论非营利组织中的关系营销效应——关系介导模型分析
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摘要
非营利组织在我国正取得飞速的发展,尽管非营利组织与营利性企业之间在组织使命、规模、运作结构和功能框架上都存在显著差异,但在过去的几十年里,营利组织和非营利组织的分界线变得越来越模糊,非营利组织为了确保能获得资源承受着要求更有成本意识和竞争力的压力。因此,越来越多的非营利组织在争夺稀缺资源时,不得不与利益相关者形成密集的、相互关联的以及相互作用的社会网络和资源网络。而关系营销可以为非营利组织与这些利益相关者建立一种互惠互利、相互信赖、长期稳定、共同合作的伙伴关系,并藉此获取可持续的竞争优势。本文通过建立关系介导模型来剖析各个影响因子对关系介质的作用机制,进而对结果的影响程度。通过问卷调查的形式揭示了关系营销在非营利组织中的运行机制,并提出了相关的管理建议。
Non-profit organizations are making rapid development in China. Although there are significant differences in organizational mission, scale, operation structure and functional framework between non-profit organizations and for-profit enterprises, the demarcation line between for-profit organizations and non-profit organizations has become increasingly blurred in the past decades. In order to ensure access to resources, non-profit organizations are under pressure to be more cost-conscious and competitive. Therefore, more and more non-profit organizations have to form intensive, interrelated and interactive social and resource networks with stakeholders when competing for scarce resources.Relational marketing can build a mutually beneficial, mutual trust, long-term stability and cooperative partnership between non-profit organizations and these stakeholders, and thus obtain sustainable competitive advantages. In this paper, a relational mediated model is established to analyze the mechanism of each influence factor on the relational mediators,and then the influence on the results. This paper reveals the operation mechanism of relationship marketing in non-profit organizations by means of questionnaire survey, and puts forward relevant management suggestions.
Non-profit organizations are making rapid development in China. Although there are significant differences in organizational mission, scale, operation structure and functional framework between non-profit organizations and for-profit enterprises, the demarcation line between for-profit organizations and non-profit organizations has become increasingly blurred in the past decades. In order to ensure access to resources, non-profit organizations are under pressure to be more cost-conscious and competitive. Therefore, more and more non-profit organizations have to form intensive, interrelated and interactive social and resource networks with stakeholders when competing for scarce resources.Relational marketing can build a mutually beneficial, mutual trust, long-term stability and cooperative partnership between non-profit organizations and these stakeholders, and thus obtain sustainable competitive advantages. In this paper, a relational mediated model is established to analyze the mechanism of each influence factor on the relational mediators,and then the influence on the results. This paper reveals the operation mechanism of relationship marketing in non-profit organizations by means of questionnaire survey, and puts forward relevant management suggestions.
引文
[1]Padanyi P.,and Gainer,B.,2014,”Market orientation in the Nonprofit Sector:Taking Multiple Constituencies into Consideration”,Journal of Marketing Theory and Practice,12:43-58.
[2]陈晓春.非营利组织营销学[M].长沙:湖南人民出版社,2002:34-39.
[3]Andreasen,A and Kotler,P.,2003,“Strategic Marketing for Non-profit Organizations”,Englewood cliffs,NJ:Prentice-Hill.
[4]Brennan,L.,and Brady,E.,2012,“Relating to marketing:why relationship marketing works for not-for-profit organisations”,International Journal of Nonprofit and Voluntary Sector Marketing,4(4):327-337.
[5]Bennett,R.,and Barkensjo,A.,2015,“Relationship quality,relationship marketing,and client perceptions of the levels of service quality of charitable organizations”.International Journal of Service Industry Management,16(1):81-106.
[6]Morgan,Robert M.and Shelby D.Hunt(1994),“The Commitment-Trust Theory of Relationship Marketing,”Journal of Marketing,58(July),20-38.
[7]Crosby,Lawrence A.,Kenneth R.Evans,and Deborah Cowles(1990),“Relationship Quality in Services Selling:An Interpersonal Influence Perspective,”Journal of Marketing,54(July),68-81.
[8]Colgate,Mark R.and Peter J.Danaher(2000),“Implementing a Customer Relationship Strategy:The Asymmetric Impact of Poor Versus Excellent Execution,”Journal of the Academy of Marketing Science,28(3),375-87.
[9]De Wulf,Kristof,Gaby Odekerken-Schr der,and Dawn Iacobucci(2001),“Investments in Consumer Relationships:A CrossCountry and Cross-Industry Exploration,”Journal of Marketing,65(October),33-50.
[10]Doney,Patricia M.and Joseph P.Cannon(1997),“An Examination of the Nature of Trust in Buyer-Seller Relationships,”Journal of Marketing,61(April),35-51.
[11]Sirdeshmukh,Deepak,Jagdip Singh,and Barry Sabol(2002),“Consumer Trust,Value,and Loyalty in Relational Exchanges,”Journal of Marketing,66(January),15-37.
[12]Anderson,Erin and Barton A.Weitz(1989),“Determinants of Continuity in Conventional Industrial Channel Dyads,”Marketing Science,8(Fall),310-23.
[13]Gruen,Thomas W.,John O.Summers,and Frank Acito(2000),“Relationship Marketing Activities,Commitment,and Membership Behaviors in Professional Associations,”Journal of Marketing,64(July),34-49.
[14]Jap,Sandy D.and Shankar Ganesan(2000),“Control Mechanisms and Relationship Life Cycle:Implications for Safeguarding Specific Investments and Developing Commitment,”Journal of Marketing Research,37(May),227-45.
[15]De Wulf,Kristof,Gaby Odekerken-Schr觟der,and Dawn Iacobucci(2001),“Investments in Consumer Relationships:A Cross-Country and Cross-Industry Exploration,”Journal of Marketing,65(October),33-50.
[16]Kumar,Nirmalya,Lisa K.Scheer,and Jan-Benedict E.M.Steenkamp(1995),“The Effects of Supplier Fairness on Vulnerable Resellers,”Journal of Marketing Research,32(February),54-65.
[17]Devine,Patricia G.(1995),“Prejudice and Out-Group Perception,”in Advanced Social Psychology,Abraham Tesser,ed.New York:McGraw-Hill,467-524.
(1)在本文中,我们将卖方定义为期望通过关系营销努力以达到增强与客户关系的一方。
[2]陈晓春.非营利组织营销学[M].长沙:湖南人民出版社,2002:34-39.
[3]Andreasen,A and Kotler,P.,2003,“Strategic Marketing for Non-profit Organizations”,Englewood cliffs,NJ:Prentice-Hill.
[4]Brennan,L.,and Brady,E.,2012,“Relating to marketing:why relationship marketing works for not-for-profit organisations”,International Journal of Nonprofit and Voluntary Sector Marketing,4(4):327-337.
[5]Bennett,R.,and Barkensjo,A.,2015,“Relationship quality,relationship marketing,and client perceptions of the levels of service quality of charitable organizations”.International Journal of Service Industry Management,16(1):81-106.
[6]Morgan,Robert M.and Shelby D.Hunt(1994),“The Commitment-Trust Theory of Relationship Marketing,”Journal of Marketing,58(July),20-38.
[7]Crosby,Lawrence A.,Kenneth R.Evans,and Deborah Cowles(1990),“Relationship Quality in Services Selling:An Interpersonal Influence Perspective,”Journal of Marketing,54(July),68-81.
[8]Colgate,Mark R.and Peter J.Danaher(2000),“Implementing a Customer Relationship Strategy:The Asymmetric Impact of Poor Versus Excellent Execution,”Journal of the Academy of Marketing Science,28(3),375-87.
[9]De Wulf,Kristof,Gaby Odekerken-Schr der,and Dawn Iacobucci(2001),“Investments in Consumer Relationships:A CrossCountry and Cross-Industry Exploration,”Journal of Marketing,65(October),33-50.
[10]Doney,Patricia M.and Joseph P.Cannon(1997),“An Examination of the Nature of Trust in Buyer-Seller Relationships,”Journal of Marketing,61(April),35-51.
[11]Sirdeshmukh,Deepak,Jagdip Singh,and Barry Sabol(2002),“Consumer Trust,Value,and Loyalty in Relational Exchanges,”Journal of Marketing,66(January),15-37.
[12]Anderson,Erin and Barton A.Weitz(1989),“Determinants of Continuity in Conventional Industrial Channel Dyads,”Marketing Science,8(Fall),310-23.
[13]Gruen,Thomas W.,John O.Summers,and Frank Acito(2000),“Relationship Marketing Activities,Commitment,and Membership Behaviors in Professional Associations,”Journal of Marketing,64(July),34-49.
[14]Jap,Sandy D.and Shankar Ganesan(2000),“Control Mechanisms and Relationship Life Cycle:Implications for Safeguarding Specific Investments and Developing Commitment,”Journal of Marketing Research,37(May),227-45.
[15]De Wulf,Kristof,Gaby Odekerken-Schr觟der,and Dawn Iacobucci(2001),“Investments in Consumer Relationships:A Cross-Country and Cross-Industry Exploration,”Journal of Marketing,65(October),33-50.
[16]Kumar,Nirmalya,Lisa K.Scheer,and Jan-Benedict E.M.Steenkamp(1995),“The Effects of Supplier Fairness on Vulnerable Resellers,”Journal of Marketing Research,32(February),54-65.
[17]Devine,Patricia G.(1995),“Prejudice and Out-Group Perception,”in Advanced Social Psychology,Abraham Tesser,ed.New York:McGraw-Hill,467-524.
(1)在本文中,我们将卖方定义为期望通过关系营销努力以达到增强与客户关系的一方。