Thesis (MComm)--Stellenbosch University, 2011. / ENGLISH ABSTRACT: The conception of relationship marketing has led to an increased interest in
organisations developing long-term relationships with their members or clients. The
emphasis has shifted from a transaction-based marketing approach to a relationshipbased
marketing approach. This shift has resulted in an increased need for research
in the field of relationship marketing in for-profit as well as non-profit organisations.
The purpose of this study was to identify and assess the dimensions through which
South African churches can manage commitment with their members. These
dimensions are regarded as antecedents to commitment and were identified through
a literature review. The literature review identified 11 antecedents of church
commitment, which were classified into antecedents that are specifically relevant to
churches, and those with a broader appeal. Furthermore, churches were classified
whether they can be viewed as traditional or non-traditional.
An empirical investigation followed the literature review and included a pilot and a
comprehensive empirical study among the total student population of Stellenbosch
University, as in 2011. After the pilot study was conducted the number of
antecedents was reduced to eight, while three antecedents had to be renamed. The
final empirical study provided support for two antecedents of church commitment,
namely ‘small-groups’ and ‘reliability’. In addition, significant differences were found
between traditional and non-traditional churches in respect of the confirmed
relationships. Consequently, a framework was developed by which churches can
manage commitment with their members.
This study makes a valuable contribution to the relationship marketing literature,
since no formally published study could be found in which relationship marketing was
used to identify the antecedents of church commitment. / AFRIKAANSE OPSOMMING: Die voortbestaan van verhoudingsbemarking het gelei tot 'n toename in organisasies
se belangstelling in die ontwikkeling van lang termyn verhoudinge met hulle kliënte
en/of lede. Die fokus het gevolglik verskuif vanaf 'n transaksie-gebaseerde
benadering tot bemarking, tot 'n meer verhoudings-gebaseerde benadering. Hierdie
verskuiwing het gelei tot 'n toenemende belangstelling in, en behoefte aan navorsing
op die terrein van verhoudingsbemarking, beide ten opsigte van winssoekende asook
nie-winssoekende organisasies.
Die doel van hierdie studie was om die dimensies aan die hand waarvan Suid-
Afrikaanse kerke hul toewyding (commitment) met hul lidmate kan bestuur, te
identifiseer en te assesseer. Hierdie dimensies kan beskou word as boustene
(antecedents) van toewyding en is geïdentifiseer deur middel van 'n literatuuroorsig.
Die literatuuroorsig het 11 boustene van kerk-toewyding geïdentifiseer, wat
geklassifiseer is volgens daardie boustene wat spesifiek relevant tot kerke is, en
daardie boustene met 'n wyer aantrekking. Voorts is kerke geklassifiseer ten opsigte
van of hulle as tradisioneel of nie-tradisioneel beskou kan word.
Die literatuuroorsig is gevolg deur die empiriese studie, wat uit twee komponente
bestaan het: 'n voorafstudie (pilot study), gevolg deur die hoof empiriese studie onder
die totale studente-populasie van die Universiteit van Stellenbosch, soos in 2011. Op
grond van die resultate van die voorafstudie is die aantal boustene verminder tot agt,
terwyl drie boustene herbenoem moes word. Die finale empiriese studie het
ondersteuning gebied vir twee boustene van toewyding, naamlik ‘klein-groepies’
(small-groups) en ‘betroubaarheid’ (reliability). Verder is beduidende verskille gevind
tussen tradisionele en nie-tradisionele kerke ten opsigte van die verhoudinge wat as
beduidend bevind is. 'n Raamwerk is gevolglik ontwikkel waarvolgens kerke hul
toewyding met hul lidmate kan bestuur.
Hierdie studie maak 'n waardevolle bydrae tot die literatuur van
verhoudingsbemarking, aangesien geen soortgelyke formele gepubliseerde studie
gevind kon word waarin verhoudingsbemarking gebruik is om die boustene van kerktoewyding
te identifiseer nie.
| Identifer | oai:union.ndltd.org:netd.ac.za/oai:union.ndltd.org:sun/oai:scholar.sun.ac.za:10019.1/18059 |
| Date | 12 1900 |
| Creators | Van Tonder, Steven Paul |
| Contributors | Theron, Edwin, Stellenbosch University. Faculty of Economic and Management Sciences. Dept. of Business Management. |
| Publisher | Stellenbosch : Stellenbosch University |
| Source Sets | South African National ETD Portal |
| Language | en_ZA |
| Detected Language | English |
| Type | Thesis |
| Rights | Stellenbosch University |
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