Consequences of Consumers’ attitude toward CRM

Cause related marketing is one of the important strategic marketing tools that organizations are adopting to support for a cause and thereby winning the minds of consumers. The purpose of the study is to identify the consequences of consumers’ attitude toward CRM. The study used CRM campaign that were real-time stimuli and respondents were exposed to the printed form of CRM campaigns that was followed by filling their responses through an online questionnaire. A theoretical model was developed and tested using Structural Equation Modelling. Results of the study suggested that consumers’ attitude toward CRM has a positive influence on purchase intention, brand loyalty, brand credibility and perceived quality. Thus, the study suggests that marketers can design effective CRM campaigns that supports social cause in relevance to the motive of the organization that would result in creating a favourable consumers’ attitude toward CRM and eventually result in attracting consumers to value the brand and also support for a good cause.