The Role of Donor Gratitude in Relationship Marketing

Tanti Handriana, Dr., S.E., M.Si. (2013) The Role of Donor Gratitude in Relationship Marketing. 2013 International Conference of Organizational Innovation (2013 ICOI). p. 172. ISSN 978-986-85682-9-7

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The purpose of this study is to investigate the role of donor gratitude in relationship marketing in nonprofit organizations within the B2C relationship context in Indonesia. Relationship marketing --establishing, developing, and maintaining successful relational exchannges-- is required not only in profit organizations, but also in nonprofit organizations. And the other hand, gratitude is a positive emotion and an important construct for understanding the effectiveness of relationship marketing. This study uses a survey method and the research samples are individual donors of philanthropy organizations. The number of respondents are 507. Structural Equation Modeling (SEM) is selected as the technique of analysis. This research examines 7 hypotheses where 6 of them are supported. They are (1) the impact of donor gratitude on trust; (2) the impact of trust on relationship commitment; (3) the impact of relationship commitment on cooperation; (4) the impact of relationship commitment on intention to redonate; (5) the impact of trust on cooperation; and (6) the impact of trust on intention to redonate. Meanwhile, the unsupported hypothesis is the impact of donor gratitude on the intention to redonate. Based on this result, can be concluded that the effect of donor gratitude on intention to redonate is indirect, that is through trust variable. This is indicates the importance of the role of trust in establishing a relation between the exchange partners. The contribution of this study is mainly in broadening the application of social exchange theory and relationship marketing concept. In specific, the theory and concept is not only suitable for profit organizations as commonly thought, but also for non profit organizations. In this broadening conception, trust and relationship commitment are proven to be equally essential.

Item Type: Article
Uncontrolled Keywords: relationship marketing, donor gratitude, trust, relationship commitment, cooperation, intention to redonate.
Subjects: H Social Sciences > HF Commerce > HF5410-5417.5 Marketing. Distribution of products
R Medicine > RA Public aspects of medicine > RA1-1270 Public aspects of medicine > RA421-790.95 Public health. Hygiene. Preventive medicine > RA638 Immunity and immunization in relation to public health
Divisions: 04. Fakultas Ekonomi dan Bisnis > Manajemen
Tanti Handriana, Dr., S.E., M.Si.UNSPECIFIED
Depositing User: Tn Sugeng Riyanto
Date Deposited: 11 Jul 2017 15:37
Last Modified: 11 Jul 2017 15:37
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