Social media, even though a new phenomenon, has gained much interest in the last decade and has been a frequent topic of researchers. Sport marketing has also been a popular topic in academia, especially in North America. This thesis will address the use of social media in Nordic ice hockey clubs, including the exploration of their social media strategies and effectiveness. Previous research has not concentrated on ice hockey in Europe, nor has it examined their social media strategies. The study is seen to be necessary, especially given the large differences in the European and North American sport cultures and business models. The research was conducted through a qualitative multiple-case study by gathering data from both secondary sources as well as through semi-structured face-to-face interviews carried out with ten ice hockey clubs from both Sweden and Finland. The questions of the interviews were formed by the concepts derived from previous literature and the authors’ own experience. The results indicate that Nordic ice hockey clubs are still partly struggling with their social media strategies and that with the implementation of a clear strategy, including segmentation, the clubs would be able to take advantage of the relationship marketing and branding possibilities offered by social media. In line with this, the authors argue that the social media strategies of ice hockey clubs are not as effective as they could be and suggest further actions for managers to achieve higher social media effectiveness.

Consumer loyalty is generally considered the ultimate goal of relationship marketing. Although accepted definitions of loyalty include both behavioral and attitudinal aspects, the fact is that little is known about the components of behavioral and attitudinal loyalty and their relationship. In addition, hedonic and utilitarian attitudes are important antecedents of consumer behavior that can be manifested in behavioral loyalty. However, little is known about the relationship between hedonic and utilitarian attitudes and different loyalty components. To investigate the above mentioned theoretical gaps, this study identifies and tests several components of attitudinal and behavioral loyalty in a comprehensive model. This model investigates the effect of various hedonic and utilitarian attitudes, and trust, on each attitudinal and behavioral loyalty component. Moreover, it looks at the relationship of each attitudinal loyalty component to each behavioral loyalty component. In the proposed model, attitudinal loyalty components are (1) relationship satisfaction, (2) continuance commitment, (3) affective commitment, and (4) identification, and the behavioral loyalty components are (1) repurchase intention, (2) word-of-mouth (WOM), and (3) cooperation. The survey approach was implemented to collect data in a pretest (80 participants), a pilot study (177 participants), and a main study (1028 participants). Results of the analyses, using Structural Equation Modeling (SEM), confirmed that consumer’s hedonic and utilitarian attitudes affect behavioral loyalty directly, and indirectly through the mediation by trust and attitudinal loyalty components. / February 2016

Thesis (MComm)--Stellenbosch University, 2011. / ENGLISH ABSTRACT: The conception of relationship marketing has led to an increased interest in organisations developing long-term relationships with their members or clients. The emphasis has shifted from a transaction-based marketing approach to a relationshipbased marketing approach. This shift has resulted in an increased need for research in the field of relationship marketing in for-profit as well as non-profit organisations. The purpose of this study was to identify and assess the dimensions through which South African churches can manage commitment with their members. These dimensions are regarded as antecedents to commitment and were identified through a literature review. The literature review identified 11 antecedents of church commitment, which were classified into antecedents that are specifically relevant to churches, and those with a broader appeal. Furthermore, churches were classified whether they can be viewed as traditional or non-traditional. An empirical investigation followed the literature review and included a pilot and a comprehensive empirical study among the total student population of Stellenbosch University, as in 2011. After the pilot study was conducted the number of antecedents was reduced to eight, while three antecedents had to be renamed. The final empirical study provided support for two antecedents of church commitment, namely ‘small-groups’ and ‘reliability’. In addition, significant differences were found between traditional and non-traditional churches in respect of the confirmed relationships. Consequently, a framework was developed by which churches can manage commitment with their members. This study makes a valuable contribution to the relationship marketing literature, since no formally published study could be found in which relationship marketing was used to identify the antecedents of church commitment. / AFRIKAANSE OPSOMMING: Die voortbestaan van verhoudingsbemarking het gelei tot 'n toename in organisasies se belangstelling in die ontwikkeling van lang termyn verhoudinge met hulle kliënte en/of lede. Die fokus het gevolglik verskuif vanaf 'n transaksie-gebaseerde benadering tot bemarking, tot 'n meer verhoudings-gebaseerde benadering. Hierdie verskuiwing het gelei tot 'n toenemende belangstelling in, en behoefte aan navorsing op die terrein van verhoudingsbemarking, beide ten opsigte van winssoekende asook nie-winssoekende organisasies. Die doel van hierdie studie was om die dimensies aan die hand waarvan Suid- Afrikaanse kerke hul toewyding (commitment) met hul lidmate kan bestuur, te identifiseer en te assesseer. Hierdie dimensies kan beskou word as boustene (antecedents) van toewyding en is geïdentifiseer deur middel van 'n literatuuroorsig. Die literatuuroorsig het 11 boustene van kerk-toewyding geïdentifiseer, wat geklassifiseer is volgens daardie boustene wat spesifiek relevant tot kerke is, en daardie boustene met 'n wyer aantrekking. Voorts is kerke geklassifiseer ten opsigte van of hulle as tradisioneel of nie-tradisioneel beskou kan word. Die literatuuroorsig is gevolg deur die empiriese studie, wat uit twee komponente bestaan het: 'n voorafstudie (pilot study), gevolg deur die hoof empiriese studie onder die totale studente-populasie van die Universiteit van Stellenbosch, soos in 2011. Op grond van die resultate van die voorafstudie is die aantal boustene verminder tot agt, terwyl drie boustene herbenoem moes word. Die finale empiriese studie het ondersteuning gebied vir twee boustene van toewyding, naamlik ‘klein-groepies’ (small-groups) en ‘betroubaarheid’ (reliability). Verder is beduidende verskille gevind tussen tradisionele en nie-tradisionele kerke ten opsigte van die verhoudinge wat as beduidend bevind is. 'n Raamwerk is gevolglik ontwikkel waarvolgens kerke hul toewyding met hul lidmate kan bestuur. Hierdie studie maak 'n waardevolle bydrae tot die literatuur van verhoudingsbemarking, aangesien geen soortgelyke formele gepubliseerde studie gevind kon word waarin verhoudingsbemarking gebruik is om die boustene van kerktoewyding te identifiseer nie.

Thesis (MEcon)--Stellenbosch University, 2004. / ENGLISH ABSTRACT: With heightening competitive pressures in the retailing environment, customer satisfaction and customer loyalty have become barometers of retailer performance. Determining the relationship of all the controllable elements that encourage or inhibit consumers during their contact with a retailer, defined as the Total Retail Experience (Berman and Evans, 1998: 19), with customer satisfaction and customer loyalty, formed the basis of this study. The dimensions ofTRE that were applied in this study were five controllable components, namely personal interaction, merchandise value, internal store environment, merchandise variety and complaint handling. The empirical study was applied specifically to a retailer dealing in health, home and beauty products. Data for this study was gathered via questionnaire from 34 000 of the most loyal card holders which participated in the loyalty program offered by the health, home and beauty retailer. The results of the data study indicated that the TRE instrument was a valid instrument to measure the success of providing a positive TRE for their consumers. Further, the instruments used to measure customer satisfaction and loyalty were deemed highly reliable. Of the five elements of TRE, enhancing the quality of personal interaction should be the primary focus in improving customer satisfaction, and it is significant that this retailer's management need only focus on improving these five dimensions of TRE to enhance customer satisfaction, given that almost three-quarters of customer satisfaction was accounted for by the five TRE dimensions. Results indicated that in contrast to customer satisfaction, customer loyalty was primarily driven by product related issues, with merchandise value being the strongest predictor of loyalty. Again, it was noted that more than half of the retailer's customer loyalty could be accounted for by the five TRE dimensions. Thus, efforts to improve any of the five TRE dimensions would enhance customer loyalty within this retailer's cardholder base. The varying importance of the specific TRE dimensions to both customer satisfaction and customer loyalty allow this retailer to identify the driving forces behind each of these concepts and allow for prioritizing strategies to optimize satisfaction and loyalty within their consumer base. By analyzing the responses of the individual items (questions) that measure each of the TRE dimensions as they appeared in the questionnaire, this study enables the retailer to focus on very specific aspects that influence each dimension of the TRE experience. Overall, it must be noted that respondents had positive experiences at the health, home and beauty retailer, which provides the retailer with a useful indicator of current satisfaction and loyalty levels and a point of comparison in determining the impact of the strategies employed to heighten satisfaction and loyalty. / AFRIKAANSE OPSOMMING: Toenemende druk van mededinging in die kleinhandelomgewing veroorsaak dat klientsatisfaksie en -lojaliteit barometers van kleinhandelprestasie word. Die basis van hierdie studie is daarin gelee om vas te stel wat is die verwantskap tussen al die beheerbare elemente wat verbruikers se gedrag tydens kontak met 'n kleinhandelaar aanmoedig of inhibeer, gedefinieer as die Totale Kleinhandelervaring (TKE) (Berman en Evans, 1998: 19), en klientsatisfaksie en -lojaliteit is. Die dimensies van TKE wat in hierdie studie toegepas is, is vyf beheerbare komponente, naamlik persoonlike interaksie, handelsware waarde, interne winkelomgewing, handelsware verskeidenheid en klagte hantering. Die empiriese studie is spesifiek toegepas op 'n kleinhandelaar wat handel dryf in gesondheid-, huis- en skoonheidsprodukte. Data vir die studie is ingesamel met behulp van 'n vraelys wat aan 34 000 van die mees lojale kaarthouers wat lid is van die lojaliteitsprogram van die gesondheid-, huis- en skoonheidsprodukte kleinhandelaar, gestuur is . Die resultate van die studie toon dat die TKE instrument 'n geldige instrument is om die sukses te meet indien 'n positiewe TKE vir kliente aangebied word. Voorts is ook bevind dat die instrumente wat gebruik is om satisfaksie en lojaliteit te meet, hoogs betroubaar is. Die verbetering van persoonlike interaksie tussen kliente en personeel blyk die primere fokus te wees indien klientsatisfaksie verbeter wil word. Die vyf dimensies van TKE is verantwoordelik vir byna driekwart van kliente se satisfaksie. Die kleinhandelaar se bestuur behoort dus slegs te fokus op die verbetering van die vyf dimensies van TKE. In kontras met satisfaksie, blyk lojaliteit primer veroorsaak te word deur produk verwante kwessies, met handelsware waarde as die sterkste voorspeller van lojaliteit. Meer as die helfte van die lojaliteit aan die kleinhandelaar word teweeggebring deur die vyf dimensies van TKE. Dus, pogings om enige van die vyf dimensies van TKE te verbeter, sal lei tot 'n verhoogde klientlojaliteit onder die kleinhandelaar se lojaliteit-kaarthouers. Die varierende belangrikheid van die verskillende TKE dimensies vir beide klientsatisfaksie en -lojaliteit stel die kleinhandelaar in staat om die dryfkragte agter elkeen van hierdie konsepte te identifiseer en maak die prioritisering van strategiee om satisfaksie en lojaliteit te maksimeer, moontlik. Die ontleding van die response op die individuele items (vrae) wat elkeen van die TKE dimensies meet soos wat dit in die vraelys voorkom, maak dit vir die kleinhandelaar moontlik om op spesifieke aspekte wat elke dimensie beinvloed, te fokus. Globaal gesien is bevind dat respondente positiewe ervarings by die gesondheid-, huis- en skoonheidsprodukte kleinhandelaar gehad het en hierdie kan as 'n nuttige indikator gebruik word van bestaande satisfaksie- en lojaliteitsvlakke en ook as 'n punt van vergelyking vir die bepaling van die doeltreffendheid van strategiee wat aangewend word om satisfaksie en lojaliteit te verbeter.

Thesis (MBA)--Stellenbosch University, 2000. / ENGLISH ABSTRACT: Relationship Marketing can be defined as an ongoing process of identifying and creating new value with individual customers, and then sharing that value over a lifetime of business association. The definition incorporates a number of key concepts such as long-term commitment, open and ongoing communication, trust and interdependence, collaboration and cooperation, as well as total organisational commitment. A wide range of models and strategies describe the processes and underlying constructs and clearly distinguishes between an organisational process and a behavioral process. The organisational approach focuses on the key organisational processes, technology, culture and values as well as corporate commitment needed to make this a success. The behavioral approach focuses on the key behavioral constructs needed for successful relationship management between buyer and seller, or manufacturer and retailer, for example ongoing communication, joint planning and performance evaluation, and trust and commitment. Customer satisfaction is highlighted as a key driver of the relationship management process and a number of cases clearly indicate that satisfied customers are needed for successful Relationship Marketing. It is not only about the wining and dining, but more about adding real value that will make customers commit their lifetime business. Relationship Marketing in a monopolistic market is discussed and the question is asked why any business should implement a relationship management process when that business is dominating the market. It is quite obvious that the benefits of a relationship marketing approach will drive customer value and satisfaction to higher levels and that the future lies in retaining customers and not recruiting new customers all the time. Even in monopolistic market situations organisations will try to increase or protect market share and developing long-term relationships with customers might just provide that competitive edge needed. Relationship Marketing is clearly not only about behavioral issues ,or on the other hand about organisational systems. It is an integrated approach incorporating all key organisational processes and systems which needs to be cemented in the corporate culture and values of the business. It is also an approach that advocate very specific behavioral constructs for example trust and commitment. - Any organisation that plans to incorporate a relationship marketing approach, needs to focus on the behavioral as well as organisational aspects of business. / AFRIKAANSE OPSOMMING: "Relationship Marketing" vertaal as verhoudingsbemarking word gedefinieer as 'n deurlopende proses van waarde toevoeging vir individuele kliente oor 'n lewenslange periode van besigheidassosiasie. Definisies van hierdie benadering beklemtoon 'n aantal belangrike konsepte soos onder andere langtermyn verbintenis, twee-rigting kommunikasie, vertroue en interafhanklikheid, en samewerking. 'n Aantal modelle en strategeë onderskei baie duidelik tussen 'n organisatoriese benadering en 'n gedragsbenadering tot verhoundingsbemarking. Die organisatoriese benadering beklemtoon die belangrikheid van stelsels, prosesse, waardes en kultuur, en implementering op totale organisatoriese vlak. Die gedragsbenadering definieer verskeie gedrags konsepte onderliggend aan 'n suksesvolle verhoudingsbemarking proses. Klientbevrediging as 'n sleutel suksesfaktor word bespreek en die stelling word gemaak dat ongelukkige kliente nie hulle lewenslange besigheid sal toevertrou aan 'n verskaffer wat nie hul behoeftes bevredig nie. Verhoudingsbemarking in 'n monopolistiese mark word bespreek en die voordele van hierdie benadering word uitgelig. Enige organisasie, ongeag die markaandeel, poog voortdurend om verder te groei en 'n verhoudings benadering kan daardie addisionele voordele bied. Ten slotte, word uitgewys dat verhoudingsbemarking beide 'n organisatoriese sowel as 'n gedragsbenadering insluit en enige maatskappy wat poog om hierdie konsep te implementeer, moet beide inag neem.

Thesis (MBA)--Stellenbosch University, 2003. / ENGLISH ABSTRACT: Customer Relationship Management (CRM) has been referred to as the new "mantra" of marketing management (Winer, 2001: 89), however CRM is a business strategy that calls for the establishment, development, maintenance and optimisation of long-term profitable and mutually beneficial relationships between organisations and their customers. It is a journey of strategic, structural, process, organisational and technological change through which an organisation can manage its enterprise better around customer behaviour. CRM as a business strategy was thought necessary due to stronger and rapidly changing forces that influence business. Forces include globalisation, mature markets, emerging markets, deregulation, convergence of industries and continuous changes in customer behaviour. These changes forced business to realise that customers are an organisation's only sure revenue source and that building relationships with its customers is the best source of profitable and sustainable revenue growth (Brown, 2000: xii). Organisations worldwide spent almost US$44bn in 2000 on CRM initiatives and it is estimated to grow to US$125bn by 2004. The promise of CRM is enchanting, however many organisations will quickly point out that in practise it can be extremely costly to implement and it can be disastrous for building relationships with customers. One of the biggest mistakes that were made when organisations implemented CRM programmes is that CRM was regarded as a technology intervention or solution that would enable any organisation to build long-lasting and profitable relationships with its customers. Not all CRM programmes succeed or achieve the strategic objectives organisations want it to achieve. It is therefore necessary to develop a framework that can assist organisations in their efforts to develop and implement a CRM programme. This thesis provides a system approach and assessment toolkit to guide and assist service organisations to develop and implement CRM programmes and through this to become a CRM enterprise. A CRM enterprise holds the customer-driven vision necessary to succeed in the ever changing environment of the global economy. A system approach was chosen as the preferred method to develop and implement a CRM programme for two reasons. First, CRM programmes are extremely complex as it is a business strategy that impact organisation wide when it is developed and implemented. And secondly, a system approach requires a person to think systemic about systems like CRM. It forces the developer and implementer of a CRM programme to consider the whole impact of the changes across an organisation. / AFRIKAANSE OPSOMMING: Kliënte verhouding bestuur is beskryf as die nuwe deuntjie bemarking bestuur (Winer, 2001: 89), maar kliënte verhouding bestuur is veel meer 'n besigheids strategie was vrae oor die vestiging, ontwikkeling, onderhoud en optimaliseering van lang termyn winsgewende en wedersydse begunstigde verhoudings tussen organisasies en hul kliënte. Dit is 'n reis van strategiese, strukturele, proses, organisatoriese en tegnologiese verandering waardeer 'n organisasie sy besigheid beter kan bestuur rondom kliënte gedrag. Kliënte verhouding bestuur is nodig as 'n besigheid strategie as gevolg van sterker en vinniger kragte wat besigheid beinvloed. Kragte sluit in globalisering, ontwikkelde markete, ontwikkelende markte, deregulering, samesmelting van industrieë, en die alewige verandering in kliënte behoeftes. Hierdie kragte forseer besigheid om te besef dat kliënte 'n organisasie se sekerste bron van inkomste is en dat 'n organisasie verhoudinge moet bou met hul kliënte om 'n bron van volhoubare inkomste te verseker (Brown, 2000: xii). Organisasies wêreldwyd het ongeveer US$44bn in 2000 spandeer op kliënte verhouding bestuur initiatiewe en dit is vooruit geskat dat dit kan groei tot US$125bn teen 2004. Die belofte van kliënte verhouding bestuur is betowerend, maar verskeie organisasies sal dit vinnig uitwys dat kliënte verhouding bestuur in die praktyk baie duur wees om in werking te stel en dat dit rampsoedig kan wees vir die bou van verhoudings met kliënte. Een van die groostste foute wat organisasies gemaak het met die implementering van 'n kliënte verhouding bestuur program was om dit te beskou as 'n tegnologiese intervensie wat die organisasie in staat sou stelom lang termyn winsgewende verhoudinge te bou met hul kliënte. Nie alle kliënte verhouding bestuur programme is suksesvol nie. Dit is daarvoor nodig om 'n raamwerk te ontwikkel wat organisasies sal help on 'n kliënte verhouding bestuur program te ontwikkel en te implementeer. Hierdie tesis verskaf 'n sisteembenadering en 'n evalueringprogram wat organisasies kan help om 'n kliënte verhouding bestuur program te ontwikkel en te implementeer en deur middel hiervan In kliënte-organisasie te word. In Kliënte-organisasie het die kliënte-aangedrewe visie wat nodig is om in vandag se al veranderde omgewing volhoubaar en suksesvol te wees. In Sisteem benadering was gekies as die voorkeur metode om In kliënte verhouding bestuur program te ontwikkel en te implementeer vir twee redes. Die eerste rede is dat In kliënte verhouding bestuur program baie kompleks is aangesien dit In organisasie wyd impak het wanneer dit ontwikkel word en geïmplementeer word. Die tweede rede is dat In sisteem benadering die beplanner en implementeerder forseer om die hele impak van verandering in ag te neem oor die hele organisasie.

Thesis (MBA)--Stellenbosch University, 2007. / ENGLISH ABSTRACT: This research report presents a framework for designing a procurement strategy using the concept of Power. Companies like Toyota have pioneered the use of the “lean thinking” concept of supply chain management to ensure that the entire supply chain co-operates to build a competitive advantage that saves money and provides a better product to the consumer. The basis of the “lean thinking” concept has been that buyers no longer treat suppliers as adversaries with the sole objective of leveraging the best price but engage with suppliers to develop long-term strategic relationships based on trust and collaboration. Power has always existed in business relationships. Power and the “lean thinking” concept appear to be unable to co-exist in the same supply chain relationships as one deals with trust and collaboration while the other deals with domination. This research reports shows that power and “lean thinking” can co-exist and that power has the potential to play a key role in understand the dynamics present in supply chain relationships both from the perspective of the buyer and the supplier. By mapping the power relationship between parties in the Supply Chain a company can understand the strategic options available to it to increase its impact on the supply chain and to use its position to leverage the best value possible both towards the other parties in the supply chain and to parties operating in competing supply chains. The power relationship between The South African Breweries Ltd and Consol Glass will be mapped to enable SAB to understand its available strategic options for the design of a 3 to 5 year procurement strategy. The strategies that crystallize from the power mapping process will be analysed with a view to selecting a single option that the SAB procurement function could adopt over the next 3 to 5 years. / AFRIKAANSE OPSOMMING: Hierdie navorsingsverslag bied 'n raamwerk vir die ontwerp van 'n verkrygingstrategie met behulp van die konsep van mag. Maatskappye soos Toyota het met die gebruik van die “soepel denke”-konsep met betrekking tot aanvoerkettingbestuur baanbrekerswerk gedoen om te verseker dat die algehele aanvoerketting saamwerk om 'n mededingende voordeel te skep wat geld spaar én 'n beter produk aan die verbruiker bied. Die grondslag van die “soepel denke”-konsep is dat kopers nie meer verskaffers as teenstanders beskou en ten alle koste bloot die beste prys wil bewerkstellig nie, maar dat kopers in der waarheid deesdae nouer by verskaffers betrokke raak om langtermyn- strategiese bande op grond van vertroue en samewerking te smee. Mag was nog altyd deel van sakeverhoudinge. Mag en die “soepel denke”-konsep kon tot op hede skynbaar nie naas mekaar in dieselfde aanvoerkettingverhouding bestaan nie – die een handel op stuk van sake oor vertroue en samewerking, en die ander oor oorheersing. Hierdie navorsingsverslag toon dat mag en “soepel denke” wél gelyktydig kan bestaan en dat mag 'n sleutelrol kan speel om die dinamiek in aanvoerkettingbestuursverhoudinge, uit die koper sowel as die verskaffer se oogpunt, te begryp. Deur die magsverhoudinge tussen verskillende partye in die aanvoerketting af te beeld, kan 'n maatskappy verstaan watter strategiese opsies beskikbaar is om sy impak op die aanvoerketting te vergroot en sy posisie te gebruik om vir die ander partye in die aanvoerketting, sowel as partye in mededingende aanvoerkettings, die beste moontlike waarde te bekom. Vervolgens sal die magsverhouding tussen Suid-Afrikaanse Brouerye (SAB) Bpk. en Consol Glass afgebeeld word sodat SAB sy beskikbare opsies vir die ontwerp van 'n drie- tot vyfjaarverkrygingstrategie kan verstaan. Die strategieë wat uit dié magafbeeldingsproses na vore kom sal ontleed word met die oog daarop om 'n enkele opsie te kies wat SAB oor die volgende drie tot vyf jaar kan aanvaar.

Thesis (PhD)--Stellenbosch University, 2012. / ENGLISH ABSTRACT: The non-profit sector has grown and changed substantially since its origins more than 2 000 years ago. At present there is an increase in organised voluntary activity around the globe, which reflects a set of social and technological changes, as well as an increasing lack of confidence in the ability of the state to render certain vital services. NPOs that do not work in the fields of housing, the aged, HIV/AIDS and education, for instance organisations doing missionary work, are faced with the difficult task of procuring funds within this highly competitive environment. The overall purpose of relationship marketing is customer retention and development, not simply a series of transactions. With this in mind, it seems that relationship marketing has an important role to play in the non-profit sector. Why is it then so difficult to "sell brotherhood like soap"? To answer this question tools have been developed and adapted to fit the non-profit sector. Donor behaviour plays a crucial role in the survival of an organisation and insights into behaviour can give the organisation an edge over its competitors. In the case of this study the research problem relates to the identification of the dimensions impacting on donor behaviour in religious (Christian) organisations. A conceptual model of donor behaviour in religious non-profit organisations was developed and used for the eventual formulation of 23 hypotheses to guide the study and to represent the possible relationships. For the statistical analysis it was deemed necessary to revise both the model and the proposed hypotheses. The model was split into three models: - Perceptions of non-profit organisations; - Individual donor characteristics; and - Donor perceptions of the non-profit organisation. A thorough overview of the literature was undertaken, mainly to investigate the nature of the non-profit sector in general as well as in South Africa, its marketing and behaviour of its donors. The conceptual model that was developed through the literature study was used to develop a measuring instrument specifically for this study for collecting primary data. It was empirically tested in a religious (Christian) non-profit organisation in South Africa by collecting primary data. Questionnaires were mailed to its whole donor database. The questionnaires returned were captured with the aid of an Excel spreadsheet and merged with data from the donor database. The first step was to assess the validity and reliability of the measurement instrument used. Next, an exploratory factor analysis was done to identify the unique factors evident in the study data. The next step entailed testing the proposed theoretical model by means of the "Structural Equation Modelling" technique. The results of the data analysis led to the creation of a model suitable for the management of the donors of a Christian missionary organisation. This study is a pioneering study of donor behaviour in South African religious non-profit organisations, in particular Christian organisations. It is clear from the results that donors of religious organisations react differently than donors of other non-profit organisations and therefore that different approaches are needed to secure Christian donor loyalty and trust. / AFRIKAANSE OPSOMMING: Die nie-winsgewende sektor het sedert die oorsprong daarvan, meer as 2 000 jaar gelede aansienlik gegroei en verander. Op die oomblik is daar oral in die wêreld 'n toename in georganiseerde vrywillige optrede. Hierdie neiging weerspieël sekere maatskaplike en tegnologiese veranderinge, asook 'n toenemende gebrek aan vertroue in die staat se vermoë om sekere noodsaaklike dienste te lewer. Die nie-winsorganisasies wat nie binne die veld van behuising, bejaardesorg, MIV/VIGS en onderwys werk nie, soos byvoorbeeld organisasies wat sendingwerk doen, het 'n moeilike taak om fondse te bekom. Die oorwegende doel van verhoudingsbemarking is die behoud en ontwikkeling van klante, nie net 'n reeks transaksies nie. As hierdie feit in ag geneem word, word dit duidelik dat verhoudingsbemarking 'n belangrike rol binne die sektor te speel het. Hoekom is dit dan so moeilik om "broederskap soos seep te verkoop"? Om hierdie vraag te beantwoord is hulpmiddele ontwikkel wat aangepas is by die behoeftes van hierdie sektor. Donateursgedrag speel 'n uiters belangrike rol in die oorlewing van 'n organisasie en daarom kan insig in hierdie gedrag die organisasie 'n voorsprong gee bo die van sy mededingers. In die geval van hierdie studie gaan dit oor die identifisering van dimensies wat donateurs se gedrag beïnvloed binne religieuse (Christelike) organisasies. 'n Konseptuele model is ontwikkel om donateurs, soos dit verband hou met religieuse nie-winsorganisasies se gedrag, te ontleed. Die model is gebruik as riglyn vir die navorsing, asook om uiteindelik 23 hipoteses te formuleer en hulle moontlike onderlinge verhoudings uiteen te sit. Gebaseer op die statistiese ontledingsproses, is die model en die voorgestelde hipoteses aangepas. Die model is onderverdeel in drie modelle: - Persepsies van nie-winsorganisasies; - Individuele kenmerke van donateurs; en - Donateur persepsies van die nie-winsorganisasie. 'n Deeglike oorsig van die literatuur is gedoen, hoofsaaklik om ondersoek in te stel na die omstandighede van die nie-winssekor oor die algemeen en veral binne Suid-Afrika, asook na donateurs se gedrag. Die konseptuele model wat ontwikkel is volgens die literatuurstudie, is empiries getoets binne 'n Christelike nie-winsorganisasie in Suid-Afrika. 'n Metingsinstrument is spesfiek ontwikkel om primêre data te verkry en vraelyste is gepos aan die totale dontateurbasis van die organisasie. Die inligting van die vraelyste wat teruggestuur is, is opgeneem in 'n Excel-spreitabel en saamgevoeg met inligting van die donateurdatabasis. Die eerste stap was om die geldigheid en betroubaarheid van die metingsinstrument te bepaal. Daarna is 'n ontleding van verkenningsfaktore gedoen, wat gebruik is om unieke faktore uit die navorsingsinligting te identifiseer. Die volgende stap was die toetsing van die teoretiese model volgens 'n erkende toetstegniek wat gebruik word vir strukturele vergelykings. Die resultate van die ontleding is daarna gebruik om 'n geskikte model te skep vir die bestuur van donateurs van 'n Christelike sendingorganisasie. Die navorsing van die gedrag van donateurs van religieuse nie-winsorganisasies en veral Christelike organisasies is baanbrekerswerk in Suid-Afrika. Die resultate dui ook daarop dat donateurs van religieuse organisasies verskillend reageer as donateurs van ander nie-winsorganisasies en dat ander benaderings dus noodsaaklik is om eersgenoemde se lojaliteit en vertroue te bekom en te behou.

<p>As the title insinuate, this essay illustrate Event Marketing as a marketing instrument, and how it can be used as a tool to facilitate brandbuilding and improve relationships. We have come to the understanding that Event Marketing is in the course of constant development. It seems like Event Marketing as a marketing tool is starting to get its well-merited position in the marketing mix throughout the world, since companies and other organisations have realized that Event Marketing is a powerful tool for differentiation. We have also seen that Event Marketing in the business world lately has come to be more important for building and maintaining relationships, as well as carrying marketing messages.</p><p>In this essay we discuss Event Marketing in three sections; brand, relationships, and customer experience. Among these topics, inter alia Integrated Marketing Communications, Sensory Marketing, and Service-dominant Logic are presented. The three sections are ultimatley supposed to establish a part of the entirety of Event Marketing.</p><p>This essay is a commission from the building company Skanska in Sweden, with the purpose of throwing a new light on their customer-oriented event Skanskadagen in the south-east district of the Swedish market. We have performed eleven qualitative interviews; nine with management and personnel within Skanska, and two with event managers from two different bureaus in Sweden. As a complement to these interviews, we have studied literature, documents, and articles – with and without a scientific basis. The conclusions and recommendations are presented in chapter 8.</p><p> </p>

本研究之研究目的在於瞭解目前部落格行銷的特性與人口統計變項及代言人偏好間的關聯性，並研究部落格行銷特性與顧客關係導向的顧客關係利益與顧客關係品質間的相關性，驗證結論部落格行銷特性在【小s性感媽咪日記】是否能得到實證上支持與部落格行銷人口統計變項及代言人偏好的相關調查。本研究對經營行銷部落格提出以下三點建議：一、繼續使用、永續經營。二、設法增加訂閱人數。三、建立使用者資料庫。 / The absence of the empirical study of the importance and the correlation of blog marketing and the customer relationship aroused the practice of the research. Blog marketing attributes: abundant information, customized content, interaction and user friendly surface affect the scales of the customer relationship benefits and qualities profoundly. Managing to take the full advantages of the blog marketing, manager should use and update the blog constantly, trying to make the subscriber as mush as possible and finally end up with the set up of the user database, keep tracking of the blogger.