Assessing Service Quality: From the perspective of people who perform prayers

Abstract

This paper tries to delineate customer behaviour in assessing service quality, focusing on visit intention to restaurants and hotels that are providing prayer rooms (surau) for Muslims to perform their prayers during the month of Ramadhan. The remaining dimensions of service quality were included to portray a larger picture in measuring the relationship and predictory model of customer behavior. It was found that service quality elements contribute significantly to customer behaviour. The element of religiosity was found to mediate the relationship between surau and customer behaviour.