This study addresses a gap in cause-related marketing (CRM) research in the hotel industry by highlighting the importance of feedback information in sustaining customer participation. Based on the information processing theory, this study investigates when and how hotels utilize feedback information as a strategic incentive to enhance customers' continued purchase intentions in CRM campaigns. Through a real-life experiment and two scenario-based experiments, the findings reveal the following: (1) Outcome value feedback (vs. action value feedback) more effectively enhances customers' continued purchase intention through self-efficacy; (2) Outcome value feedback enhances self-efficacy more when customers are engaged in an exchange relationship or when the CRM goal is ongoing; (3) No significant difference in self-efficacy is found between the two types of feedback when customers are in a communal relationship or when the CRM goal is completed. These findings can assist hotel managers in improving CRM strategies by effectively delivering feedback to customers.

中文翻译：

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释放反馈的力量：探究酒店业顾客对事业相关产品的持续购买意愿


本研究通过强调反馈信息在维持客户参与方面的重要性，弥补了酒店业因果营销 (CRM) 研究的空白。本研究基于信息处理理论，探讨酒店何时以及如何利用反馈信息作为战略激励，以增强客户在 CRM 活动中的持续购买意愿。通过现实生活实验和两个基于场景的实验，研究结果揭示了以下内容：（1）结果价值反馈（与行动价值反馈）通过自我效能更有效地增强顾客的持续购买意愿； (2)当客户处于交换关系或CRM目标持续进行时，结果价值反馈更能增强自我效能感； (3)当客户处于公共关系或CRM目标完成时，两种反馈的自我效能感没有显着差异。这些发现可以帮助酒店经理通过有效地向客户提供反馈来改进 CRM 策略。