الفهرس | Only 14 pages are availabe for public view |
Abstract For the restaurant industry, Cause-related marketing is used as a marketing tool that involves partnership between a restaurant and a non-profit organization for the purpose of supporting a cause in the society. Through this partnership, restaurants either donate money or contribute with a percentage of their revenue to support a cause. This study aims to investigate the effect of CrM on customer loyalty and brand image with application on international fast food chains adopting CrM in Egypt. The study also examines the mediating role of brand image and the moderating role of price increase between CrM and customer loyalty. Two phases of research were used to achieve the aim of the study. Phase one involved conducting a series of semi-structured interviews with restaurant managers to identify CrM practices implemented among restaurant chains and to develop a list of the chains that already apply this marketing strategy across Egypt. These were found to be only seven chains. Phase two, a quantitative study, included the development of a self-administrated questionnaire and the collection and analysis of data from 702 customers of the restaurant chains identified in phase one. The study results revealed that CrM has a significant impact on both customer loyalty and brand image. Statistical analysis of quantitative data, collected during phase two, confirms a positive and significant relationship between brand image and customer loyalty. The analysis also confirms that brand image acts as a partial mediator and price increase acts as a moderator between CrM and customer loyalty. The study concludes with providing useful recommendations for restaurant managers to help effectively develop or improve their CrM programs and discusses suggestions for future research directions. |