Unraveling the Influence of Organizational Factors and Customer Resources on Nonprofit Brand Verdict: A Study of Seva Café

Abstract

Drawing from the theoretical underpinning of the service brand verdict model, this research aims to study the impact of organizational factors and customer resources on emotional and functional value and further extending it to brand verdict. The survey approach was adopted using a self-administered questionnaire to achieve the research objective. Three hundred and sixty-five participants were selected by convenient sampling technique. Data were collected by personal (face-to-face) interview and online survey (email) method. To test the research model and conduct mediation analysis, the partial least squares structural equation modeling was performed through SmartPLS software (V3.3.3). The findings also that functional and emotional value have a significant influence on brand verdict in nonprofit organizations (NPOs). Organizational factors and customer resources influence functional and emotional values in NPOs. Functional and emotional values mediate the relationship between organizational factors and customer resources and brand verdict in NPO. The findings contribute to brand development for NPOs like Seva Café. Restaurant services create customer value using restaurant resources. NPO managers should focus on increasing organizational and customer resources, which are crucial for developing positive value and brand perception. Improving technical and administrative quality enables NPO managers to enhance functional quality, ultimately strengthening the organization’s brand verdict.