TY - JOUR
T1 - CRM campaigns with choice for enhanced business process performance
T2 - The collectivist customers’ collaborative role for positive word-of-mouth
AU - Christofi, Michael
AU - Thrassou, Alkis
AU - Chebbi, Hela
AU - Ahmed, Zafar U.
AU - Grandhi, Balakrishna
AU - Iaia, Lea
PY - 2019/1/1
Y1 - 2019/1/1
N2 - 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.
AB - 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.
KW - Cause-related marketing
KW - Choice
KW - Collaborative role
KW - Collectivism
KW - Word of mouth
UR - http://www.scopus.com/inward/record.url?scp=85075359565&partnerID=8YFLogxK
U2 - 10.1108/BPMJ-04-2019-0146
DO - 10.1108/BPMJ-04-2019-0146
M3 - Article
AN - SCOPUS:85075359565
SN - 1463-7154
JO - Business Process Management Journal
JF - Business Process Management Journal
ER -