Paper Title
The Motivation Aspects of Customer Participation in Enhancingcustomer Loyalty: Umrah Travelers’perspective

Abstract
This framework investigates themotivation consists of expected organizational rewards and enjoyment in helping others drive customer participation. Furthermore, itverifies the relationship between customer participation, customer value, customer satisfaction, and customer loyalty. Data analysis employs confirmatory factor analysis and structural equation modeling with totally 547 respondents of umrahtravelers. The result shows that expected organizational rewards as well as enjoyment in helping others successfully perform as antecedents of customer participation. The direct effect of customer participation oncustomer loyalty indicates significant. Moreover, customer participation affects customer valueand the subsequent of customer valueimpacts on customer satisfaction and customer loyalty. Finally, customer participation affects customer satisfaction and in turn, customer satisfaction impacts customer loyalty. Keywords- Expected organizational rewards, enjoyment in helping others, customer participation, customer value, customer satisfaction, customer loyalty.