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A Structural Relationship of the Integrated Marketing Factors Impacting to the Reuse of Nonprofit Organizations' Services

  • Korean Society and Public Administration
  • Abbr : KSPA
  • 2010, 21(1), pp.199-228
  • Publisher : Seoul Association For Public Administration
  • Research Area : Social Science > Public Administration

Sung-Bok Park 1

1대구대학교

Accredited

ABSTRACT

This study purports to identify the structural relationship of the integrated marketing factors impacting to the continuing reuse of nonprofit organizations' service. Owing to the increasing demand of nonprofit organizations' accountability to society and the competitive social climate, the concept of marketing of profit organizations begins to be widely applied to the nonprofit organizations and the recognition of such necessity is also being universalized. By the way, recently, the necessity is strongly proposed of approaching to the relationship marketing with overcoming the limit of transactional marketing. This study, however, tried to integrate the two approaches by introducing the intermediate variable of the relationship marketing factors through the theoretical examination. The transaction marketing factors are composed of five elements, that is, service quality(professionalism), ethic, organizational image, physical environment, orientation to client. The relationship marketing factors are compose of three elements, that is, client content, trust, commitment. And the intention to reuse was introduced as a resulting or dependent variable. Through the theoretical examination, I set up the concepts and variables, the hypotheses resulting from the relationships, made operationalized definitions of those concepts and variables, and did survey to get the relevant data. By the structural equation model, I empirically tested the hypotheses and analysed the structural relationship of the relevant concepts and variables. Finally I identified that the relationship marketing factors play a role of intermediate variables.

Citation status

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