Riza Casidy Mulyanegara

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

The purpose of this paper is to examine the relationship between ‘market orientation’, ‘brand orientation’ and ‘perceived benefits’ in the non-profit sector from the perspective of the customers. Data were collected from a number of church organizations in Australia using a self-administered questionnaire. The tests for construct reliability, validity and research hypotheses were conducted using structural equation modelling. Findings reveal that ‘market orientation’ is significantly associated with both ‘perceived brand orientation’ and ‘perceived benefits’. An alternative model also reveals significant relationship between ‘brand orientation’ and ‘perceived benefits’ through ‘market orientation’ as the mediating variable. The study contributes to the body of literature and provides practical implications for non-profit managers and church leaders alike. An organization that endeavours to build a strong brand and deliver relevant benefits to its members should ensure that it has sufficient understanding of its members and utilizes the various resources of the organization to deliver superior values to its existing and prospective members.

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

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.