Impact Of Relationship Benefits And Quality Service On Customers Performance

Abstract

This study focused on the relationship benefits in non- governmental organizations in Sudan. The FAO office in Kassala State was chosen as a sample to realize the benefits between the services provides and beneficiaries in such non profitable organizations. The study relied on the theory of social exchange as a construction of the added perceived value for the beneficiaries of FAO services. It investigated the effects of the variables of relationship benefits on beneficiaries (social benefits, confidence benefits and special treatment benefits). It also considered the quality service as a second factor and the recognition of adding the value to beneficiaries as far as aims, materialist treatment and success are concerned. There is an immediate variable between dependent and independent variables, which is known as” satisfaction”. 400 copies were collected from the beneficiaries of FAO services through the organizations providing those services. All copies were used in data analysis. The tow methods of factor analysis and multiple -regression were used to test the hypotheses. The results of the pilot study were used to support the research theories. The study findings indicated that the variables of relationship benefits had important moral influence on forming the dimensions of the relationship quality. Besides, the benefits and service quality had significant moral effects. The findings showed clear statistics of recognition of beneficiary value from FAO. On the other hand, this study did not find any result supporting the variable of beneficiaries satisfaction as a mediator to support the beneficiaries used in the study. Moreover, the study findings indicated that benefits of social and special treatments have normally changed the addition of perceived value between confidence and satisfaction for beneficiaries. In contrast, the benefits of special treatments and confidence have clearly changed the relation between benefits xii and quality. On the other hand, the findings did not support the influence of social benefits on strengthening value. Based on the findings, the theoretical and scientific implementations of those findings were discussed. In additions some recommendations were set and a number of suggestions were made for future studies.