THE ROLE OF RELATIONSHIP INVESTMENT IN RELATIONSHIP MARKETING IN NONPROFIT ORGANIZATIONS

Tanti Handriana, Basu Swastha Dharmmesta and Bernardinus Maria Purwanto

International Journal of Management and Marketing Research, 2015, vol. 8, issue 2, 53-65

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

Keywords: Relationship Marketing; Relationship Marketing Investment; Donor Gratitude; Trust; Relationship Commitment; Intention to Redonate (search for similar items in EconPapers)
JEL-codes: D64 M31 (search for similar items in EconPapers)
Date: 2015
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