The Atecedent of Relationship Commitment Donors to Nonprofit Organization in B2C Relationship Context

• Main Author: Tanti Handriana, Dr., S.E., M.Si.
• Format: Article PeerReviewed
• Language: English; English; Indonesian
• Published: International Association of Organizational Innovations, USA 2015
• Subjects: HM786-806 Organizational sociology. Organization theory; JZ1249-1254 Relation to other disciplines and topics
• Online Access: http://repository.unair.ac.id/58377/1/Tanti%20Handriana_Karya%20Ilmiah%20018_1.Cover_ICOI2015-proceedings.pdf; http://repository.unair.ac.id/58377/2/Tanti%20Handriana_karya%20Ilmiah%20018_2.Artikel_ICOI2015-proceedings.pdf; http://repository.unair.ac.id/58377/3/Tanti%20Handriana_%20Peer%20Review%20018.pdf; http://repository.unair.ac.id/58377/; http://icoi.unairs1manajemen.com/index.php/icoi-2015-jogjakarta-indonesia/
• Institution: Universitas Airlangga

This study aims to investigate the antecedent of relationship commitment donors to nonprofit organizations.Relationship commitment variable is central to relationship marketing. Relationship commitment is an exchange partner believing that an ongoing relationship with another is so important as to warrant maximum efforts at maintaining it (Morgan and Hunt, 1994). This research uses a survey method and the research samples are individual donors of philanthropy organizations. The number of respondents are 507. Multiple linear regression is selected as the technique of analysis.This research examines six hypotheses where five of them are supported. They are (1) the impact of nonmaterial benefit on relationship commitment; (2)the impact of social proximity on relationship commitment; (3) the impact of shared values on relationship commitment;(4) the impact of relationship marketing investment on relationship commitment; and (5) the impact of trust on relationship commitment. Meanwhile, the not supported hypothesis is the impact of geographical proximity on relationship commitment. The contribution of this study is mainly in broadening the application of relationship marketing concept in nonprofit onganization in B2C relationship context. In this concept, the role of relatioship commitment is dominant, because there is without a relationship commitment, the loyalty of the customers or donors will not be realized.