Church Marketing: The Effect of Market Orientation on Perceived Benefits and Church Participation

This article examines the impact of market orientation on perceived benefits and church participation. Data was collected from a particular church denomination in Australia using a self-administered questionnaire. Structural equation modeling was used to test the hypotheses. Findings reveal that mar...

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Bibliographic Details
Published inServices marketing quarterly Vol. 32; no. 1; pp. 60 - 82
Main Authors Mulyanegara, Riza Casidy, Tsarenko, Yelena, Mavondo, Felix
Format Journal Article
LanguageEnglish
Published Binghamton Taylor & Francis Group 01.01.2011
Taylor & Francis LLC
Subjects
church marketing
Correlation analysis
customer participation
Market orientation
Marketing
nonprofit marketing
perceived benefits
Religious organizations
structural equation modeling
Studies
Australia
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Summary:This article examines the impact of market orientation on perceived benefits and church participation. Data was collected from a particular church denomination in Australia using a self-administered questionnaire. Structural equation modeling was used to test the hypotheses. Findings reveal that market orientation is positively associated with perceived benefits and has indirect effects on church participation. This study contributes to the body of literature in marketing through an examination of market orientation from the customer perspective, as well as to the research context through providing empirical evidence on the link between market orientation and church participation.
ISSN:1533-2969
1533-2977
DOI:10.1080/15332969.2011.533100