Tabasi Lotfabadi, Vahideh, Karimi, Nasim, Ghasempour Ganji, Seyedeh Fatemeh. (1402). How Entrepreneurial Marketing Leads to Customer Satisfaction (The Mediation Effect of Customer Value). , 17(1), 239-257. doi: 10.22059/ijms.2023.347747.675310
Vahideh Tabasi Lotfabadi; Nasim Karimi; Seyedeh Fatemeh Ghasempour Ganji. "How Entrepreneurial Marketing Leads to Customer Satisfaction (The Mediation Effect of Customer Value)". , 17, 1, 1402, 239-257. doi: 10.22059/ijms.2023.347747.675310
Tabasi Lotfabadi, Vahideh, Karimi, Nasim, Ghasempour Ganji, Seyedeh Fatemeh. (1402). 'How Entrepreneurial Marketing Leads to Customer Satisfaction (The Mediation Effect of Customer Value)', , 17(1), pp. 239-257. doi: 10.22059/ijms.2023.347747.675310
Tabasi Lotfabadi, Vahideh, Karimi, Nasim, Ghasempour Ganji, Seyedeh Fatemeh. How Entrepreneurial Marketing Leads to Customer Satisfaction (The Mediation Effect of Customer Value). , 1402; 17(1): 239-257. doi: 10.22059/ijms.2023.347747.675310

How Entrepreneurial Marketing Leads to Customer Satisfaction (The Mediation Effect of Customer Value)

Interdisciplinary Journal of Management Studies
دوره 17، شماره 1، بهار 2024، صفحه 239-257    اصل مقاله (985.91 K)
نوع مقاله: Research Paper
شناسه دیجیتال (DOI): 10.22059/ijms.2023.347747.675310
نویسندگان
Vahideh Tabasi Lotfabadi* 1؛ Nasim Karimi2؛ Seyedeh Fatemeh Ghasempour Ganji3
1Department of Management, Tabaran Institute of Higher Education, Mashhad, Iran
2Department of Management, Faculty of Economic and Administrative Sciences, Ferdowsi University, Mashhad, Iran
3Department 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 27th International Agrofood Exhibition in Tehran 2020. Finally, 259 questionnaires considering systematic random sampling methods were explored by structural equation modeling (SEM) using Smart PLS3 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.
کلیدواژه‌ها
risk-taking؛ proactive؛ entrepreneurship marketing؛ customer satisfaction؛ perceived value
مراجع
آمار
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