Investigating the Effects of Relationship Marketing  of Charitable Organizations on Benefactors Behavioral Responses (Case Study: Imam Khomeini Relief Committee of Ilam City)

Zarei, Azim; Sharafi, Vahid; Maleki, Fatemeh

doi:10.22070/cs.2019.15.12.1

Investigating the Effects of Relationship Marketing of Charitable Organizations on Benefactors Behavioral Responses (Case Study: Imam Khomeini Relief Committee of Ilam City)

Authors

Azim Zarei

Vahid Sharafi

Fatemeh Maleki

10.22070/cs.2019.15.12.1

Abstract

The purpose of this study is to provide an interactive model of the role of charity relationship marketing on the behavior of the benefactors. The present research is applied in terms of purpose and in terms of collecting information, it is descriptive-survey. The statistical population of the research consisted of the charities and the supporters of the Imam Khomeini Relief Committee of Ilam which according to the unrestricted statistical society, 384 people were selected as the sample. Sampling method In this research is the available sampling. The data gathering tool was a questionnaire whose validity and reliability were confirmed. PLS visual analysis software has been used to analyze the data. The results showed that affiliated marketing in charity organizations has a positive and significant effect on the trust and commitment of the benefactors. The trust of the benefactors to the charitable organizations has a positive and significant effect on their commitment. Benefactors commitment to charitable organizations has a positive and significant effect on positive oral advertising and donation of help. Also religious beliefs plays a moderating role in the relationship between the commitment of the benefactors and their donation.

Keywords

Relationship Marketing

trust

Commitment

Behavioral responses

Religious Beliefs

Positive oral advertising

Donation