Consideration of Consumer Protection Measurements in the E-Vendors Performance System (As a new Social Responsibilities of Iranian Companies)

Customer participation in new economic subjects is a valuable phenomenon that refers to social notice to commerce. In this area consumers want a good protection from the vendors, especially in e-purchasing. Companies usually have some strategies to improve customer trust feeling in electronic purchasing. In Iran, consumers are always challenging with these companies to fulfill themselves consumer needs on receiving favorable services and products, right they perform by the websites. One of these challenges is the manufacture's attitude to rights of consumers. The purpose of this research is evaluating of the companies strategies and performance in customer's rights. The method of research is descriptive-exploratory and its studied society is including 65 companies in home industries firms. The target sample was 384-persons which have been selected on the base of probabilistic sampling. The results of research indicate that the most-prior valuator measures of consumer's rights are as: manufacturing regulations at pre-purchasing stage, confidence at while-purchasing stage and packaging at post-purchasing stage. Also, the research's model showed that these measures have consistency required with the fourfold principles of relational marketing.