How Entrepreneurial Marketing Leads to Customer Satisfaction (The Mediation Effect of Customer Value)
- سال انتشار: 1403
- محل انتشار: مجله ایرانی مطالعات مدیریت، دوره: 17، شماره: 1
- کد COI اختصاصی: JR_JIJMS-17-1_014
- زبان مقاله: انگلیسی
- تعداد مشاهده: 53
نویسندگان
Department of Management, Tabaran Institute of Higher Education, Mashhad, Iran
Department of Management, Faculty of Economic and Administrative Sciences, Ferdowsi University, Mashhad, Iran
Seyedeh Fatemeh Ghasempour Ganji
Department of Management, Faculty of Industrial Engineering and Management, Shahrood University of Technology, Shahrood, Iran
چکیده
The current study aims to deepen the knowledge of the direct and indirect effects of entrepreneurial marketing on customer satisfaction through customer value. The statistical population of this study is food and agricultural products exporting companies participating in the ۲۷th International Agrofood Exhibition in Tehran ۲۰۲۰. Finally, ۲۵۹ questionnaires considering systematic random sampling methods were explored by structural equation modeling (SEM) using Smart PLS۳ software. The result reveals that entrepreneurial marketing affects customer satisfaction directly and indirectly through customer value. Moreover, innovativeness, pro-activeness, resource leverage, and customer orientation increase both customer value and customer satisfaction positively. However, the impact of risk-taking on both customer value and customer satisfaction is not significant. This study contributes to the theoretical ground of entrepreneurial marketing literature by providing this knowledge that which dimensions may affect satisfaction directly and indirectly through customer value.کلیدواژه ها
Risk-taking, proactive, Entrepreneurship marketing, Customer Satisfaction, Perceived valueاطلاعات بیشتر در مورد COI
COI مخفف عبارت CIVILICA Object Identifier به معنی شناسه سیویلیکا برای اسناد است. COI کدی است که مطابق محل انتشار، به مقالات کنفرانسها و ژورنالهای داخل کشور به هنگام نمایه سازی بر روی پایگاه استنادی سیویلیکا اختصاص می یابد.
کد COI به مفهوم کد ملی اسناد نمایه شده در سیویلیکا است و کدی یکتا و ثابت است و به همین دلیل همواره قابلیت استناد و پیگیری دارد.