Guerilla Marketing Approach on Consumer’s Purchase Intention with Presence of Mediator Variable of Satisfaction

Journal of System Management

مقاله 5، دوره 4، شماره 3 - شماره پیاپی 15، مهر 2018، صفحه 75-94

نوع مقاله: Research Paper

نویسندگان

Artimes Mahdavi Meymand¹؛ Fazlullah Kazemi^{* 2}

¹Executive Directorate, Fars Science and Research, Islamic Azad University, Shiraz, Iran Executive Management Department, Shiraz Branch, Islamic Azad University, Shiraz, Iran

²Department of Business Management, Shiraz Branch, Islamic Azad University, Shiraz, Iran

چکیده

Knowing consumer attitudes in the field of consumer behavior is a strategic capability. Therefore, the purpose of this study was to investigate the effect of non-traditional promotional tools with guerrilla marketing approach on consumer purchase intention with the mediator variable of customer satisfaction in Hooshmand Khorshid Bahrevar Company in Bushehr Province. For this purpose, a questionnaire was distributed among 175 individuals from the statistical population of the study which included all the users (owner, electrician, observer, etc.) of smart TIS buildings in Bushehr province from October 2013 to July 2016. The research method was descriptive correlational. In order to answer the questions and to investigate the research hypotheses with Smart-PLS software, structural equation analysis and path analysis using partial least squares (PLS) were used. The results showed that experiential marketing, service guarantee, and company reputation have positive and significant effects on customer satisfaction. The results showed that word of mouth marketing has no significant effect on customer satisfaction. The results also confirm the positive and significant effect of experiential marketing on word of mouth marketing. Finally, the results of the research showed that customer satisfaction increases customer’s purchase intention.

کلیدواژه‌ها

Guerilla Marketing؛ Experiential Marketing؛ Word of Mouth Marketing؛ Customer Satisfaction؛ Customer Purchase Intention