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Exploring Factors Influencing Business Continuity Marketing in the Gas Industry Under Uncertain Conditions
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Mahdi Yousefi1   , Fereshteh Lotfizadeh 2, Hamid Saeedi3 , Mohammad Hassan Behzadi4 |
1- PhD student, Department of Business Administration, U.A.E Branch, Islamic Azad University, Dubai, United Arab Emirates
2- Assistant Professo, Department of Business Management, Zanjan University, Islamic Azad University, Zanjan, Iran , Lotfizadeh1981@gmail.com
3- Assistant Professor, Department of Business Management, Faculty of Management and Economics, Shahre Rey Branch, Islamic Azad University, Tehran, Iran
4- Associated Professor, Department of Statistics, Science and Research Branch, Islamic Azad University, Tehran, Iran |
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Abstract: (150 Views) |
The present study aims to investigate the factors influencing business continuity marketing under conditions of uncertainty in the gas industry. Criteria such as factor loadings using the value of 0.4, Cronbach's alpha, and R2 and Q2 criteria were utilized. Then, using t-statistics and path coefficients, the impact of the variables under investigation on business continuity under conditions of uncertainty was analyzed. Due to the indefinite and unlimited number of members in the population, 384 individuals were determined using the Cochran formula. The results of this research indicate that the ability to finance infrastructure, specialized personnel, and business environmental requirements have a positive and significant impact on business continuity under conditions of uncertainty in the gas industry. Among the variables studied, the ability to finance infrastructure had the highest impact with a path coefficient of 0.437.
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| Keywords: Ability to Finance Fnfrastructure, Personnel and Specialized Human Resources, Requirements of the Business Environment, Business Continuity |
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Full-Text [PDF 505 kb]
(64 Downloads)
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Type of Study: Research |
Subject:
Management
Received: 2023/12/8 | Accepted: 2024/03/10 | Published: 2024/10/31
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