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Designing a Model to Enhance Customer Engagement in International Markets with an Emphasis on Cultural Distance and Marketing Strategies in the Petrochemical Industry
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Mehrdad Vaziri1   , Asghar Rashnoudi2 , Fereydoun Omidi1 |
1- Department of Business Management, Arv. C., Islamic Azad University, Abadan, Iran.
2- Assistant Professor, Department of Marine Business Management, Faculty of Economics and Management, Khorramshahr University of Marine Science and Technology, Khorramshahr, Iran. |
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Abstract: (46 Views) |
The present study aims to design a model to enhance customer engagement in international markets, emphasizing the role of cultural distance and marketing strategies within the petrochemical industry. This research is applied in nature and uses an exploratory mixed-methods approach (qualitative-quantitative). In the qualitative phase, 16 petrochemical managers and experts were purposefully selected, and after interviews with industry experts, 75 indicators were identified and categorized into 15 key concepts. In the quantitative phase, using Cochran’s formula, a sample of 384 petrochemical employees was selected, and questionnaires were distributed among them. Data were analyzed using structural equation modeling and Smart PLS software. The results revealed that marketing strategy had the greatest impact on customer engagement, with a path coefficient of 0.827. Additionally, environmental factors and cultural distance were found to influence both marketing strategy and customer engagement. All research hypotheses were confirmed with 99% confidence.
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| Keywords: Customer Engagement, International Markets, Cultural Distance, Marketing Strategies. |
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Full-Text [PDF 995 kb]
(42 Downloads)
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Type of Study: Research |
Subject:
Management
Received: 2024/12/27 | Accepted: 2025/05/19 | Published: 2026/04/30
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