How Cause Related Marketing Influence Customer Value in Banking Industry?

Hong-Sheng Chang, Tser-Yieth Chen, Chien-Ming Tseng

Abstract


ABSTRACT

This study elucidates how cause related marketing, service quality and perceived risk are related, and explores the influence of service quality and perceived risk on customer value. Service quality found to be affected positively by cause related marketing, whereas cause related marketing negatively influences perceived risks. Finally, exactly how customer value is affected by the service quality and perceived risk is considered, and cause related marketing notably indirectly affect customer value through service quality and perceived risk.

Keywords: Cause Related Marketing, Service Quality, Perceived Risk, Customer Value

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DOI: http://dx.doi.org/10.7903/cmr.726

Contemporary Management Research / CMR / ISSN 1813-5498