Value Creation through Customer Service Experience: A Study of Selected Churches in Ghana

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dc.contributor.advisor Kastner, A.
dc.contributor.advisor Narteh, B.
dc.contributor.author Nyamekye, M.
dc.contributor.other University of Ghana-College of Humanities Business School Department of Marketing and Consumer Management
dc.contributor.other University of Ghana,College of Humanities Business School Department of Marketing and Consumer Management
dc.date.accessioned 2016-11-21T16:26:43Z
dc.date.accessioned 2017-10-13T15:36:40Z
dc.date.available 2016-11-21T16:26:43Z
dc.date.available 2017-10-13T15:36:40Z
dc.date.issued 2015-07
dc.identifier.uri http://197.255.68.203/handle/123456789/8986
dc.description Thesis(PHD)-University of Ghana,2015
dc.description.abstract The creation of value has long been recognized as a central concept in marketing and has been suggested as the main purpose of organizations, a key to success via differential positioning, and a precursor to customer satisfaction and loyalty. Understanding what value is and how value is created and delivered to customers has become critical especially for service firms where there is less tangibility. The main aim of this study was to assess the value creation process of churches – a social institution – through the service experience created for the patrons of their services i.e. the church members and how personal factors affect the assessment of customer value. This study assumed that churches first create positive service experiences through the deployment of their service mix in order to create the needed value for their customers. However, the assessment of value created out of the service experience is moderated by personal idiosyncrasies of church members. Data was collected from four categories of churches in Ghana through a structured questionnaire. The analysis method included ANOVA, Exploratory Factor Analysis and Structural Equation Modeling to test the hypothesized relationships. The study identified five elements of church service mix whose deployment influence the creation of church service experience. The study found no relationship between church service mix and customer value; but found a positive relationship between church service experience and customer value. It was also found that members’ personal goals negatively influence church service experience and customer value creation relationship; while members’ value for fellowship positively influence church service experience and customer value creation relationship. Thus study has contributed to the understanding of value creation and customer experience within churches, a dominant and non-profit making sector in the Ghanaian economy. The study has also made some major recommendations to guide future research and church management. en_US
dc.format.extent xv,261p:ill
dc.language.iso en en_US
dc.publisher University of Ghana en_US
dc.subject Value Creation en_US
dc.subject Customer Service en_US
dc.subject Selected Churches en_US
dc.title Value Creation through Customer Service Experience: A Study of Selected Churches in Ghana en_US
dc.type Thesis en_US
dc.rights.holder University of Ghana


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