| Summary: | 碩士 === 東海大學 === 國際貿易學系 === 96 === In recent years, most universities (especially the private ones) in Taiwan ran into direct confrontation with a two-fold dilemma—tougher competitions and more stringent financial difficulties. Stagnant economic situations coupled with the sprouting numbers of newly established universities forced a great number of education institutions to fight for a smaller share of a shrinking pie of ever so precious resources. Therefore, in addition to traditional government funding, many universities are now trying hard to get additional financial support from the general public. One notable illustration of such endeavors is to raise fund through Alumni’s donation.
Based on the model previously developed by Arnett , German and Hunt (2003), this study uses the structural equation modeling (SEM) to examine the behavior of college alumni’s donation. Specifically, this study investigates the interactions between relationship inducing factors (participation, reciprocity, prestige of the university, and satisfaction), non- relationship inducing factors (income and perceived need) and the success of relationship marketing (i.e. promoting and donating money to the school), between the two, role salience serves as a mediating factor.
The current study concludes:
1.Prestige of the university increases the alumni’s satisfaction which in turn, strengthens the alumni’s role salience and leads to greater relationship marketing success (i.e. promoting and donating money to the school)..
2.The relationship marketing process should start early; receiving quality education while in school enhances role salience when students turn into alumni. More satisfied students now make more generous donations in the future.
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