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

• Published in: Services marketing quarterly Vol. 32; no. 1; pp. 60 - 82
• Main Authors: Mulyanegara, Riza Casidy, Tsarenko, Yelena, Mavondo, Felix
• Format: Journal Article
• Language: English
• 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

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...