Title: Investigating of the causal relationship among Relational Selling Behaviours, Cause-Related Marketing and Consumer Value in the resort hotel

Authors: Tser-Yieth Chen, Wei-Nown Sung, Kuang-Cheng Chen, Ghi-Hsun Liang

Addresses: Department of International Business, National Dong Hwa University, No. 1, Sec.2, Da-Hsueh Rd. Shou-feng, Hualien, 97401, Taiwan, ROC. ' Department of International Business, National Dong Hwa University, No. 1, Sec.2, Da-Hsueh Rd. Shou-feng, Hualien, 97401, Taiwan, ROC. ' Department of International Business, National Dong Hwa University, No. 1, Sec.2, Da-Hsueh Rd. Shou-feng, Hualien, 97401, Taiwan, ROC. ' Department of International Business, National Dong Hwa University, No. 1, Sec.2, Da-Hsueh Rd. Shou-feng, Hualien, 97401, Taiwan, ROC

Abstract: This study adopts the concept of customer relationship management to investigate the cause and effect among Relational Selling Behaviour (RSB), Cause-Related Marketing (CRM), and Service Quality (SQ) and Brand Image (BI), and then explores the influence of SQ and BI on Consumer Value (CV). This study takes a resort hotel in Hualien County as a case study. Empirical results verify that the positive relationships are existent among the targeted hypothesis. The results of this study indicate that relational selling behaviour can build up SQ, and SQ can improve CV.

Keywords: customer relationship management; CRM; relational selling behaviour; cause-related marketing; service quality; brand image; consumer value; causal relationships; tourist resorts; hotels; tourism; Taiwan.

DOI: 10.1504/IJECRM.2008.018811

International Journal of Electronic Customer Relationship Management, 2008 Vol.1 No.4, pp.402 - 420

Published online: 18 Jun 2008 *

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