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Title: Determining the antecedents and consequences of donor perceived relationship quality
Author: Shabbir, Haseeb Ahmed
ISNI:       0000 0001 2428 5379
Awarding Body: University of Leeds
Current Institution: University of Leeds
Date of Award: 2007
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This study seeks to explore the concept of rela.tionship quality from. the direct debit charity donor's perspective. The study is divided into three phases: a review of the key dimensions surrounding the relationship quality construct using a systematic literature and metaphorical explication, a qualitative phase to determine the key antecedents and c. onsequences of relationship ~ . quality evaluation and finally an empirical phase validating the hypothesised r!lationships resulting from the second phase. Furthermore, a particular focus is given on assessing alternative structural formats of relationship quality evaluation and mapping the decision making process embedded within any evaluation process. The systematic literature review revealed that unlike the exploration of relationship quality within the interpersonal literature, much of the conceptual and empirical enquiry surrounding relationship quality was finnly rooted in the COffilnercial context. This phase also confirmed that the structure of evaluation had been inadequately addressed. Metaphorical explication of the refationship quality construct revealed tbat quality could be defined in terms of the nature and degree ofthe relationships, Le. the same language used to define relationships \vas also applicable in conceptualising quality. This thus required a rnethooology firmly rooted in interpersonal theory which could capture all of the variables that a respondent may use to describe a rdationship and hence the dimensional qualitative research or the DQR approach was selected for this purpose. 34 in-depth interviews revealed that relationship quality evaluation involved inter-relationships between antecedents and outcomes within a multi-dimensional framework. The antecedents were recognised as relationship benefits, service quality an-d trus..t which were classified as cognitive in nature; commitment and satisfaction which were classified as affective in nature. Outcomes were ;.<.:';: identified as loyalty and word of mouth communications which were classified as behavioural in ''.. ,{,?:,,.:;...;!. nature. A generic giving conceptual framework and respective hypotheses were developed linking ~:Y\.·_, cognitive antecedent and affective antecedent dimensions with each other and with behavioural .~ ?E~c:;:':.~.::'.. outcomes (Psychology & Marketing, 2007). This model was validated using empirical analysis. ~J:;wtr ... 'viaa survey methodology involving 236 direct debit donors and structural equation modelling. Direct debit donors were selected on the basis of their relational giving patterns and structural equation modelling was selected given its ability to assess various structural formale; of relationship quality, not possible with simple multiple regression analysis. The results indicated that a modified model was more appropriate for direct debit relational givers, with benefits and word of mouth communications omitted from empirical analysis. However, the remaining pathways hypothesised .were found to be statistically significant, and the O\;e~al1 structure of the multi-dimensional model held against rival model evaluation assessment. Alternative unitary frameworks based on reflective or fonnative stnlctures were found to hold less statistical significance. The results indicate that developing 'quality of relationships' is simply a matter of improving those dimensions that matter ~ost in developing dyadic interpersonal relationships in general; commitment. trust satisfaction as well as service quality which has for the tlrst time been posited as a dimension of relationship quality evaluation. Furthennore. it is important for fundraising managers' to understand the cognitive-affective-behavioural pathway along which relationship quality develops and not to thus focus on one aspect, nor on one dimension but appreciate the inter-relations or inter-dependence between different levels of analysis and different underlying indicators ofrelatiol1ship quality.
Supervisor: Not available Sponsor: Not available
Qualification Name: Thesis (Ph.D.) Qualification Level: Doctoral
EThOS ID:  DOI: Not available