The Impact of Cause-Related Marketing Strategies on Switching Intentions: An Applied Study on Private Education Service
Author(s)
Mona Abdelreheem , Mohamed A Ragheb , Passent Tantawi
Publication date 2021/6/30
Journal Open Access Library Journal
Abstract
This study investigated the relationship between the CRM strategies, brand equity, brand image, brand awareness, brand association, brand loyalty, perceived quality, and switching intentions. This research depended on the deductive approach to collecting data. The researcher used the method of survey questionnaires through simple random sampling technique to collect primary data that are used to achieve the purpose of the study, which is to study the relationship between the CRM strategies, brand equity, brand image, brand awareness, brand association, brand loyalty, perceived quality, and switching intentions of AASTMT undergraduates and postgraduate’s students. The study found there was a significant relationship between CRM Strategies and switching intentions.
