THE IMPACT OF CAUSE RELATED MARKETING ON CUSTOMER LOYALTY: A CASE STUDY ON CAUSE FIT AND SWITCHING BARRIERS FOR RETAIL BANKS
Brian R. Hoyt Todd McCullough Erica Callihan Ashley Van Bibber Ohio University ABSTRACT This case study was designed to examine the impact cause-fit has on switching barriers as a measure of customer loyalty. The case study used survey results from 320 respondents measuring the relationship between CRM efforts of the retail community banking sector and […]
