The overall purpose of this study is to provide a model for creating a set of company value, customer ethical value and social ethical value with a positive marketing approach. Data is in the category of exploratory (qualitative-quantitative) research and is done in two More
The overall purpose of this study is to provide a model for creating a set of company value, customer ethical value and social ethical value with a positive marketing approach. Data is in the category of exploratory (qualitative-quantitative) research and is done in two phases. In the first phase, using the opinion of 15 experts and relying on study sources, the model framework was presented and validated. The statistical community in the second phase is the group of customers of entrepreneurial insurance services. In order to collect information and analyze the data, in the qualitative phase, the method based on data theory was used and in the quantitative phase, the method of structural equation modeling was used. Likert spectra were used. According to the results in the first and second part, social marketing has the greatest impact and role on positive marketing and positive marketing has the greatest impact and role on the value of the company.
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