Increasing Church Member Satisfaction and Retention

Saunders, Paula M.

doi:10.1300/j093v05n02_04

Cited by 4 publications

(3 citation statements)

References 4 publications

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“…Over the past two decades, churches have been increasingly utilised as a research context in studies of the non-profit sector (Abreu, 2006;Santos & Mathews, 2001;Sargeant, 2005) and services marketing (Rodrigue, 2002;Sherman & Devlin, 2000;Webb, Joseph, Schimmel, & Moberg, 1998). The resemblance between the role of 'church members' in church organizations and 'customers' in commercial organizations has also been supported in the literature, mainly due to church members' extent of involvement in the production, delivery, and consumption of services experience which mirrors customers' involvement in the service retailing context (Attaway, Boles, & Singley, 1996;Mehta & Mehta, 1995;Saunders, 2000). 1085 questionnaires were distributed in thirteen church organizations that participated in the study.…”

Section: Sample Descriptionmentioning

confidence: 98%

The relationship between market orientation, brand orientation and perceived benefits in the non-profit sector: a customer-perceived paradigm

Casidy

2011

Journal of Strategic Marketing

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Section: Sample Descriptionmentioning

confidence: 98%

The relationship between market orientation, brand orientation and perceived benefits in the non-profit sector: a customer-perceived paradigm

Casidy

2011

Journal of Strategic Marketing

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“…S. Webb, Joseph, Schimmel, & Moberg, 1998) due to the unique role of church members in church organisations. The resemblance between the role of 'customers' in commercial organisations and 'church members' in church organisations has also been supported in the literature (Attaway, Boles, & Singley, 1996;Mehta & Mehta, 1995;Saunders, 2000).…”

Section: Methodsmentioning

confidence: 82%

Market Orientation and Brand Orientation from Customer Perspective: An Empirical Examination in the Non-profit Sector

Casidy¹

2010

IJBM

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The purpose of this paper is to examine the relationship between 'market orientation' and 'brand orientation' from the customer perspective. Data was collected from a non-profit organisation in Australia using a self-administered questionnaire. This yielded a useable sample of 344. Confirmatory factor analysis was used to test the validity and reliability of the measures, while structural equation modeling was used to test the hypotheses. Findings reveal that 'interfunctional coordination' perform the strongest effects on 'perceived brand orientation' whereas no significant association was found between 'competitor orientation' and 'perceived brand orientation'. The study contributes to the body of literature through an examination of the relationship between 'perceived market orientation' and 'perceived brand orientation' and the development of 'perceived brand orientation' construct to assess the brand orientation level of an organisation from the customer perspective.

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“…This research has provided empirical evidence on the link between PMO and church participation. Due to the resemblance between church members and customers as established in the literature (Mehta and Mehta, 1995; Attaway et al ., 1996; Saunders, 2000), it can be argued that the notion of ‘church participation’ in the present study resembles the notion of ‘customer participation’ in the commercial sector. This can be considered an important contribution to the marketing literature although these propositions have yet to be examined in the commercial sector.…”

Section: Discussionmentioning

confidence: 99%

An empirical investigation on the role of market orientation in church participation

Casidy

Tsarenko

Mavondo

2010

J of Philanthropy and Mktg

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In recent years, the concept of market orientation has become an attractive avenue for research in marketing. Despite an array of applications of market orientation in the context of religious organisations, an empirical examination of the role of market orientation in affecting church participation remains limited. The purpose of this research is to develop and test a model that explains the role of market orientation in a church participation context. Data were collected from a particular church denomination in Australia using a self-administered questionnaire. This yielded a useable sample of 344. Confirmatory factor analysis was used to test the validity and reliability of the measures, while structural equation modelling was used to test the hypotheses. The findings suggest that market orientation is significantly related to church participation. Further, competitor orientation was found to be negatively associated with church participation. These findings suggest that it is important for church leaders to: (1) understand the needs of church members (customer orientation), (2) ensure that the various ministries in the church are perceived as delivering significant value by its members (interfunctional coordination), and (3) ensure that the range of ministries offered by the church is not perceived as the strategic tools to compete with other churches (competitor orientation), but rather as the means to serve its members effectively.

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Increasing Church Member Satisfaction and Retention

Cited by 4 publications

References 4 publications

The relationship between market orientation, brand orientation and perceived benefits in the non-profit sector: a customer-perceived paradigm

The relationship between market orientation, brand orientation and perceived benefits in the non-profit sector: a customer-perceived paradigm

Market Orientation and Brand Orientation from Customer Perspective: An Empirical Examination in the Non-profit Sector

An empirical investigation on the role of market orientation in church participation

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