The Effect of Developed Social Support on Customer Satisfaction and Citizenship Behavior

Subject Areas : Journal of Iranian Social Development Studies

karim hamdi ¹

1 - Associate Professor, Department of Business Administration, Science and Research Branch, Islamic Azad University, Tehran, Iran

Received: 2018-10-06 Accepted : 2019-05-11 Published : 2018-12-22

Keywords: Customer Satisfaction, Citizenship Behavior, Brand, marketing, Social Support,

Abstract :

The emergence of the phenomenon of globalization and the explosion of information and, consequently, the growth of global trade and the development of technology and the Internet in the present situation provide rapid access to information and increased competition in the business environment. Companies are constantly forced to monitor the business environment, make decisions, and react quickly to the opportunities and threats they face. With the advent of emerging technologies (the Internet and the social media), it is imperative for businesses and customers to find ways to take advantage of the benefits of technology and branding. One of the effective ways to create a better and more accurate understanding of the behavior of research clients in brand communities. This research investigates the effect of social support on customer satisfaction and citizenship behavior in Golestan Business Group. This study is a descriptive (non-experimental) and correlation study Structural equation model is considered. Descriptive of the fact that the researcher is only in a position to examine the status quo The variables in the research domain have been studied and studied for this reason It is considered that the researcher expects to provide a causal model for explanation Relationship between research variables is to evaluate the model and extract the amount “The Effect of Social Support on Customer Satisfaction and Citizenship Behavior in online brand communities - a case study in Iran's food industry”, and AMOS software was used. The results of this study show that in a brand community of Iran's food industry, social protection includes support Information and emotional support to customer satisfaction and citizenship behavior are factors such as providing feedback to the company, introducing the company to others, and helping other clients.

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