Customer Satisfaction in Event Management Organized by District Islamic Religious Office (PAID) in Pahang

Abstract

Every year, an organization will organize event in order to build a good relationship with the customers. An organization will spend money, especially in sending their employees to training to increase their customer service skills. The problem usually occurs when the employees were unable to apply all those knowledge, especially while communicating with their customers. Therefore, the aim of this study is to examine the level of customer satisfaction with the programs organized by religious offices in the state of Pahang. This study looked at the five main factors that may influence the level of customer satisfaction in programs conducted by the department: effectiveness of speakers (assurance), program content (reliability), quality equipment (tangibles), environment (responsiveness), and communication satisfaction (empathy). The study also evaluated the relationship of customer emotional readiness to attend a program organized by religious offices and the level of satisfaction in the program. This study focused on the level of customer satisfaction with premarriage courses, which include the procedures and processes in the program, conducted by the religious offices. A total of 600 questionnaires were distributed to the participants of the premarriage courses organized by religious offices in Pahang. They were given a set of questionnaire and the data collected were analyzed using descriptive statistics, inferential statistics, and multiple regression. The results showed a significant and positive correlation between service quality and customers’ satisfaction. The study also found significant difference in terms of customer satisfaction based on gender differences and level of education. The result of this study also shows that responsiveness was an important element in order to improve service quality.