| Summary: | 博士 === 育達商業科技大學 === 行銷與流通管理所 === 99 === Due to limited and extremely competitive usage of resources, most of non-profit organizations in Taiwan are experiencing a hard phase at this stage. How can the community resources be used more effectively for those non-profit organizations? Thus, the present study focused on the subjects of the management of non-profit organizations, such as service quality, operation performance, and donation loyalty etc. Hopefully, this study will provide some suggestions for those organizations to fulfill their responsibilities more effectively. Most of the researches related to the non-profit organizations were concentrated in marketing management or fundraising activities, and few scholars were analysis the correlation among service quality, operation performance and donation loyalty.
Through the secondary source of data collection and questionnaires survey, this study is trying to explore the significant differences among service quality, operation performance and donation loyalty of the non-profit social welfare organizations in Miao-Li. Based on the adoption of the three variables, this study also analyzes the descriptive statistics, reliability and validity, hypothesis testing, and path analysis etc.
According to the name lists of donators at the Hua-Yan Inspirative Center in the last 10 years, this study tried to explore their donation intentions in order to understand the characteristics of the donators. The total number of questionnaires issued was 1200, of which 530 copies returned and 497 were valid. The response rate was 41.41%. The study showed that the three variables, service quality, operation performance and donation loyalty, tested by t test, showed no significant differences in gender. In the Analysis of Variation (ANOVA), the three variables were compared by the multiple comparisons Schaffer method. It is found that the service quality has showed significance in marriage, education, income, religion, place of residence etc. The operation performance has showed significance in income, religion, place of residence, etc. The donation loyalty has showed significance in income, religion, place of residence, etc.
Based on the analysis of Pearson correlation coefficient analysis, the operation performance and the donation loyalty have a positive correlation with service quality. It means the better service quality resulted in the higher donation loyalty and the higher operating performance also resulted in the higher the donation loyalty. In addition, the analysis also proved the service quality has a direct effectiveness on operation performance and donation loyalty. The overall effectiveness generated by the intervening variables and operating performance, is positive which is indicating higher quality of service contributes to higher donation loyalty. The overall effect is very high and positive. From the perspective of path analysis, through the threes paths of service quality, operation performance, and donation loyalty, the survey found that service quality has had a direct and significant effect on the operation performance and donation loyalty. It indicates that the higher service quality becomes, the higher donation loyalty is and the overall positive effect is very high.
Keywords: Non-profit organization; service quality; donation loyalty; operation perforance
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