Antecedents of the Loyalty of Religious Service Consumers
Antecedents of the Loyalty of Religious Service Consumers

Summary/Abstract: Till now, Religious Marketing was not given the proper attention in the Orthodox Church, although the need for adopting new strategies in order to hark back to foreground is obvious. The purpose of the Marketing of Religious Services is to ensure the loyalty of the consumers of religious services, who have become more and more unstable and inconsistent, with expectations that are higher and higher and more difficult to meet. The Orthodox Church doesn‘t want superficial relations with its believers. In order to attract, keep and reclaim lost orthodox believers, religious marketing focuses on the introduction of the behavioural criteria such as: the perceived value, satisfaction, loyalty, the image of the Orthodox Church. This article is a theoretical study which defines and explains these concepts and demonstrates their practicability in the Religious Marketing. In this context, consumer satisfaction of religious services becomes a priority and forces the Orthodox Church to focus on providing quality services that can boost its image.

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