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초록·키워드 목차

This study seeks to identify the structural relationship of the integrated marketing factors impacts with the continuing reuse of nonprofit organizations' services. Owing to the increasing demand of nonprofit organizations' contributions to society and the competitive social climate, the marketing techniques of for-profit organizations has begun to be widely applied to nonprofit organizations and the recognition of the necessity to market services is also being universalized. Recently, the necessity is strongly trending towards relationship marketing; overcoming the limits of transactional marketing. This study, however, tries to integrate the two approaches by introducing the intermediate variable of relationship marketing factors through the theoretical examination. The transaction marketing factors are composed of five elements, that is, service quality (professionalism), ethics, organizational image, physical environment, and orientation to the client. The relationship marketing factors are composed of three elements, that is, client content. trust. commitment. And the intention to reuse was introduced as a resulting or dependent variable. Through this theoretical examination, I set up the concepts and variables, the hypotheses resulting from the relationships, made operationalized definitions of those concepts and variables, and conducted a survey to get the relevant data. Using the structural equation model, I empirically tested the hypotheses and analysed the structural relationship of the relevant concepts and variables. Finally I identified that the relationship marketing factors play a role as intermediate variables. #nonprofit organization service #intention to reuse #marketing #structural equation #path analysis

Ⅰ. 서론
Ⅱ. 이론적 배경과 연구가설의 설정
Ⅲ. 연구방법
Ⅳ. 실증분석
Ⅴ. 결론
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