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文章运用扎根理论的质化研究方法,通过开放式编码、主轴编码、选择性编码三个步骤识别和构建出非营利组织服务导向行为影响因素模型,包括环境因素、组织因素、高管特征、员工特征、营销能力5个主范畴,以及对应的16个副范畴。在此基础上,进一步阐释了模型中5个主范畴与1个核心范畴(非营利组织服务导向行为)构成的脉络体系,并运用相关理论分析了模型的内涵与深层机制,为决策者制定科学的服务管理策略提供了参考。最后,指出了研究的理论贡献、局限和未来研究方向。
Based on the qualitative research method of grounded theory, the article identifies and constructs the service-oriented influencing factors model of non-profit organization through three steps of open coding, main axis coding and selective coding, including environmental factors, organizational factors, executive characteristics, Features, marketing capabilities of the five main areas, and the corresponding 16 sub-categories. On this basis, this paper further elaborates the context system composed of five main categories and one core category (service-oriented behavior of nonprofit organizations), analyzes the connotation and deep mechanism of the model by using the relevant theories, and formulates the scientific The service management strategy provides a reference. Finally, the theoretical contributions, limitations and future research directions of the research are pointed out.