FACTORS INFLUENCING CONSUMERS' RESPONSE TO CRM IN THE DEMOCRATIC REPUBLIC OF CONGO: THE MEDIATING ROLE OF ATTITUDE AND MODERATING ROLE OF CRM AWARENESS
Consumer's responses to cause related marketing have been investigated in the western context, showing favorable attitudes and purchase intention. In this study, we analyze consumers' responses to cause related marketing in a less developed country, where CRM is a novelty and less used by...
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| Veröffentlicht in: | International journal of information, business and management business and management, 2019-05, Vol.11 (2), p.233-245 |
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| creator | Fabrice, Wenze Mudiandambu |
| description | Consumer's responses to cause related marketing have been investigated in the western context, showing favorable attitudes and purchase intention. In this study, we analyze consumers' responses to cause related marketing in a less developed country, where CRM is a novelty and less used by firms. Based on a sample of 642 undergraduate students, the result reveals a negative relationship between CRM campaign-attitude toward the firm, and CRM-purchase decision of CRM products. The lack of familiarity, the high level of skepticism and the negative feelings toward companies were the most influential factors. The findings' implications and study limitations are highlighted along with directions for further research. |
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| ispartof | International journal of information, business and management, 2019-05, Vol.11 (2), p.233-245 |
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| language | eng |
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| source | EZB-FREE-00999 freely available EZB journals |
| subjects | Anniversaries Attitudes Consumer attitudes Consumer behavior Consumers Corporate image Corporate profits Customer relationship management Developing countries LDCs Marketing Nonprofit organizations Skepticism Social responsibility Society Studies |
| title | FACTORS INFLUENCING CONSUMERS' RESPONSE TO CRM IN THE DEMOCRATIC REPUBLIC OF CONGO: THE MEDIATING ROLE OF ATTITUDE AND MODERATING ROLE OF CRM AWARENESS |
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