Marketing Science and Technology Journal
Designing the structural equation model of business behavior components Case study: Iran's cement industry
Authors
1 Associate Professor of commercial Management Department, Faculty of Management and Accounting, Allameh Tabataba’i University, Tehran, Iran
2 PHD in commercial Management, Faculty of Management and Accounting, Allameh Tabataba’i University, Tehran, Iran
Abstract
The cement industry is one of the key industries that plays an important role in the development of the country. In a global environment of intense competition and continuous change, companies must focus on improving their service levels and increasing customer satisfaction in order to maintain competitiveness and achieve long-term survival. The purpose of this research was to design the structural equation model of business behavior components in Iran's cement industry. The research method is descriptive-survey, and in terms of the relationships between variables, it is correlation of the path analysis type, and in terms of the method of collecting information, it is field and in terms of the goal, developmental-applicative. The statistical population of the research included all the managers and experts of the cement industry, firstly, 13 of them were interviewed using a judgmental sampling method to determine the variables of business behavior, and then, using a simple random sampling method, the number of 33 people was determined, and research questionnaires were distributed among them. Based on the data extracted from the questionnaire, the evaluation of the model was presented. SPSS version 20 and Smart PLS version 2 statistical software were used for data analysis. In the inferential statistics section, the statistical technique of structural equation modeling was used to test the research hypotheses. According to the findings, 9 main variables were identified in business behavior in Iran's cement industry. According to the results, 5 hypotheses were confirmed. These factors have a significant effect on the performance of cement companies.
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