Antecedents of the faithful’s loyalty

Lisiane Costa Pereira (), Emerson Wagner Mainardes () and Silveli Cristo-Andrade ()
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Lisiane Costa Pereira: FUCAPE Business School
Emerson Wagner Mainardes: FUCAPE Business School
Silveli Cristo-Andrade: FUCAPE Business School

International Review on Public and Nonprofit Marketing, 2023, vol. 20, issue 2, No 2, 289-318

Abstract: Abstract This study aimed to verify the influence of the constructs market orientation, brand orientation, spiritual benefits, social benefits, and participation in the religious institution, on loyalty of the faithful to their religious institutions, which were our field of study. Based on the literature, we proposed a structural model based on the preceding constructs. Afterwards, we developed our quantitative research. Data collection took place through the dissemination of a questionnaire prepared and distributed by an online platform, where we obtained a sample of 284 respondents. The results indicated that the constructs market orientation, brand orientation, spiritual benefits, and participation in the religious institution, tend to be related to the faithful’s loyalty to religious institutions. However, there was no significant relationship of the social benefits construct on loyalty when this relationship was tested with the insertion of control variables. The tested model contributes to the management of religious institutions and also contributes to religious marketing, as it reveals the behavior of the faithful regarding religious services. In practice, the results of this research can help religious institutions devise strategies that aim to maintain and expand their supporters/faithful, in an attempt to guarantee more loyalty.

Keywords: Religious institution; Non-profit; Religious service; Loyalty of the faithful (search for similar items in EconPapers)
Date: 2023
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DOI: 10.1007/s12208-022-00342-6

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