Volume 15, Issue 12 (3-2019)                   cs 2019, 15(12): 1-16 | Back to browse issues page

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Zarei A, Sharafi V, Maleki F. Studying the Effects of Relationship marketing on donors' Behavioral reactions ( case study: the Imam Khomeini Relief Committee of the city of Ilam). cs. 2019; 15 (12) :1-16
URL: http://cs.shahed.ac.ir/article-1-1246-en.html
semnan university , a_zarei@semnan.ac.ir
Abstract:   (622 Views)

Relationship marketing to create, develop and maintain long-term relationships with customers. Relationship marketing theory confirms the commitment of the impact of trust and commitment, in turn, will be determined by behavior. This marketing is different with Marketing Trading. The aim of this research is presenting an interactive relationship marketing model for charities and reaction of donors. This research is implacable and descriptive survey. Statistical society includes Imam Khomeini relief Committee of Ilam, according to the unlimited society, the sample size is 384. Sampling method is available sample. Data was gathered through questionnaire and its reliability and validity was confirmed. Data was analyzed by PLS. results show relationship marketing has positive and meaningful impact on donors' trust and commitment, donors' trust has positive and meaningful impact on on their commitment and donors' commitment has positive and meaningful impact on WOM and donation. Also religious beliefs have a moderating role on relation between donors' commitment and donation.

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Type of Study: Research | Subject: Special

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