Identification and ranking of effective indicators on the loyalty of the charities in Iranian charities using Fuzzy Delphi and Structural Interpretative Equation

One of the important issues that matters to charities is the issue of loyalty and continued assistance to former charities and the entry of more people into these cases. Investing in charity loyalty is an effective investment for charity organizations. For this purpose, this article aims to identify and rank effective indicators on the loyalty of the benefactors. For this purpose, by first reviewing the literature and a survey of managers of these experienced institutions and experienced charities, the indicators of loyalty of the charities and then the Fuzzy Delphi method are identified as important indicators and then the impact of the indicators together with the structural method of interpretation, one of the methods Research in soft operations is measured. After analyzing the data of this research, factors affecting the level of loyalty of charities in charities were identified. The results showed that all factors of trust in charity, spiritual orientation, continuous advertising, expectation matching, empathy, social responsibility and charity history have a direct and significant relationship with the loyalty of the benefactors.