Service Quality in Muslim-Friendly RSAs:  Evidence from user voices on Google Reviews

Nurul Ain Maslan; Nur Shuhadah Mohd; Samshul Amry Abdul Latif; Muhammad Fadhlullah Najimudin; Halim Dwi Putra

doi:10.21834/e-bpj.v11i37.7990

Authors

Nurul Ain Maslan Department of Tourism, International Islamic University Malaysia, Malaysia
Nur Shuhadah Mohd Department of Tourism, International Islamic University Malaysia, Malaysia
Samshul Amry Abdul Latif Department of Tourism, International Islamic University Malaysia, Malaysia https://orcid.org/0000-0002-0791-8514
Muhammad Fadhlullah Najimudin Department of Tourism, International Islamic University Malaysia, Malaysia https://orcid.org/0009-0003-4133-7208
Halim Dwi Putra Politeknik Negeri Bengkalis, Indonesia https://orcid.org/0000-0002-9611-3987

DOI:

https://doi.org/10.21834/e-bpj.v11i37.7990

Keywords:

Muslim-friendly tourism, Rest and Service Areas, servqual, User-generated content, Malaysia

Abstract

Rest and Service Areas (RSAs) play an important role in supporting Muslim-friendly travel experiences along Malaysia’s North-South Expressway. Despite Malaysia’s strong positioning as a Muslim-friendly tourism destination, limited attention has been given to the service quality of transit facilities such as prayer rooms, restaurants, and public washrooms. Using a qualitative case study approach, 120 Google Reviews from three selected RSAs were analysed through the SERVQUAL framework. The findings reveal that cleanliness, accessibility, comfort, and halal assurance strongly influence traveller satisfaction. Although the facilities were generally perceived positively, issues related to maintenance, accessibility, and operational quality remained recurring concerns.

References

Afix Redzuan. (2019). Seremban arah utara dinobat R&R terbaik 2019. Selangorkini.

Arasli, H., Saydam, M. B., Gunay, T., & Jafari, K. (2023). Key attributes of Muslim-friendly hotels’ service quality: Voices from Booking.com. Journal of Islamic Marketing, 14(1). https://doi.org/10.1108/JIMA-11-2020-0341

Battour M, Ratnasari RT, Ahmi A, Sukmana R, Hendratmi A (2024), "The current state of published literature on halal tourism and hospitality: a bibliometric review". Journal of Islamic Marketing, Vol. 15 No. 4 pp. 963–989

CrescentRating. (2023). Mastercard-CrescentRating global Muslim travel index 2023. CrescentRating.

Department of Standards Malaysia. (2015). MS 2610:2015 Muslim friendly hospitality services – Requirements. Department of Standards Malaysia.

Google. (2026, June 16). R&R Seremban Northbound: Google Business Profile reviews and ratings. Google Maps. Retrieved June 16, 2024, from https://maps.app.goo.gl/zP9S14HqEbqf2G5C9

Google. (2026, June 16). R&R Tapah Southbound: Google Business Profile reviews and ratings. Google Maps. Retrieved June 16, 2024, from https://maps.app.goo.gl/SL6gGboHwY6QjogSA

Islamic Tourism Centre. (2021). ITC grooming the next generation to uphold sustainable Islamic tourism development. Malaysia Tourism Promotion Board.

Johnson, E. C., & Karlay, J. S. (2018). Impact of service quality on customer satisfaction at Liberia Revenue Authority (Master’s thesis).

Kamri, N. ‘Azzah, Sarif, S., Ali, N. A., & Mokti, H. A. (2024). Ethics of ikram al-dayf for quality Muslim-friendly hospitality services. Millah: Journal of Religious Studies, 23(1), 467–504. https://doi.org/10.20885/millah.vol23.iss1.art15

Lada, S., Chekima, B., Ansar, R., Lim, M. F., Bouteraa, M., Abdul Adis, A. A., & Yong, K. (2024). Strategic alternatives for Muslim-friendly homestay in Sabah Malaysia: A SWOT/TOWS analysis. Journal of Islamic Marketing, 15(6), 1534–1559.

Lakens, D., Alzahawi, S., Biurrun, J., Caldwell, A., Feld, G., Kessler, Y., Kok, R., Maier, M., Mazor, M., Saari, T., Siddall, A., & Wulff, J. (2022). Sample size justification. https://shiny.ieis.tue.nl/sample_size_justification/

Magasi, C., Mashenene, R. G., & Ndengenesa, D. M. (2022). Service quality and students’ satisfaction in Tanzania’s higher education: A re-examination of SERVQUAL model. International Review of Management and Marketing, 12(3). https://doi.org/10.32479/irmm.13040

Mohamed Ismail, R., & James Noh. (2022). Travel behaviour impact on Muslim identity and halal consumerism among Malaysian young travellers. Halalpshere, 2(2). https://doi.org/10.31436/hs.v2i2.47

Nilashi, M., Abumalloh, R. A., Alghamdi, A., Minaei-Bidgoli, B., Alsulami, A. A., Thanoon, M., Asadi, S., & Samad, S. (2021). What is the impact of service quality on customers’ satisfaction during COVID-19 outbreak? New findings from online reviews analysis. Telematics and Informatics, 64. https://doi.org/10.1016/j.tele.2021.101693

Panday, R., & Nursal, M. F. (2021). The the effect of service quality and customer satisfaction on customer loyalty. Jurnal manajemen strategi dan aplikasi bisnis, 4(1), 171-180.

Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1), 12–40.

PLUS Malaysia Berhad. (2023). Rest and service area facilities. PLUS Malaysia Berhad.

Poernomo, B. S., Fretes, M. S. D. de, Sukirno, S., & Premchaiporn, N. (2022). Tourist perceptions of halal tourism that provides tourist satisfaction: A case study on tourism in West Sumatra. Ilomata International Journal of Social Science, 3(4). https://doi.org/10.52728/ijss.v3i4.587

Purnomo, S., & Purwandari, S. (2024). Analysis of dominant factors in enhancing Muslim tourist satisfaction at halal tourism destinations. Entrepreneurship Bisnis Manajemen Akuntansi (E-BISMA), 393–406.

QuestionPro. (2023). SERVQUAL: What it is and how to understand the model.

Roslan, M. A. F., Azhar, N. Z. E., Aminullah, E. K. J., Hasrezal, H. F., & Hasbullah, A. A. (2022). Passenger terminal: Issue and challengers. In Universiti Teknologi Mara Johor, UiTM Segamat (pp. 4–9).

Sa’ari, M. F., & Ishak, N. (2020). Satisfaction of user by facility provided at rest and service area in Kelantan.

Suci, A., Junaidi, Nanda, S. T., Kadaryanto, B., & van FC, L. L. (2021). Muslim-friendly assessment tool for hotel: How halal will you serve? Journal of Hospitality Marketing and Management, 30(2). https://doi.org/10.1080/19368623.2020.1775746

Tarmazi, S. A. A., Hamid, S. F., Mohd Ali Tan, Z., Abu Bakar, A. R., & Mohd Zain, Z. (2022). Malaysian acceptance of Muslim-friendly hotels: What else can it provide? Malaysian Journal of Social Sciences and Humanities, 7(9). https://doi.org/10.47405/mjssh.v7i9.1765

World Travel and Tourism Council. (2023). Travel and tourism economic impact 2023. World Travel and Tourism Council.

Zainol, N. A., Ahmad, R., Alias, S. N. A., Abdul Karim, M. H., & Ismail, N. S. (2024). Recommendations for a favourable accommodation service experience: The perspective of international Muslim tourists in Malaysia. Asia-Pacific Journal of Innovation in Hospitality & Tourism, 13(3).