Zoekresultaten

Zoekopdracht: faculteit: "FEB" en publicatiejaar: "2012"

AuteurJ. Smid
TitelThe effects of cause marketing on online customer loyalty.
BegeleiderT. Paffen
Jaar2012
FaculteitFaculteit Economie en Bedrijfskunde
OpleidingFEB MSc Business Studies
Trefwoordenonline customer loyalty, cause marketing, CRM, transaction-based CRM
SamenvattingThis study presents an analysis about the effects of cause marketing on online customer loyalty. In 2010, Nielsen Online said that "more than 85 percent of the world's online population has used the Internet to make a purchase, increasing the market for online shopping by 40 percent in the last two years. The research is based on surveys from 237 respondents and uses one dependent variable (online customer loyalty) and three independent variables (sponsoring non-profit organizations, donating a percentage per product and providing an auction platform with secondhand products from which the proceeds go to charity), from which is tried to find any support for a positive relation with online customer loyalty. The control variables are age, gender and income. The moderator which has been used is price. Cause marketing has the ability to change the company’s image, which can increase profitability and corporate legitimacy (Lichtenstein et al., 2004; Liston-Heyes and Liu, 2010). Donating money out of the company’s operations to charity is defined as transaction-based CRM. In this thesis I divided this type of cause marketing in three subtypes. In this paper the results suggest that it would be best to hold the same price while implementing an online auction platform where customers can donate their products to from which the proceeds go directly to charity.
TaalEngels
Soort document scriptie master
Download bestand