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Identify the Factors Affecting the Behavioral Intentions of Customers Based on Organizational Ethics and Social Responsibility
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Abstract: (1595 Views) |
Background: Customer behavioral intentions are customers' perceptions of service providers in terms of service delivery. The main purpose of this study was to identify the factors affecting the behavioral intentions of customers based on organizational ethics and social responsibility in the cosmetics industry.
Method: A mixed research approach was used to conduct the research. In the qualitative part of the research community, all experts and marketing experts who had experience in the cosmetics industry were selected using purposive sampling of 15 experts as a sample. The interview tool was unstructured. In order to analyze the findings obtained from the qualitative interview, the method of inductive content analysis based on coding was used. In a small part of the statistical population, all customers were cosmetic brands such as: Dior brand, Chanel brand, Stiloder brand, Guerlin brand, Clarins brand, Clinic brand in Tehran, which were selected as a sample by random sampling method of 251 people. The questionnaire was made by a researcher. Exploratory factor analysis and one-sample t-test were used to analyze the quantitative data.
Results: In the qualitative part, the findings of the interview analysis included 38 concepts that were divided into 5 main categories. The results of the quantitative section showed that in all five factors of the qualitative section there is a significant difference at the significance level of 0.000 (p-value = 0.00 <a =% 1). Therefore, all five factors are effective for customers' behavioral intentions and should be considered in organizational ethics and social responsibility.
Conclusion: The results showed that the factors affecting customer behavioral intentions based on organizational ethics and social responsibility in the cosmetics industry are: 1- Ethical relationships with customers 2- Dynamics 3- Organizational support 4- Marketing and analysis Market and 5-. Customer Orientation.
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| Keywords: Behavioral intentions, Ethics, Responsibility, Organizational social responsibility |
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Full-Text [PDF 421 kb]
(372 Downloads)
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Type of Study: Research |
Subject:
Special
Received: 2022/03/1 | Accepted: 2022/04/26 | Published: 2022/08/4
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