Volume : 3, Issue : 4, April - 2014
The Impact of Cause–Related Marketing Programs on Purchase Behavior Improvement of Loyal Customers
Shijie Zhao
Abstract :
In this paper, we discuss the impact of cause-related marketing programs on purchase behavior improvement of loyal customers by studying the relationship between customer loyalty and purchase behavior. And then, we discuss the influence of CRM programs on purchase behavior. At last, we establish a conceptual model of this study and make a prospect of the future research.
Keywords :
: CRM programs
customer loyalty
purchase behavior
Article:
Download PDF Journal DOI : 10.15373/2249555XCite This Article:
Shijie Zhao The Impact of Cause-Related Marketing Programs on Purchase Behavior Improvement of Loyal Customers Global Journal For Research Analysis, Vol:III, Issue:IV April 2014