Implications of Cause-Related Marketing in the Banking System and its Impact on Customer Loyalty to Banks

Subject Areas : Jounal of Marketing Management

Ali Valipour ¹ , Mahmoud Noraei ² , Kamyar Kavosh ³

1 - PhD Student in Marketing Management, Abhar Branch, Islamic Azad University, Abhar, Iran
2 - Assistant Professor, Department of Marketing Management, Abhar Branch, Islamic Azad University, Abhar, Iran
3 - Assistant Professor, Department of Marketing Management, Abhar Branch, Islamic Azad University, Abhar, Iran

Received: 2020-03-20 Accepted : 2020-06-27 Published : 2020-05-21

Keywords: Humanitarian Activities, Behavioral Consequences, Customer loyalty, Cause-related Marketing, Social Responsibilities,

Abstract :

Purpose: Identifying the consequences of implementing cause-related marketing in banks and its impact on customer loyalty to the banking system in the form of a conceptual model. Methodology: This research is of mixed method and has been done by two methods of phenomenology (qualitative part) and survey (in quantitative part). The statistical population is the qualitative part of the senior managers of the bank and university experts and the statistical community is the quantitative part of the customers of Keshavarzi Bank. The data of the qualitative part were analyzed by open and axial coding method with MaxQDApro12 software and the quantitative part by structural equation modeling method by SmartPLS2 software. Findings: The findings of this study not only show the different implications of Cause-related marketing and also its impact on customer loyalty. Research Limitations: This research has been done mainly in the field of Bank Keshavarzi Iran and its customers and the existing conceptual model has been developed according to the conditions of Bank Keshavarzi. Managerial Implications: This research can provide an idea for bank managers to use social responsibilities, especially cause-related marketing strategies in the banking industry and share the benefits of banking operations. Originality/Valve: Based on the research background, the cause-related marketing model in the banking system has been implemented for the first time in Iran, which in this respect is innovative.

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