Determining the antecedents and consequences of donor-perceived relationship quality - A qualitative approach

It is generally accepted that an understanding of quality conceptualizations is instrumental in the design and development of customer care programs. This study applies the dimensional qualitative research approach to develop a conceptual model, which demonstrates the antecedents and consequences of donor-perceived relationship quality. This model shows that relationship benefits, service quality, trust, commitment, and satisfaction are the key antecedents of donor-perceived relationship quality. Relationship benefits, service quality, and trust are also modeled as cognitive in nature, whereas commitment and satisfaction are modeled as affective variables. The model also highlights donor loyalty and positive word-of-mouth communications as the central consequences of donor-perceived quality. The model gives rise to a useful research agenda for fund-raising professionals. (c) 2007 Wiley Periodicals, Inc.