Presenting the model of the effect of entrepreneurial marketing dimensions on consumer behavior with the approach of structural equations in startups in the field of new technology
Subject Areas : Jounal of Marketing ManagementHAMIDEH reshadatjo 1 , amir ebrahimpour 2
1 - Associate Professor, Department of Higher Education Management, Science and Research Branch, Islamic Azad University, Tehran, Iran
2 - Master of Entrepreneurship Management - New Business, Science and Research Branch, Islamic Azad University, Tehran, Iran
Keywords: Entrepreneurial Marketing, loyalty, Trust, Startup, Satisfaction, Consumer behavior,
Abstract :
The aim of this study was to investigate the effect of entrepreneurial marketing dimensions on consumer behavior in IT area of startups. This research is applied in terms of purpose and is descriptive-survey in terms of data collection. The community surveyed are all consumers who have used the services of five startups (Linkup, Smart Forever, Pigam, Picto, and Onar). To collect information using Morgan's table to determine the sample size, 384 questionnaires were analyzed by random sampling method among sample members, distribution and information by structural equation analysis method and through plus software. All research hypotheses have been confirmed and the effect of entrepreneurial marketing dimensions (pre-eminence, risk-taking, opportunism, innovation, human resource leverage, value creation, firm's tendency to marketing, intellectual and social capital) on consumer behavior to prove Receipt. The results showed that the dimensions of entrepreneurial marketing by influencing consumer behavior, on a better understanding of the use of entrepreneurial and creative marketing among IT startups can increase satisfaction, loyalty and trust among consumers.
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Nyadzayo, M.W. & Khajehzadeh, S. (2016). “The antecedents of customer loyalty: A moderated mediation model of customer relationship management quality and brand image”, Journal of Retailing and Consumer Services, Vol. 30, PP. 262-270.
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_||_Ali, F., Kim, W.G., Li, J. & Jeon, H.M. (2016). “Make it delightful: Customers’ experience, satisfaction and loyalty in Malaysian theme parks”, Journal of Destination Marketing & Management, 1-11. https://doi.org/10.1016/j.jdmm.2016.05.003.
Al Mamuna, A.; RosliMohamad, M.; Rafi BinYaacob, M. & Mohiuddinc, M. (2018). “Intention and behavior towards green consumption among low-income households”, Journal of Environmental Management, Vol. 227(1), PP. 73-86.
Agrawal, A.J. (2016). “Why influencer marketing will explode in 2017. Forbes.com. Retrieved from https: //www. Forbes. Com /sites /ajagrawal /2016 /12 /27 / whyinfluencer -marketing- will-explode -in-2017/#5715ddb520a9.
El-Adly, M & Eid, R. (2016). “An empirical study of the relationship between shopping environment, customer perceived value, satisfaction, and loyalty in the UAE malls context”, Journal of Retailing and Consumer Services, Vol. 31, PP. 217-227.
Hisrich, D.R. & Ramadani, V. (2018). “Entrepreneurial marketing”, Cheltenham: Edward Elgar.
Hamali, S. (2015). “The effect of entrepreneurial marketing on business performance: Small garment industry in Bandung City, Indonesia”, Developing Country Studies, Vol. 5(1), PP. 24-30.
Hoque, A.S.M.M., & Awang, Z.B. (2019). “Does gender difference play moderating role in the relationship between entrepreneurial marketing and Bangladeshi SME performance?”, Accounting, Vol. 5(1), PP. 35-52.
Hoque, A.S.M.M. & Awang, Z. (2016). “The Sway of Entrepreneurial Marketing on Firm Performance: Case of Small and Medium Enterprises (SMEs) in Bangladesh”, Terengganu International Business and Economics Conference (TiBEC-V), Terengganu, Universiti Teknologi Mara (UiTM), PP. 174-194.
Jiang, H. & Zhang, Y. (2016). “An investigation of service quality, customer satisfaction and loyalty in China’s airline market”, Journal of Air Transport Management, Vol. 57, PP. 80-88.
Jogchul, P., Hangoon, L. & Chankon, K. (2014). “Corporate social responsibilities, consumer trust and corporate reputation: South Korean consumers' perspectives”, Journal of Business Research, Vol. 67(3), PP. 295-302.
Kandampully, J., Zhang, T. & Bilgihan, A. (2015). “Customer loyalty: a review and future directions with a special focus on the hospitality industry”, International Journal of Contemporary Hospitality Management, Vol. 27(3), PP. 379-414.
Kotler. P. & Amstrong, G. (2016). “Principle of marketing (Sixteenth edition Global version)”, Pearson Education. Inc., England.
Liu, Ch., Guo, Y. & Lee, Ch. (2011). “The effects of relationship quality and switching barriers on customer loyalty”, International Journal of Information Management, Vol. 5(4), PP. 71-79.
Mugambi, E.N. & Karugu, W.N. (2017). “Effect of entrepreneurial marketing on performance of real estate enterprises: A case of Optiven limited in Nairobi, Kenya”, International Academic Journal of Innovation, Leadership and Entrepreneurship, Vol. 2(1), PP. 46-70.
Morris, M., Schindehutte, M. & Laforge, R. (2002). “Entrepreneurial marketing: Construct for integrating emerging Entrepreneurship and marketing perspectives”, Journal of Marketing Theory and Practice, Vol. 10(4), PP. 1-19.
Morrish, S. & Deacon, J. (2011). “A tale of two spirits: Entrepreneurial marketing at 42 Below Vodka and Penderyn Whisky”, Journal of Small Business and Entrepreneurship, Vol. 24(1), PP. 113-124.
Nwaizugbo, I.C. & Anukam, A.I. (2014). “Assessment of entrepreneurial marketing practices among Small and Medium Scale Enterprises in Imo State Nigeria: Prospects and challenges”, Review of Contemporary Business Research, Vol. 3(1), PP. 77-98.
Nyadzayo, M.W. & Khajehzadeh, S. (2016). “The antecedents of customer loyalty: A moderated mediation model of customer relationship management quality and brand image”, Journal of Retailing and Consumer Services, Vol. 30, PP. 262-270.
Njei, Z, (2018). “Relationship between Customer Satisfaction and Customer Loyalty”, Thesis, Centria University of Applied Science, Business Management.
Kumara, V. & Denish, S. (2004). “Building and sustaining profitable customer loyalty for the 21st century”.
Whalen, P., Uslay, C., Pascal, V.J., Omura, G., McAuley, A., Kasouf, C.J. & Gilmore, A. (2016). “Anatomy of competitive advantage: Towards a contingency theory of entrepreneurial marketing”, Journal of Strategic Marketing, Vol. 24(1), PP. 5-19.