Explaining customers’ relationship commitment in the non-profit sector

Abstract: Purpose The purpose of the study is to explain what affect customers’ relationship commitment to non-profits organizations. Methodology This study employs the quantitative approach with the help of webbased survey. Findings Relationship commitment has two direct antecedents, namely trust and relationship benefits. Communication between organization and customers has an indirect effect on relationship commitment which is partially mediated by trust. The relationships between constructs are controlled by the length of the membership in the organization. Research limitations/implications The study has several managerial implications. Thus, the established associations between relationships constructs adopted from for-profit industries do not fully explain the drivers of customers’ relationship commitment in the non-profit sector. The special attention should be payed to establishing the successful two-ways communication with the customers in order to facilitate commitment. Theoretically-wise, the study re-examines the earlier established model in the new context and by doing so introduces the new model which is relevant for the context of customers of non-profit organizations. The study however has some limitation such as an application of convenience sample, a limited availability of the survey, a possible language barrier. Originality/value The study proposes the new model which explains commitment and its antecedents in the context of customers’ relationship with non-profit organizations. Keywords Commitment, non-profit organizations, relationship marketing, quantitative study