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

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dc.contributor.advisorKastner, A.
dc.contributor.advisorNarteh, B.
dc.contributor.authorNyamekye, M.
dc.contributor.otherUniversity of Ghana-College of Humanities Business School Department of Marketing and Consumer Management
dc.contributor.otherUniversity of Ghana,College of Humanities Business School Department of Marketing and Consumer Management
dc.date.accessioned2016-11-21T16:26:43Z
dc.date.accessioned2017-10-13T15:36:40Z
dc.date.available2016-11-21T16:26:43Z
dc.date.available2017-10-13T15:36:40Z
dc.date.issued2015-07
dc.descriptionThesis(PHD)-University of Ghana,2015
dc.description.abstractThe 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.extentxv,261p:ill
dc.identifier.urihttp://197.255.68.203/handle/123456789/8986
dc.language.isoenen_US
dc.publisherUniversity of Ghanaen_US
dc.rights.holderUniversity of Ghana
dc.subjectValue Creationen_US
dc.subjectCustomer Serviceen_US
dc.subjectSelected Churchesen_US
dc.titleValue Creation through Customer Service Experience: A Study of Selected Churches in Ghanaen_US
dc.typeThesisen_US

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