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Morteza Mohammadi,Tahmoores Sohrabi 대한산업공학회 2018 Industrial Engineeering & Management Systems Vol.17 No.4
In the business environment, technological change, information technology and new business practices are increasing. The customer is considered as a valuable asset. So, customer orientation and customer preservation are considered as astrategy for creating competitive advantage. Organizations will be successful only if they satisfy their customers. Therefore, this research aims to achieve a mechanism adapted to new e-commerce methods to investigate the effect ofmarketing mix elements on customer satisfaction with the presence of the mediating variable of electronic customerrelationship management. The present research is an applied study conducted with using the descriptive-correlationalmethod. The sample size is 384 people from all of the customers who referred to the active electronic stores in thetime period of collecting the research data and purchased their products. The tools used in this research were standardmarketing mix questionnaire, customer satisfaction questionnaire, and standard customer relationship managementelectronic questionnaire. The reliability of them by Cronbach’s alpha was 0.82, 0.83 and 0.92, respectively. Confirmatoryfactor analysis method was used for investigating the validity. The data were analyzed by using Pearson correlationand structural equation modeling. The results showed that the marketing mix elements have a positive and significanteffect on customer satisfaction with the presence of intermediary variable of customer relationship management. This can maintain customers, satisfy them, and attract new customers.
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