand image.

Brand Image

No. Strongly Disagree Neutral Agree Strongly

Disagree Agree
(1) (2) (3) (4) (5)
1. I think the Travel package offers high level of
service.
2. The staff is very kind
3. The travel agency is familiar to me
4. The travel package is superior than competitor’s
package.

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 Customer Satisfaction
No. Strongly Disagree Neutral Agree Strongly
Disagree Agree
(1) (2) (3) (4) (5)
1. My choice to purchasing this tourism package was a
wise one
2. I did the right thing when I purchased this tourism
package.
3. This experience is exactly what I needed.
4. I feel good about my decision of buying the selected
package.

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