The role of electronic customer relationship management in marketing behaviors and green environmental factors

The purpose of this research is to determine the role of electronic customer relationship management in marketing behaviors and green environmental factors. The research method is applied in terms of purpose and descriptive-survey and correlational in terms of implementation. For this purpose, in the first step, the components of the electronic customer relationship management model in marketing behaviors were identified from the theoretical literature. The result of this step was to identify 50 components in the form of six main dimensions. Data collection tools are documents and questionnaires. In the qualitative stage, the research team consists of 22 academic and organizational experts who have been selected by snowball sampling technique. In the quantitative stage, the statistical population consists of deputies, experts and employees of Golestan Gas Company. To determine the sample size based on Krejcie and Morgan table, 108 people were selected by simple random sampling method. The results showed that the six main dimensions of electronic customer relationship management include managerial factors, communication factors, electronic factors, technological factors, information factors and stimulating factors and the for main dimensions of marketing behaviors include behavioral factors, green environmental factors, marketing factors, organizational factors. The results showed that electronic customer relationship management has an effective role in marketing behaviors and green environmental factors using structural equation modeling.