Record Details

Cause Related Marketing and Customer Value: The Role of Service Quality and Perceived Risk as Mediators

MANTHAN: Journal of Commerce and Management

View Archive Info
 
 
Field Value
 
Title Cause Related Marketing and Customer Value: The Role of Service Quality
and Perceived Risk as Mediators
 
Creator Gupta, Shelleka
Sharma, Alka
Parrey, Aubid Hussain
 
Subject Cause Related Marketing; Customer Value; Service Quality; Perceived Risk.
 
Description The present research paper is an attempt to understand the role of mediating variables
in the relationship of cause related marketing and customer Value. Based on the
literature review, the role of service quality and perceived risk as mediators has been
analysed in depth. The data for the study has been collected from mobile subscribers of
the select telecom companies that were running cause campaigns. The results of the
research showed higher total effect than direct effect, which signalled the role of
mediators in the relationship of cause related marketing and customer value.
Furthermore it is evident from the analysis that service quality has a direct and
significant impact on the relationship of Cause related marketing and customer value, as
compared to the perceived risk. This research study emphasizes the role of Cause
Related Marketing in enhancing customer value via service quality.
 
Publisher Journal Press India
 
Date 2018-07-30
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Peer-reviewed Article
 
Format application/pdf
 
Identifier http://www.myresearchjournals.com/index.php/MANTHAN/article/view/13041
10.17492/manthan.v5i01.13041
 
Source MANTHAN: Journal of Commerce and Management; Vol 5, No 01 (2018)
2347-4440
 
Language eng
 
Relation http://www.myresearchjournals.com/index.php/MANTHAN/article/view/13041/12252
 
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