Contents

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

JEONG, Hyejin

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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.

Advisors
Cho, Yoon Cheong
Department
KDI School, Master of Development Policy
Issue Date
2019
Publisher
KDI School
Description
Thesis(Master) --KDI School:Master of Development Policy,2019
Keywords
Non-governmental organizations.; Civil society.
Contents
I. Introduction

II. Literature Review

III. Theoretical Background

IV. Hypothesis Development

V. Methodology

VI. Data Analysis

VII. Conclusion
Pages
50 p
URI
https://archives.kdischool.ac.kr/handle/11125/34167
Type
Thesis
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