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

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  • Mehdi Mohammadi Kouchesfahani1,
  • Mohammad Jalili*2,
  • Mahmoud Noraei3,
  1. PhD Candidate in Business Management-Marketing, Abhar Branch, Islamic Azad University, Abhar, Iran
  2. Associate Professor, Department of Management, Abhar Branch, Islamic Azad University, Abhar, Iran
  3. Assistant Professor, Department of Management, Abhar Branch, Islamic Azad University, Abhar, Iran
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Received: 07/08/2018

Revised: 08/08/2018

Accepted: 08/28/2018

Published in Issue 12/01/2019

How to Cite

Mohammadi Kouchesfahani, M. ., Jalili, M. ., & Noraei, M. . (2019). 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. International Journal of Agricultural Management and Development, 9(4), 363-378. https://oiccpress.com/ijamad/article/view/6974

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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

  • word-of-mouth,
  • community building,
  • active listening,
  • visibility management,
  • Inbound marketing,
  • purchase intention
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