Investigating electronic customer relationship management in marketing behaviors with regard to the mediating role of social responsibility in Golestan Gas Company

Subject Areas : marketing

Nezareh Kord ¹ , parviz saeidi ² , Roohalla Samiee ³ , Samereh Shojaee ⁴

1 - Ph.D., Student in Business Management, Marketing Orientation, Aliabad Katoul Branch, Islamic Azad University, Aliabad Katoul, Iran
2 - Department of Accounting and managment ، Aliabad Katoul Branch، Islamic Azad University، Aliabad Katoul،Iran
3 - Department Management, Aliabad Katoul Branch, Islamic Azad University, Aliabad Katoul, Iran
4 - Department Management, Aliabad Katoul Branch, Islamic Azad University, Aliabad Katoul, Iran

Received: 2023-01-11 Accepted : 2023-02-20 Published : 2023-02-20

Keywords: Consumer behavior, Social Responsibility, Electronic customer relationship management, Marketing factors, Marketing Behavior,

Abstract :

The pupoose of this research is to investigate the relationship management with electronic customer in marketing behaviors regarding the mediating role of social responsibility. Delphi analysis has been used to measure electronic customer in marketing relationship management and marketing behaviors. The statistical sample in this section includes; there are 22 academic, organizational and experimental experts who were selected using the snowball technigue. Based on the results, the constituent elements of electronic Customer Management include six dimesions; Communication factors, electronic factors, technological factors, Management factors, information factors and Stimulating factors. Also marketing behaviors include four dimensions; Marketing factors, behavioral factors, organizational factors and environmental factors. Next, 108 questionnaires that were answered by the deputies, experts and employees of Golestan Gas Compani were analyzed and the results showed that there is a positive and significant relationship between electronic customer relationship management and marketing behaviors. Also, social responsibility has a mediating role in the relationship between electronic customer relationship management and Marketing behaviors.