Please use this identifier to cite or link to this item:
https://hdl.handle.net/20.500.14279/30027
Title: | CRM campaigns with choice for enhanced business process performance: The collectivist customers’ collaborative role for positive word-of-mouth |
Authors: | Christofi, Michael Thrassou, Alkis Chebbi, Hela Ahmed, Zafar U. Grandhi, Balakrishna Iaia, Lea |
Major Field of Science: | Social Sciences |
Field Category: | Economics and Business |
Keywords: | Cause-related marketing;Choice;Collaborative role;Collectivism;Word of mouth |
Issue Date: | 27-Oct-2020 |
Source: | Business Process Management Journal, vol. 26, iss. 5, pp. 1225 - 1239 |
Volume: | 26 |
Issue: | 5 |
Start page: | 1225 |
End page: | 1239 |
Journal: | Business Process Management Journal |
Abstract: | Purpose: A substantial body of research evidence has now accumulated in the cause-related marketing (CRM) literature. Yet, research on positive word of mouth (WOM) in the CRM domain is scarce. Based on this, the purpose of this paper is to present a framework that enhances positive WOM persuasion in a CRM context. Design/methodology/approach: Specifically, the authors explore collectivism as a contextual dimension for positive WOM persuasion in a CRM setting and discusses three novel constructs for effectively designing such campaigns, namely, cause proximity, choice of donation type and choice variety of donation types in a single offering frame. Based on conceptual logic and drawing on literature from a variety of disciplines, this framework should provide deeper insight into achieving positive WOM persuasion with CRM strategy and implementation. Findings: Additionally, the analysis leads to specific research questions regarding the associations between these contrasts and positive WOM persuasion in a CRM context. Originality/value: Finally, the managerial and theoretical contributions are discussed, as well as directions for further research. |
URI: | https://hdl.handle.net/20.500.14279/30027 |
ISSN: | 14637154 |
DOI: | 10.1108/BPMJ-04-2019-0146 |
Rights: | © Emerald Publishing Limited Attribution-NonCommercial-NoDerivatives 4.0 International |
Type: | Article |
Affiliation : | University of Nicosia EDC Paris Business School Université du Québec à Montréal Vietnam National University Ho Chi Minh City S.P. Jain School of Global Management University of Gabriele ’d Annunzio Chieti-Pescara |
Publication Type: | Peer Reviewed |
Appears in Collections: | Άρθρα/Articles |
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