BRAND ATTRACTIVENESS: AN IMPERATIVE FOR WORSHIPPERS’ SATISFACTION OF MAJOR PENTECOSTAL CHURCHES IN PORT HARCOURT
Abstract
The aim of this study was to investigate the relationship between brand attractiveness and satisfaction of worshippers of major Pentecostal Churches in Port Harcourt. The study adopted cross-sectional survey design in accessing the research elements. The population of the research consists of worshippers of Pentecostal Churches in Port Harcourt. Spearman’s Rank Correlation Coefficient tool was used to test the 2 proposed hypotheses. Result from this process indicated that there is a positive and significant relationship between brand attractiveness and worshippers’ satisfaction. The study therefore concludes that, worshippers of Pentecostal churches tend to identify with their churches due to how unique & friendly their officials are, and the services ambient attributes that reflect their (worshippers) self-image concept. Based on the conclusion, the study recommends that authorities of Pentecostal churches are encouraged to do more in offering services that reflect worshippers’ self-image concept. This is due to the fact that worshippers’ feel that by identifying with services of the church that demonstrate similar self-definition, will result to positive service experience and worshippers’ satisfaction. This therefore explains that worshippers usually maintain some level of spiritual stability to services that are in congruent with self-concept, and this positively leads to worshippers’ referral.
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