A Study on the Perceived Effectiveness of the Relationship Marketing Strategies of World Vision on Child Sponsorship on the Likelihood of Building Loyalty among New Sponsors

Abstract

This study aimed to establish the influence of relationship marketing strategies of World Vision on child sponsorship in building loyalty among new sponsors. It was supported by three frameworks - Zhang ang Feng's (2009) Impact of Relationship Marketing Tactics on Customer Loyalty: an attitudinal loyalty model developed by Uncles et al (2003) and Schramm's (1955) Linear Model of Communication (S-M-C-R). Following the quantitative-qualitative approach, this study used interview and survey methods to obtain adequate information regarding the subject of this study from the key informants of the organization and to solicit feedback from new World Vision sponsors. Findings showed that there is weak relationship between relationship marketing and attitudinal loyalty. However, correlation results reflected positive strong relationship between sponsors' perception of relationship quality and attitudinal loyalty. This suggests that among new sponsors, there are other external factors that may potentially influence their perception of relationship quality besides the influence of relationship marketing.