Assessing Service Quality: Prayer's Perspective

This paper will try to delineate customer behaviour in assessing service quality, focusing on visit intention to restaurants and hotels that are providing prayer room facility (surau) for Muslims to perform their prayers during the month of Ramadhan. The remaining dimensions of service quality will be included in the study to portray a larger picture in measuring the relationship and predictory model of customer behavior. The qualitative data taken from 100 respondents were analyzed and interpretations of the relationship made. It was found that service quality elements contribute significantly to customer behaviour. In addition, the element of religiosity was found mediating the relationship between surau and customer behaviour.