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This study aims to analyze the behavior of Indonesian Muslim consumers toward halal wellness services, especially to determine the effect of Islamic attributes providing halal wellness services and customer religious commitment as a moderating variable on customer satisfaction and loyalty.

The study was carried out by surveying 260 respondents from 13 Muslim salon outlets in the Jabodetabek area as research samples. Furthermore, a quantitative approach with moderated regression analysis is used as an analytical tool to test the research hypothesis.

The study found that embedding Islamic attributes in a halal service correlated positively with customer satisfaction. Four of the six dimensions of Islamic attributes that provide halal wellness services have a significant influence on customer satisfaction and loyalty. In addition, it was found that the moderating effect of religious commitment variables was only significant on two Islamic attributes, namely, Muslim goods and services and halal labeled products.

This study was conducted with samples taken from only one brand of muslimah salon in Jabodetabek area. So that generalization needs to be done with caution.

The paper includes implications for the marketing strategy of halal wellness services industry including the importance of experiential marketing strategy, the moderation between fiqh law compliance and customer convenience and the service customization based on customer preferences.

This paper gives an understanding of the behavior of halal wellness service users on how halal service attributes affect user satisfaction and loyalty.

This study aims to identify the terminology that is in accordance with the reality of Muslim tourism market, especially from the perspective of Sharia motivation, between Halal tourism and Islamic tourism; provide information on the special needs of Muslim travelers based on the dominant motivational differences; and find the impact of Sharia motivation and the special needs of Muslim tourists to their satisfaction.

The target population in this study is Muslim traveler at least 18 years old who has been traveling throughout Indonesia. Paired sample t-Test, multivariate analysis of variance and the multiple linier regression are applied for data analysis.

This study finds that Sharia motivation is less dominant in encouraging Muslims to travel; Sharia motivation has no impact on the importance of Sharia transportation, generic transportation and generic activities; and the dominance of Sharia motivation does not affect Muslim tourist satisfaction. However, the dominance of Sharia motivation has an influence on the importance of Sharia accommodation and Sharia activities, where both variables have positive effect on satisfaction. In the end, this study concludes that it is better to use the concept of Halal tourism than Islamic tourism.

This paper investigates the term of Halal tourism and Islamic tourism that are still ambiguous; even some researchers consider that the definition of both is similar.