EFFECT OF SERVICE QUALITY AND SOCIAL MEDIA PROMOTION ON CUSTOMER SATISFACTION AND CUSTOMER LOYALTY IN CHRISTIAN CHURCH

Abstract

Abstract

Service quality is widely used to assess service given by both manufacturing and service industries. Previous research has debated whether service quality affects customer satisfaction and customer loyalty. However, the researcher found a research gap as the variables barely tested in religious site context. Thus, the researcher intended to study service quality in a Christian church and its effect on customer satisfaction and customer loyalty. Another variable which is social media promotion is added to the variables tested in the research. In order to approach the finding, the researcher applies quantitative research. Population in this research is Christian followers devoted to GBI Aletheia Magelang. Then, a sample derived from the population is regulated based on purposive random sampling technique. Data in this research is gathered from a questionnaire and analyzed using SERVQUAL by Parasuraman et al. (1988).

Keywords: Service Quality, Social Media Promotion, Customer Satisfaction, Customer Loyalty, Church.