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題名:非營利組織績效與社會支持之研究
作者:黃文聰
作者(外文):Huang, Wen-Tsung
校院名稱:大葉大學
系所名稱:管理學院博士班
指導教授:陳郁文
羅世輝
學位類別:博士
出版日期:2013
主題關鍵詞:非營利組織組織績效資訊揭露社會支持關係行銷導向Non-profit OrganizationsRevealed Information of NPOs’ PerformanceSocial SupportsRelationship Marketing Orientation
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非營利組織的研究是一個複雜且有趣的議題。然而過去關於非營利組織的研究,普遍以個別性質非營利組織或單一議題為主要研究內容。本研究整合非營利組織內外部觀點,從組織內部績效與外部社會支持的不同面向加以探討,並考量非營利組織採取關係行銷導向是否會對彼此關聯產生干擾狀況,藉以強化非營利組織與捐助者間的互動與瞭解,以提供作為支持與協助非營利組織運作的參考。研究發現:充分的組織績效資訊揭露,有助於爭取社會支持,尤其是在爭取企業和個人支持上更為顯著;且非營利組織採取關行銷導向時,具有互補調節作用,透過良好的關係建立、發展與維持,能夠彌補組織績效資訊揭露不足的窘境,而仍能爭取到社會支持。
Studying Non-Profit Organizations (NPOs) is a complicated and interesting issue. In the past, the studies of NPOs are focused on individual NPO or particular issues. We integrate the internal and external viewpoints of NPOs into our study. Internal organization performance and external social supports are both discussed. At the same time, the study also considers the disturb effect of relationship marketing orientation between organizational performances and social supports; such that, donators can understand the operations of NPOs and make decisions about whether they should donate to NPOs. According to the study, we find that sufficiently revealed information of NPOs’ performance will intensify the social supports. Especially in business and public supports, this is more significant. If NPOs select and adopt relationship marketing orientation to make up for the insufficiently organizational performance, they can still get social supports by building, developing and keeping good relationship.
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