Relationship marketing in the not-for-profit sector: an extension and application of the commitmentヨtrust theory
نویسندگان
چکیده
Several theorists advocate the application of relationship marketing concepts to the not-for-profit organisation (NPO) sector. The authors build on these contributions to adapt and extend the Morgan and Hunt [J. Mark. 58 (1994) 20] commitment– trust model to the NPO sector. The proposed model is applied to the relationship between an NPO and its organisational funders and is empirically tested. The empirical work is based on responses from 41 NPO funders. A partial least squares (PLS) analysis is used to identify the significant factors in the
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