Effect of Inbound Marketing Factors on Marketing Performance: The Case of Restaurant and Catering Industry in Rasht with an Emphasis on Restaurants with Gilaki Names

Mehdi Mohammadi Kouchesfahani, Mohammad Jalili and Mahmoud Noraei

International Journal of Agricultural Management and Development (IJAMAD), 2019, vol. 09, issue 4

Abstract: The present study explores the effect of inbound marketing factors on marketing performance. The statistical population was composed of all customers of six restaurants with Gilaki names in Rasht, which are active in cyberspace. A total of 400 individuals were selected by convenience sampling. The standard scales included visibility management, active listening, community building, word-of-mouth (WOM) intention, and purchase intention. Data were analyzed by structural equations modeling in AMOS (ver. 24) software package. The coefficient of determination for the dependent variables showed that active listening, community building, visibility management and WOM intention could account for 49 percent of the variance of customer purchase intention. Also, active listening, community building, and visibility management captured 28 percent of the variance of customer WOM intention. Therefore, it can be concluded that the active presence of restaurants in cyberspace is directly related to customer WOM and purchase intention and attention to inbound marketing tools will play a key role in the viability of their business.

Keywords: Marketing (search for similar items in EconPapers)
Date: 2019
References: Add references at CitEc
Citations:

Downloads: (external link)
https://ageconsearch.umn.edu/record/301189/files/Paper%206.pdf (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:ags:ijamad:301189

DOI: 10.22004/ag.econ.301189

Access Statistics for this article

More articles in International Journal of Agricultural Management and Development (IJAMAD) from Iranian Association of Agricultural Economics Contact information at EDIRC.
Bibliographic data for series maintained by AgEcon Search ().