Investigating the Effect of Customer Relationship Management and Entrepreneurial Marketing on Customer Satisfaction with the Mediating Role of Internal Marketing (Case Study: Majid Sports Brand)

Document Type : Original Article

Authors

1 PhD Student in Sports Management, Department of Sports Management, Islamic Azad University, North Tehran Branch, Tehran, Iran.

2 Assistant Professor, Department of Sports Management, Islamic Azad University, North Tehran Branch, Tehran, Iran

3 PhD Student in Sports Management, Islamic Azad University, Central Branch of Tehran, Tehran, Iran.

10.48301/kssa.2022.298846.1661

Abstract

The purpose of this study was to investigate the effect of customer relationship management and entrepreneurial marketing on customer satisfaction with the mediating role of internal marketing (case study: Majid Sports Brand). This research was applied in terms of purpose and descriptive-correlational in terms of method. In the present study, the statistical population comprised of the customers of Majid Sports Brand products, in which 370 people were selected as the research sample and by available sampling method and voluntarily. In addition, to evaluate customer relationship management, the questionnaire of Yu et al. (2010) was used and to measure entrepreneurial marketing, Butcher et al.’s (2012) questionnaire was used. Ganrans Questionnaire (2008) was also used to measure internal marketing, and finally Chow et al.’s (2003) questionnaire was used to measure customer satisfaction. Confirmatory factor analysis and investigating the effects and mediating role of the research at an error level of 5% using SPSS 25 and Smart PLS 3.2.9 softwares. The results showed that customer relationship management, entrepreneurial marketing and internal marketing affect customer satisfaction, and that customer relationship management marketing with entrepreneurial marketing has an impact on internal marketing. The mediating role of internal marketing in relation to the impact of entrepreneurial marketing and customer relationship management on customer satisfaction was also confirmed. According to the obtained results, it can be concluded that in order to satisfy the customer, an appropriate relationship should be established and with relationship management, the customer can be satisfied and also with entrepreneurial marketing, a job can be created, which will also lead to customer satisfaction.

Keywords

Main Subjects

References

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Karafan Quarterly Scientific Journal
Volume 19, Issue 2 - Serial Number 58
Humanities
October 2022
Pages 359-379

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History

  • Receive Date: 24 September 2021
  • Revise Date: 20 November 2021
  • Accept Date: 03 January 2022

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