EFFECT OF RELIGIOUS COMMITMENT, INTRINSIC RELIGIOSITY, AND PERCEIVED SERVICE QUALITY ON PURCHASE INTENTION: EXPLORING MODERATING ROLE OF RELIGIOUS BELIEF

Abstract

The primary objective of this study was to investigate the influence of religious commitment, intrinsic religiosity, perceived service quality, and CSR on customer purchase intention, with customer life satisfaction as a potential mediator. Additionally, the study examined the moderating effect of religious belief. A questionnaire was developed based on an extensive review of the literature to gather data from customers in the hospitality sector in Saudi Arabia, using convenience sampling. The study achieved a usable response rate of 81.4%. Structural equation modelling (SEM) was employed using Smart PLS-4 to analyse the collected data. The results indicated that perceived service quality, CSR, religious commitment, and intrinsic religiosity significantly impacted customer life satisfaction. Furthermore, customer life satisfaction positively influenced customer repurchase intention. The statistical findings provided support for the moderating role of religious belief and the mediating effect of customer life satisfaction. The study also discussed its limitations and practical implications in detail.