| Summary: | 碩士 === 銘傳大學 === 管理研究所碩士在職專班 === 98 === Previous empirical studies of the discussion of “customer value” and “relationship quality” mainly focused on various industry-level profit-making enterprises, but rarely concentrated in the context of non-profit organizations (NPOs). However, as competition getting intensified in business sectors, NOPs are also facing fierce contest in acquiring their financial funds. The major source of financial funds of NOPs is largely from donations of business and individual donors. How to generate a stable and long-term oriented relationship with these donors in order to keep the smooth operation and future development is especially crucial and meaningful for NPO managers. Likewise, the objective of this study is to investigate the relationship between customer value, relationship quality and donor’s behavioral intention based on the customer value and relationship marketing perspectives.
We gained the cooperation of one NPO organization, a well-known children’s hearing foundation in Taiwan, and distribute welcome emails to their donors. After donors’ agreement, they click the hyperlink of our survey website within the welcome email and fill in related measurement items of our research model. A total of 1,383 welcome emails were submitted and 171 completed and valid questionnaires are obtained, thereby generating 12.36% valid response rate. Our study found that: (1) three types of customer value, namely “functional value”, “emotional value” and “social value”, are positively and significantly influence the relationship quality between foundation and donors; (2) relationship quality is positively associated with donor’s behavioral intention in terms of “monetary contributions”, “volunteer behavior” and “word of mouth”; (3) donor’s gender difference has a significant moderating effect on the relationship between functional value and relationship quality. For male
donors, functional value has no significant influence on relationship quality, but for female donors, the functional value has significant and positive effect on relationship quality. Implications for practitioners and researchers and suggestions for future research are also addressed in this study.
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