Investigating the Effect of Customer Relationship Management and Entrepreneurial Marketing on Customer Satisfaction with the Mediating Role of Internal Marketing (Case Study: Majid Sports Brand)
Message:
Article Type:
Case Study (دارای رتبه معتبر)
Abstract:

The purpose of this study was to investigate the effect of customer relationship management and entrepreneurial marketing on customer satisfaction with the mediating role of internal marketing (case study: Majid Sports Brand). This research was applied in terms of purpose and descriptive-correlational in terms of method. In the present study, the statistical population comprised of the customers of Majid Sports Brand products, in which 370 people were selected as the research sample and by available sampling method and voluntarily. In addition, to evaluate customer relationship management, the questionnaire of Yu et al. (2010) was used and to measure entrepreneurial marketing, Butcher et al.’s (2012) questionnaire was used. Ganrans Questionnaire (2008) was also used to measure internal marketing, and finally Chow et al.’s (2003) questionnaire was used to measure customer satisfaction. Confirmatory factor analysis and investigating the effects and mediating role of the research at an error level of 5% using SPSS 25 and Smart PLS 3.2.9 softwares. The results showed that customer relationship management, entrepreneurial marketing and internal marketing affect customer satisfaction, and that customer relationship management marketing with entrepreneurial marketing has an impact on internal marketing. The mediating role of internal marketing in relation to the impact of entrepreneurial marketing and customer relationship management on customer satisfaction was also confirmed. According to the obtained results, it can be concluded that in order to satisfy the customer, an appropriate relationship should be established and with relationship management, the customer can be satisfied and also with entrepreneurial marketing, a job can be created, which will also lead to customer satisfaction.

Language:
Persian
Published:
Pages:
359 to 379
magiran.com/p2536358  
دانلود و مطالعه متن این مقاله با یکی از روشهای زیر امکان پذیر است:
اشتراک شخصی
با عضویت و پرداخت آنلاین حق اشتراک یک‌ساله به مبلغ 990,000ريال می‌توانید 70 عنوان مطلب دانلود کنید!
اشتراک سازمانی
به کتابخانه دانشگاه یا محل کار خود پیشنهاد کنید تا اشتراک سازمانی این پایگاه را برای دسترسی نامحدود همه کاربران به متن مطالب تهیه نمایند!
توجه!
  • حق عضویت دریافتی صرف حمایت از نشریات عضو و نگهداری، تکمیل و توسعه مگیران می‌شود.
  • پرداخت حق اشتراک و دانلود مقالات اجازه بازنشر آن در سایر رسانه‌های چاپی و دیجیتال را به کاربر نمی‌دهد.
دسترسی سراسری کاربران دانشگاه پیام نور!
اعضای هیئت علمی و دانشجویان دانشگاه پیام نور در سراسر کشور، در صورت ثبت نام با ایمیل دانشگاهی، تا پایان فروردین ماه 1403 به مقالات سایت دسترسی خواهند داشت!
In order to view content subscription is required

Personal subscription
Subscribe magiran.com for 50 € euros via PayPal and download 70 articles during a year.
Organization subscription
Please contact us to subscribe your university or library for unlimited access!