Article ID | Journal | Published Year | Pages | File Type |
---|---|---|---|---|
10493201 | Journal of Business Research | 2005 | 13 Pages |
Abstract
Major contributions to the model of relationship marketing include (1) replacing the relationship benefit construct with two new constructs-material benefits and nonmaterial benefits; (2) extending the communication construct to include items that reflect the two-way nature of the dyad between the funders and the NPO; (3) demonstrating the significance of nonmaterial benefits as a mediator of the link between trust and commitment; (4) highlighting the lack of significance of material benefits and termination costs as drivers of commitment. The model provides fundraisers in the NPO sector with a framework to understand and improve their relationships with organisational funders.
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Authors
Keith MacMillan, Kevin Money, Arthur Money, Steve Downing,