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Authors
Affiliations
1 Islamic Azad University of Urmia, IR
2 Department of Management, Islamic Azad University of Urmia, IR
Source
Asian Journal of Management, Vol 7, No 2 (2016), Pagination: 87-96
Abstract
This study tries to analyze the effect of green marketing on satisfaction and loyalty and willingness to positive oral advertising of clients. The study is applied in terms of aim and descriptive-research field study in terms of data collection and research consisted of all customers of cooperative organization of Urmia. Due to unlimited number of population, the sample size calculations were used in infinite mode of society. The number of samples was calculated by Cochran formula as 384. Simple random sampling method and data collection tool using a researcher developed questionnaire to take advantage of a standardized questionnaire based on the Likert scale were used. Descriptive and inferential statistical methods and Structural Equation Modeling and Smart P.L.S software version 2 have been used in order to test the hypotheses of this research. The results suggest that green marketing is effective on customer satisfaction and loyalty and willingness to positive oral Advertising.
Keywords
Green Marketing, Customer Satisfaction, Customer Loyalty, Oral Advertising (Word of Mouth), Consumer Cooperatives.
