THE ROLE OF RELATIONSHIP INVESTMENT IN RELATIONSHIP MARKETING IN NONPROFIT ORGANIZATIONS

Tanti Handriana, Dr., SE., M.Si. and Basu Swastha Dharmmesta, - and Bernardinus Maria Purwanto, - (2015) THE ROLE OF RELATIONSHIP INVESTMENT IN RELATIONSHIP MARKETING IN NONPROFIT ORGANIZATIONS. International Journal of Management and Marketing Research, 8 (2). pp. 53-66. ISSN 1931-0269 (print); 2157-0698 (online)

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Abstract

This study analyzes the role of relationship marketing investments for organizations in establishing relations with donors, through the mediating variables of trust, relationship commitment and donor’s gratitude. Relationship investment and efforts made by organizations to establish relationships with partners was instrumental in realizing the long-term relationship. This research was conducted on philanthropy organizations in Indonesia, with 507 donor respondents. By using Structural Equation Modeling (SEM), the analysis shows that relationship marketing investment had a significant effect on commitment and gratitude, but not significant effect on trust. Relaionship Marketing Investment effect trust indirectly through the gratitude variable. The effect of gratitude is not significant on intention of donors to redonate in philanthropy organizations. The gratitude variable seems to effect intention to redonate indirectly, through a mediating variable, trust. So donor’s gratitude has a direct effect on trust, and trust has a direct effect on relationship commitment. Trust and commitment have a significant effect on intention of donors to redonate. Overall, telationship marketing investment plays an important role on the relation between philanthropy organizations and donors, through the strategic role of trust and relationship commitment variables.

Item Type: Article
Uncontrolled Keywords: Relationship Marketing, Relationship Marketing Investment, Donor Gratitude, Trust, Relationship Commitment, Intention to Redonate
Subjects: H Social Sciences > HF Commerce > HF5410-5417.5 Marketing. Distribution of products
H Social Sciences > HG Finance > HG4501-6051 Investment, capital formation, speculation > HG4530 Investment companies. Investment trusts. Mutual funds
H Social Sciences > HV Social pathology. Social and public welfare > HV1-9960 Social pathology. Social and public welfare. Criminology > HV40-69 Social service. Social work. Charity organization and practice
Divisions: 04. Fakultas Ekonomi dan Bisnis > Manajemen
Creators:
CreatorsNIM/NIDN
Tanti Handriana, Dr., SE., M.Si.UNSPECIFIED
Basu Swastha Dharmmesta, -UNSPECIFIED
Bernardinus Maria Purwanto, -UNSPECIFIED
Depositing User: Ny Etika Feri W.
Date Deposited: 11 Jul 2017 15:43
Last Modified: 11 Jul 2017 15:43
URI: http://repository.unair.ac.id/id/eprint/58283
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