AbstractDespite intensive research into service quality, the Church appears to have been overlooked. Using a tailored measurement tool, this paper examines those aspects of the Church that respondents feel are important in their assessments of service quality.Results indicate that the three most important service quality dimensions are responsiveness, credibility and commitment. The more often that consumers visit church, the more demanding they are in terms of their importance ratings overall. Female churchgoers consider most of the service quality dimensions to be more important than do male customers, while other demographic factors have little or no impact on perceived service quality. Copyright © 2001 Henry Stewart Publications