Abstract
Research on service quality and market segmentation for not-for-profit organizations is scarce. This paper addresses this issue with specific focus on religious services. This study measures quality perceptions of religious services and possible market segments. The results of a factor-cluster analysis suggest three segments, namely “Care Seeker,” “Satisfier,” and “Dissatisfier.” The findings show that these three segments are related to the history of religious beliefs and family background. It is concluded that religious organizations should not merely treat the general public as a homogeneous group. Marketing implications for religious organizations to address the needs of the different segments are also suggested.
