IDEAS home Printed from https://ideas.repec.org/p/zbw/grewdp/062017.html
   My bibliography  Save this paper

An empirical research of consumers' trust propensity in CRM successes

Author

Listed:
  • Heidarian, Elham

Abstract

Recently companies use CRM strategy to make themselves and their products different from competitors. Consumers do not access the entire information for evaluating the main purpose of company's CRM campaign, as a result, trust propensity may play an important role regarding CRM success. Since different cultures are varied in their level of trust, the study is going to show how trust propensity affects the CRM successes, tactically and strategically as the main aim of the study. The empirical study is carried out by questionnaire in Iran. Our hypotheses are tested by using correlation analysis and structural equation mode ling (SEM). The results show that consumer's trust propensity has a direct as well as an indirect effect on the tactical success of CRM (Purchase intention) while regarding strategic success (brand image), the positive relationship between trust propensity and brand image has been fully mediated by ad skepticism. Based on our results, implications for both research and practice are discussed.

Suggested Citation

  • Heidarian, Elham, 2017. "An empirical research of consumers' trust propensity in CRM successes," Wirtschaftswissenschaftliche Diskussionspapiere 06/2017, University of Greifswald, Faculty of Law and Economics.
    • Handle: RePEc:zbw:grewdp:062017
    as

    Download full text from publisher

    File URL: https://www.econstor.eu/bitstream/10419/172052/1/1005246041.pdf
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Lenard Huff & Lane Kelley, 2003. "Levels of Organizational Trust in Individualist Versus Collectivist Societies: A Seven-Nation Study," Organization Science, INFORMS, vol. 14(1), pages 81-90, February.
    2. Hartmann, Monika & Klink, Jeanette & Simons, Johannes, 2015. "Cause related marketing in the German retail sector: Exploring the role of consumers’ trust," Food Policy, Elsevier, vol. 52(C), pages 108-114.
    3. Müller, Sarah S. & Fries, Anne J. & Gedenk, Karen, 2014. "How much to give? — The effect of donation size on tactical and strategic success in cause-related marketing," International Journal of Research in Marketing, Elsevier, vol. 31(2), pages 178-191.
    4. Jae-Eun Kim & Kim Johnson, 2013. "The Impact of Moral Emotions on Cause-Related Marketing Campaigns: A Cross-Cultural Examination," Journal of Business Ethics, Springer, vol. 112(1), pages 79-90, January.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Sara Osama Hassan & Ehab Mohamed AbouAish, 2018. "The impact of strategic vs. tactical cause-related marketing on switching intention," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 15(3), pages 253-314, September.
    2. Amel Chaabouni & Kaouther Jridi & Fatma Bakini, 2021. "Cause-related marketing: scepticism and warm glow as impacts of donation size on purchase intention," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 18(1), pages 129-150, March.
    3. Xiaojun Fan & Nianqi Deng & Yi Qian & Xuebing Dong, 2022. "Factors Affecting the Effectiveness of Cause-Related Marketing: A Meta-Analysis," Journal of Business Ethics, Springer, vol. 175(2), pages 339-360, January.
    4. Thomas, Sujo & Jadeja, Ashwin, 2021. "Psychological antecedents of consumer trust in CRM campaigns and donation intentions: The moderating role of creativity," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).
    5. Gary M. Fleischman & Eric N. Johnson & Kenton B. Walker & Sean R. Valentine, 2019. "Ethics Versus Outcomes: Managerial Responses to Incentive-Driven and Goal-Induced Employee Behavior," Journal of Business Ethics, Springer, vol. 158(4), pages 951-967, September.
    6. Chen, Zengxiang & Huang, Yunhui, 2016. "Cause-related marketing is not always less favorable than corporate philanthropy: The moderating role of self-construal," International Journal of Research in Marketing, Elsevier, vol. 33(4), pages 868-880.
    7. Lu, Weijie & Niu, Geng & Zhou, Yang, 2021. "Individualism and financial inclusion," Journal of Economic Behavior & Organization, Elsevier, vol. 183(C), pages 268-288.
    8. Diogo Hildebrand & Yoshiko Demotta & Sankar Sen & Ana Valenzuela, 2017. "Consumer Responses to Corporate Social Responsibility (CSR) Contribution Type," Post-Print hal-01576949, HAL.
    9. Rebecca W. M. Lau & W. H. Mak, 2017. "Effectiveness of Workplace Interventions for Depression in Asia: A Meta-Analysis," SAGE Open, , vol. 7(2), pages 21582440177, June.
    10. Sumaira Rehman & Shahzad Ali & Muhammad Sajjad Hussain & Aamir Zamir Kamboh, 2019. "The Role of Physiological Contract Breach on Employee Reactions: Moderating Role of Organizational Trust," Pakistan Journal of Humanities and Social Sciences, International Research Alliance for Sustainable Development (iRASD), vol. 7(2), pages :233-244, June.
    11. Rana Essam Shazly & Abeer A. Mahrous, 2020. "Capture the hearts to win the minds: cause-related marketing in Egypt," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 17(3), pages 255-276, September.
    12. Dahlgrün, Philipp W. & Bausch, Andreas, 2019. "How Opportunistic Culture Affects Financial Performance in Outsourcing Relationships: A Meta-Analysis," Journal of International Management, Elsevier, vol. 25(1), pages 81-100.
    13. Sue-Chan, Christina & Au, Al K.C. & Hackett, Rick D., 2012. "Trust as a mediator of the relationship between leader/member behavior and leader-member-exchange quality," Journal of World Business, Elsevier, vol. 47(3), pages 459-468.
    14. Benameur Dahinine & Larabi Chouayb & Wassila Bensahel, 2023. "Knowledge Management and Firm Performance in Algerian F&B SMEs: The Role of Trust as a Moderating Variable," Sustainability, MDPI, vol. 15(13), pages 1-20, June.
    15. Chun Yang & Jui-Che Tu & Qianling Jiang, 2020. "The Influential Factors of Consumers’ Sustainable Consumption: A Case on Electric Vehicles in China," Sustainability, MDPI, vol. 12(8), pages 1-16, April.
    16. Lamberto Zollo & Massimiliano Matteo Pellegrini & Cristiano Ciappei, 2017. "What Sparks Ethical Decision Making? The Interplay Between Moral Intuition and Moral Reasoning: Lessons from the Scholastic Doctrine," Journal of Business Ethics, Springer, vol. 145(4), pages 681-700, November.
    17. Abu H. Ayob, 2021. "E-commerce adoption in ASEAN: who and where?," Future Business Journal, Springer, vol. 7(1), pages 1-11, December.
    18. Kumju Hwang & Bora Lee & Juhee Hahn, 2020. "Green Restaurant Consumers’ Pride and Social Healthy Narcissism Influencing Self-Actualization and Self-Transcendence That Drive Customer Citizenship Behavior," Sustainability, MDPI, vol. 12(24), pages 1-19, December.
    19. Fennell, Patrick B. & Coleman, Joshua T. & Kuo, Andrew, 2020. "The moderating role of donation quantifiers on price fairness judgments," Journal of Business Research, Elsevier, vol. 110(C), pages 464-473.
    20. Arjun Bhardwaj & Joerg Dietz & Paul W. Beamish, 2007. "Host country cultural influences on foreign direct investment," Management International Review, Springer, vol. 47(1), pages 29-50, February.

    More about this item

    Keywords

    trust propensity; CRM brand image; CRM purchase intention; ad skepticism;
    All these keywords.

    NEP fields

    This paper has been announced in the following NEP Reports:

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:zbw:grewdp:062017. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: ZBW - Leibniz Information Centre for Economics (email available below). General contact details of provider: https://edirc.repec.org/data/wwgrede.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.