Relationship quality and giving behaviour in the UK fundraising sector: Exploring the antecedent roles of religiosity and self-construal

Shabbir, Haseeb A.; Skarmeas, Dionysis

Abstract

Purpose– The current study aims to examine the extent to which donor religiosity and self-construal encourage the development of donor-perceived relationship quality and intention to give in the future. Donor-perceived relationship quality is conceptualised as a higher-order construct composed of trust, commitment, and satisfaction. Design/methodology/approach– The study employed a personally administered structured questionnaire to collect data. A total of 227 completed questionnaires was analysed. Confirmatory factor analysis was employed to assess the measurement properties of the study constructs. Structural equation modelling using a full estimation approach was performed to test the proposed research model. Findings– The study results indicate that religiosity and self-construal are important contributors of relationship quality, while religiosity and relationship quality have a direct impact on intention toward future giving. Research limitations/implications– The study findings provide practitioners in the fundraising sector in the UK with useful insights on relationship fundraising. Relationship quality should be developed in the context of an integrated charity-donor dyad, in order to enhance the likelihood of giving behaviour. Also, charities may find advantage in targeting religious and relationally interdependent self-construal individuals. Replication of this research within other settings is needed to test the external validity of the present findings. Originality/value– The main contribution of this study lies in that it investigates the impact of religiosity and self-construal on perceived relationship quality in the charity-donor context, which is largely unexplored in the extant literature.

Citation

Shabbir, H. A., & Skarmeas, D. (2011). Relationship quality and giving behaviour in the UK fundraising sector: Exploring the antecedent roles of religiosity and self-construal. European Journal of Marketing, 45(5), 720-738. https://doi.org/10.1108/03090561111120000

• Journal Article Type: Article
• Acceptance Date: Jul 1, 2009
• Publication Date: May 31, 2011
• Deposit Date: Nov 13, 2014
• Journal: European Journal Of Marketing
• Print ISSN: 0309-0566
• Publisher: Emerald
• Peer Reviewed: Peer Reviewed
• Volume: 45
• Issue: 5
• Pages: 720-738
• DOI: https://doi.org/10.1108/03090561111120000
• Keywords: Marketing
• Public URL: https://hull-repository.worktribe.com/output/466432
• Publisher URL: https://www.emeraldinsight.com/doi/full/10.1108/03090561111120000