Transactions on Data Analysis in Social Science

Transactions on Data Analysis in Social Science

Investigating the Effect of Network Marketing on Customer`s Satisfaction in Manufacturing Companies accepted in Tehran Stock Exchange

Document Type : Original Article

Authors
Department of Commerce, Firoozkooh, Islamic Azad University, Firoozkooh, Iran
Abstract
Marketing plays a pivotal role in the success of e-commerce. Without effective marketing strategies, even the highest-quality products may remain unprofitable, and superior services may fail to attract customers. The present study adopts an applied purpose and employs a descriptive-survey design for data collection. The statistical population comprises experts from manufacturing companies listed on the Tehran Stock Exchange. Using a simple random sampling method, 385 experts were selected as the study sample. Data analysis was conducted using confirmatory factor analysis (CFA) and structural equation modeling (SEM) based on the partial least squares (PLS) approach. The findings revealed that network marketing has a significant positive impact on customer satisfaction and service delivery speed among manufacturing companies listed on the Tehran Stock Exchange.
Keywords

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Volume 1, Issue 1
Winter 2019
Pages 1-9

  • Receive Date 29 October 2018
  • Revise Date 04 November 2018
  • Accept Date 11 February 2019