Article ID Journal Published Year Pages File Type
10493201 Journal of Business Research 2005 13 Pages PDF
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.
Related Topics
Social Sciences and Humanities Business, Management and Accounting Business and International Management
Authors
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