사회복지기관과 후원자와의 관계품질이 관계유지의도에 미치는 영향
Effects of Perceived Relationship Quality on Social Welfare Organizations-Donors Relationships Intention
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참고문헌
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초록
본 연구는 후원자와 사회복지기관과의 협력적 관계에 초점을 둔 관계마케팅 관점에서, 후원자들의 지각하는 관계특성 및 관계혜택이 후원자와 사회복지기관간의 관계품질에 대한 영향력을 살펴보고, 나아가 관계품질이 관계지속의도에 미치는 영향 및 그들간의 인과관계를 규명하고자 시도되었다. 또한 가치적합성이라는 조절변수를 투입하여 관계분석에 새로운 토대를 마련하고자 했다. 이를 위해 경로모형을 개발하고, 전국의 사회복지기관의 후원자를 대상으로 실증분석을 하였다. 실증분석 결과는 다음과 같이 요약된다. 첫째, 후원자와 사회복지기관간의 관계품질 수준은 후원자가 지각한 관계특성 및 관계혜택에 의해 정(+)의 영향을 받는다. 둘째, 관계품질은 후원자의 관계유지의도에 정(+)의 영향을 준다. 셋째, 관계특성 및 관계혜택이 관계품질에 미치는 영향력의 크기는 부분적이기 하지만 가치적합성에 의해 영향을 받는다. 이와 같은 결과는 후원자와 사회복지기관과의 관계특성과 사회복지기관이 후원자에게 제공한 관계혜택은 두 교환당사자간의 관계품질 형성에 중요한 결정변수이며, 후원자의 관계유지의도에 관계품질의 역할이 크다는 것을 시사한다. 또한 사회복지기관의 표방하는 가치와 후원자간의 가치가 유사하다면, 사회복지기관의 제공하는 관계혜택 및 관계특성에 대해 후원자는 보다 긍정적으로 지각하게 되며, 두 관계당사자간의 관계가 호의적으로 구축될 수 있다는 것을 보여준다.
Abstract
This study was designed to identify the effects of donor's cognition level of relationship influence factor such as relationship characteristic, relationship benefit on donors, social welfare organizations' relationship quality, the influence of relationship quality on relationship intention and their causal relationship, in the perspective of relationship marketing focusing on cooperative relationship among donors and social welfare organizations. Furthermore, this study used a variable of value congruence as a moderating variable for introducing a new foundation for relationship analysis. For this, a path model was developed and conducted an empirical analysis using data collected from donors participating acts of contribution to social welfare organizations. The results of this empirical analysis can be summarized as follows. First, the level of relationship quality among donors and social welfare organizations is positively affected by donors' cognition level of relationship characteristics and relationship benefits. Second, relationship quality is positively affected by donors' relationship intention. Third, the degree of influence of variables such as relationship characteristics and relationship benefits on relationship quality is significantly different according to the degree of a moderating variable such as value congruence
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