Marketing of Churches: An Empirical Study of Important Attributes
Mehta, Sanjay S.; Mehta, Gurinderjit B.; Mehta, Sanjay S.; School of Business, The University of Texas of the Permian Basin; Mehta, Gurinderjit B.; Department of Education, University of North Texas
Журнал:
Journal of Professional Services Marketing
Дата:
1996
Аннотация:
ABSTRACTThis is an empirical study to identify the attributes or factors which determine worshippers' satisfaction in a church. The research instrument we used was a self administered questionnaire which was filled out by residents in Denton. The worshippers were asked to rate the importance as well as their satisfaction with the church they attend on four components of worship (i.e., church environment, pulpit ministry, music ministry, and congregational participation). The scales were tested for validity and reliability, and reduced to the necessary number of factors, using factor analysis. Regression on each of the components of worship was also done and analyzed. Further, an ANOVA procedure was done to find out if there are significant differences in the overall altitude and overall satisfaction based on the demographics of the congregation. It is hoped that the study will prove useful to churches so as to improve congregational worship.
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