對非營利組織捐款者之忠誠度研究—以X身心障礙者組織為例

本研究以X 身心障礙者協會為例（以下簡稱X 協會），旨在探究服務品質與社會文化環境因素對捐款心理因素及捐款者忠誠度之影響。「募款行為」是非營利組織的特性，亦為非營利組織賴以維持的主要來源之ㄧ，因此如何降低募款成本及創造募款最大獲益的方法及方向，便是本研究欲探究的目的。本研究為量化研究，以結構式問卷針對X 協會之捐款人郵寄問卷，於民國103年8至9月間執行，共回收120份有效問卷，有效回收率為12％。經SPSS 19電腦軟體處理，以描述性統計、交叉分析、因素分析、T 檢定、單因子變異數分析、Pearson 積差相關、及迴歸分析進行分析，其研究結果如下：一、服務品質、社會文化環境因素、捐款心理因素、捐款者忠誠度四者有顯著相關為完全成立二、服務品質與社會文化環境因素對捐款心理因素有顯著的預測力為部分成立三、服務品質與社會文化環境因素對捐款者忠誠度有顯著的預測力為部分成立由本研究可知，提高捐款人的忠誠度，頇以提昇X 協會對捐款人的服務回饋品質與提高捐款人對X 協會的參與程度以及增加捐款人對X 協會的信任，達到捐款者忠誠度的極大化，以創造募款最大獲益，在非營利組織的競爭者中獲得優勢。

關鍵字

捐款者忠誠度；非營利組織；服務品質

並列摘要

This study investigated the influence of service quality and social cultural forces on the mental factors of donors and donor loyalty among members of an association dedicated to people with disabilities (referred to as Association X hereafter). Fundraising is an activity characteristic of nonprofit organizations and their primary means of obtaining funding. The objective of this study was to determine the means to reduce costs and maximize efficiency in fundraising. We adopted a quantitative approach and distributed a structured questionnaire to the donors of Association X via mail between August and September of 2014. A total of 120 valid questionnaires were recovered, accounting for a valid recovery rate of 12 %. Using SPSS 19, the questionnaire results were subjected to descriptive statistics analysis, crosstabs analysis, factor analysis, T-tests, one-way ANOVA, Pearson product-moment correlation analysis, and regression analysis. The findings of this study are as follows. 1. Complete support for the hypothesis that significant correlations exist among service quality, social cultural forces, the mental factors of donors, and donor loyalty. 2. Partial support for the hypothesis that service quality and social cultural forces are significant predictor variables of the mental factors of donors. 3. Partial support for the hypothesis that service quality and social cultural forces are significant predictor variables of donor loyalty. The results of this study indicate that Association X should focus on enhancing the quality of services they provide to donors, increase the level of donor participation, and work on securing trust. In so doing, they could enhance donor loyalty, maximize fundraising efficiency, and gain competitive advantage over other nonprofit organizations.

並列關鍵字

Service quality ； Non-Profit Organization ； Donors' loyalty

參考文獻

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對非營利組織捐款者之忠誠度研究—以X身心障礙者組織為例

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