How Cause Related Marketing Influence Customer Value in Banking Industry?

  • Hong-Sheng Chang De-Lin Institute of Technology
  • Tser-Yieth Chen National Taipei University
  • Chien-Ming Tseng Central Taiwan University of Science and Technology

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

Author Biographies

Hong-Sheng Chang, De-Lin Institute of Technology
Assistant Professor, De-Lin Institute of Technology, Hospitality Department, No. 1, Lane 380, Ching-Yun Road, Tu-Cheng City, Taipei County, Taiwan, ROC., Tel: 886-2-2273 3567 ext. 366, Fax: 886-2-2273 3567 ext. 369, E-mail: hschang@dlit.edu.tw
Tser-Yieth Chen, National Taipei University
Professor, Graduate Institute of International Business, National Taipei University, No. 151, University Road, Sanhsia, 23701, Taipei County, Taiwan, ROC., Tel: 886-2-2673 6270, Fax: 886-2-2673-6271, E-mail: chenty@mail.ndhu.edu.tw
Chien-Ming Tseng, Central Taiwan University of Science and Technology
Ph. D. Candidate of Ming-Chuan University, Graduate School of Management, and Lecturer, Central Taiwan University of Science and Technology, Management Information Systems Department.
Published
2009-12-27
Section
Marketing