Investigating the Effect of Cultural Marketing on Customers' Performance in Handicrafts of Ilam Province

Document Type : Research Paper

Authors

1 استادیار گروه مدیریت، دانشکدۀ علوم انسانی، دانشگاه حضرت معصومه (س)، قم، ایران

2 کارشناسی ارشد مدیریت بازرگانی، دانشکدۀ مدیریت و حسابداری، دانشگاه باختر، ایلام

10.22034/farhang.2022.149143

Abstract

Nowadays, due to increasing global relationships and cultural diversity, the marketing and culture debate are intertwined, and marketing messages never reach individual consumers without cultural intervention. The main purpose of this study is to investigate the effect of cultural marketing on customer performance in handicrafts of Ilam province. The present research based on the purpose is applied and in terms of research method is descriptive-survey, which is considered as a correlation in terms of relationship between variables and is based on structural equations. The statistical population also includes buyers of handicrafts in Ilam province that 384 people were selected by using simple random sampling method. Data collection tool is a standard questionnaire. The Syon Standard Questionnaire (2017) was used to measure the cultural marketing variable and the Dolani Standard Questionnaire (2017) was used to measure the customer performance variable. LISREL software was used to analyze the data. The results showed that cultural marketing has a positive and significant effect on customer performance in handicrafts of Ilam province. Also, cultural marketing has a positive and significant effect on customer satisfaction, customer loyalty and citizenship behavior in handicrafts of Ilam province.

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