Church Marketing: The Effect of Market Orientation on Perceived Benefits and Church Participation
Year: 2010
Type: article
Study design: Observational Study
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.
Source: Services Marketing Quarterly
Institutions: Swinburne University of Technology, Monash University
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W2147918062