Contextualization of Relational Connectedness Construct in Relationship Marketing

ABSTRACT Relational connectedness is an important factor for identifying requirements of and building long-term customer–organization relationships. This research investigates how the relational connectedness construct connects with relationship marketing theory. The empirical study provides greater insight into relationship marketing by comparing two models that capture the relevance of relationship marketing and its influence on trust, connections, commitment, and future intentions in the community-based nonprofit and public sectors. Findings support relational connectedness as an important construct for understanding the relationship marketing processes. This study presents theoretical support for the use of additional constructs in nonprofit and public sector marketing theory. Relationship marketing activities can lead to extended relationships. This research posits and evaluates a new structural model that shows that relational connectedness is appropriate for understanding the processes of relationship marketing in the nonprofit and public sectors.