Church marketing: the effect of market orientation on perceived benefits and church participation

Riza Casidy Mulyanegara, Yelena Tsarenko, Felix Mavondo

Research output: Contribution to journalArticlepeer-review

6 Citations (Scopus)

Abstract

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.

Original languageEnglish
Pages (from-to)60-82
Number of pages23
JournalServices Marketing Quarterly
Volume32
Issue number1
DOIs
Publication statusPublished - 1 Jan 2011
Externally publishedYes

Keywords

  • Church marketing
  • Customer participation
  • Market orientation
  • Nonprofit marketing
  • Perceived benefits
  • Structural equation modeling

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