ABSTRACT

Relational connectedness is an important factor for identifying requirements of and building long-term customer–organization relationships. This research investigates how the relational connectedness construct connects with relationship marketing theory. The empirical study provides greater insight into relationship marketing by comparing two models that capture the relevance of relationship marketing and its influence on trust, connections, commitment, and future intentions in the community-based nonprofit and public sectors. Findings support relational connectedness as an important construct for understanding the relationship marketing processes. This study presents theoretical support for the use of additional constructs in nonprofit and public sector marketing theory. Relationship marketing activities can lead to extended relationships. This research posits and evaluates a new structural model that shows that relational connectedness is appropriate for understanding the processes of relationship marketing in the nonprofit and public sectors.

摘要

关系连通性是识别需求和建立长期客户-组织关系的重要因素。本研究调查了关系连通性结构如何与关系营销理论相联系。实证研究通过比较两种模型来更深入地了解关系营销，这两种模型捕捉关系营销的相关性及其对基于社区的非营利组织和公共部门的信任、联系、承诺和未来意图的影响。研究结果支持关系连通性作为理解关系营销过程的重要结构。本研究为在非营利和公共部门营销理论中使用其他结构提供了理论支持。关系营销活动可以导致扩展的关系。