| Summary: | 碩士 === 中原大學 === 企業管理研究所 === 103 === This study investigated the influence of service quality and social cultural forces on the mental factors of donors and donor loyalty among members of an association dedicated to people with disabilities (referred to as Association X hereafter). Fundraising is an activity characteristic of nonprofit organizations and their primary means of obtaining funding. The objective of this study was to determine the means to reduce costs and maximize efficiency in fundraising.
We adopted a quantitative approach and distributed a structured questionnaire to the donors of Association X via mail between August and September of 2014. A total of 120 valid questionnaires were recovered, accounting for a valid recovery rate of 12 %. Using SPSS 19, the questionnaire results were subjected to descriptive statistics analysis, crosstabs analysis, factor analysis, T-tests, one-way ANOVA, Pearson product-moment correlation analysis, and regression analysis. The findings of this study are as follows.
1. Complete support for the hypothesis that significant correlations exist among service quality, social cultural forces, the mental factors of donors, and donor loyalty.
2. Partial support for the hypothesis that service quality and social cultural forces are significant predictor variables of the mental factors of donors.
3. Partial support for the hypothesis that service quality and social cultural forces are significant predictor variables of donor loyalty.
The results of this study indicate that Association X should focus on enhancing the quality of services they provide to donors, increase the level of donor participation, and work on securing trust. In so doing, they could enhance donor loyalty, maximize fundraising efficiency, and gain competitive advantage over other nonprofit organizations.
|
|---|
