IMPACT OF DIGITAL PLATFORM USABILITY AND SMART SERVICE QUALITY ON PILGRIM SATISFACTION IN MAKKAH: A STUDY OF THE NUSUK PLATFORM

Abstract

Guided by the ambitious objectives of Saudi Vision 2030, this study explores how digital infrastructure influences the pilgrim experience in Makkah, focusing specifically on the Nusuk platform. As Saudi Arabia transitions toward a "Smart Tourism" ecosystem, understanding the interplay between technical usability and service quality has become essential for ensuring spiritual and logistical success. This research adopted a quantitative approach, analyzing responses from 161 pilgrims. Initial testing confirmed the high reliability of the research instrument, with Cronbach’s Alpha scores for Digital Platform Usability (DPU), Smart Service Quality (SSQ), and Pilgrim Satisfaction (PS) all exceeding the .80 threshold. The resulting regression model proved to be statistically significant (F=46.262, p<.001), successfully explaining 37.1% of the variance in overall satisfaction levels. The data analysis supported two primary hypotheses: H1: Digital Platform Usability exerts a significant positive influence on Pilgrim Satisfaction (β=.400, p<.001). H2: Smart Service Quality contributes significantly and positively to Pilgrim Satisfaction (β=.376, p<.001). The findings suggest that while advanced "smart" features are vital, the ease with which a pilgrim can navigate the digital interface remains the most critical driver of their contentment. These results provide a clear roadmap for the Ministry of Hajj and Umrah: to reach the target of 30 million annual visitors, digital platforms must prioritize a frictionless user experience alongside technological innovation.