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Cited by 52Customer Service Quality and LoyaltyNonprofit Sector and VolunteeringJob Satisfaction and Organizational Behavior

Motivations and relationship outcomes: The mediating role of trust and satisfaction

Swanson, Scott R., Davis, J. Charlene, Zhao, Yushan·2007·Journal of Nonprofit & Public Sector Marketing
DOI 10.1300/j054v18n02_01
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Abstract

This research explores the relationship of four individual psychological motivations (i.e., aesthetics, eustress, recreation, and self-esteem enhancement) with important relationship marketing outcomes, word-of-mouth and supportive behaviors. Trust and satisfaction are hypothesized to mediate this relationship. The findings provide support for the model and indicate that the investigated relationship benefits are mediated by satisfaction; however, for patrons motivated by self-esteem enhancement there is also an indirect relationship through trust. The relationship of trust to word-of-mouth is both direct and indirect through satisfaction, while the relationship of trust to supportive behavioral intentions is only indirect, through satisfaction. The paper concludes with a discussion of the results and directions for future research.

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Crossref · 10.1300/j054v18n02_01

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Authors
Swanson, S. R., Davis, J. C., & Zhao, Y.
Affiliations
  • University of Wisconsin–Whitewater (US)
  • Trinity University (US)
ORCID
Venue
Journal of Nonprofit & Public Sector Marketing
Publisher
Informa UK Limited
Published
2007-07-25
Volume
18
Issue
2
Pages
1-25
ISSN
  • 1049-5142 (ISSN-L)
  • 1540-6997
DOI
10.1300/j054v18n02_01
OpenAlex
W1999554622
Cited by
52
References
70
Citations by year
2026: 1 · 2025: 4 · 2024: 2 · 2022: 5 · 2021: 1 · 2020: 3 · 2019: 5 · 2018: 1 · 2017: 4 · 2016: 1 · 2015: 3 · 2014: 5 · 2013: 3 · 2012: 3
FWCI
4.55
Type
journal article
Language
en
Open access
closed
Locations
Journal of Nonprofit & Public Sector Marketing (publishedVersion)
Topics
  • Social Sciences › Business, Management and Accounting › Organizational Behavior and Human Resource Management › Customer Service Quality and Loyalty
  • Social Sciences › Sociology and Political Science › Nonprofit Sector and Volunteering
  • Social Sciences › Business, Management and Accounting › Organizational Behavior and Human Resource Management › Job Satisfaction and Organizational Behavior
Keywords
relationship marketing, consumer motivation, recreation motivation, self-esteem enhancement, customer satisfaction, consumer trust, word of mouth, supportiveness, mediating effect

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