Exploring trust and satisfaction as drivers of supporter loyalty in nonprofit organizations

Abstract

Researchers and practitioners have focused on motivation to increase acquisition in the charitable market while neglecting the facilitation of existing supporters for sustainable donation. The purpose of this study is to examine how the antecedents of trust and satisfaction are related to each factor and explain how both trust and satisfaction have positive effects on loyalty. Loyalty is measured by the intentions towards retention and recommendation. This study collected data via an online survey and applied statistical analyses such as regressions and t-test. As a result, this study found that transparency and professionalism affect higher level of trust while accountability does not, and service quality, communication and performance affect higher level of satisfaction. Major drivers of loyalty, trust and satisfaction have a positive effect on supporter loyalty, and these two factors interdependently give an impact. This study intends do provide managerial and political implications for fostering supporter loyalty in nonprofit organizations.