Diversity and Retention in the Nonprofit Organization. Recognizing the Impact of A Diverse Staff On Customer Retention Case Study:Arab American & Chaldean Council (ACC)

      Аннотация: Problem: prime focus of this study was to establish the relationship between diversity(D)as an independent variable and customers’ retention (CR) as a dependent variable in the Nonprofit Org in Michigan.Researcher selects The Arab American and Chaldean Council (ACC) for the study. Method Quantitative methods and correlation technique is used, such as Pearson Product-moment correlation Coefficient (PPMC), Linear of Regression (R2) (R Square),Mean, Standard Deviation, Survey Analysis and ACC Annual reports.Researcher used the (SPSS) in order to do all the computations of correlations. Researcher also, used the Likert scales as the study foundation to measure all the variables values. Findings Each hypotheses question was answered repeatedly. All answers were extracted from all the data collected and its analysis.Conclusion of this study that there is a consistent pattern of the two variables, race and ethnicity being the two leading variables in their relationship to all depended variables with the highest points attained in their relationship to branding followed by loyalty. This proofed that diversity at ACC is leading reason of why customer retention is high.

Ключевые слова: diversity, Non-Profit, Ethnicity, Race, Retention, Diversity in Michigan, Diversity in USA, Branding and Loyalty, Gender and Agism, Religion, loyalty