چکیده:
Customer participation in new economic subjects is a valuable phenomenon that refers to social notice to commerce. In this area consumers want a good protection from the vendors, especially in e-purchasing. Companies usually have some strategies to improve customer trust feeling in electronic purchasing. In Iran, consumers are always challenging with these companies to fulfill themselves consumer needs on receiving favorable services and products, right they perform by the websites. One of these challenges is the manufactures' attitude to rights of consumers. The purpose of this research is evaluating of the companies strategies and performance in customers' rights. The method of research is descriptive-exploratory and its studied society is including 65 companies in home industries firms. The target sample was 384-persons which have been selected on the base of probabilistic sampling. The results of research indicate that the most-prior valuator measures of consumers' rights are as: manufacturing regulations at pre-purchasing stage, confidence at while-purchasing stage and packaging at post-purchasing stage. Also, the research's model showed that these measures have consistency required with the fourfold principles of relational marketing.
خلاصه ماشینی:
The results of research indicate that the most-prior valuator measures of consumers' rights are as: manufacturing regulations at pre-purchasing stage, confidence at while- purchasing stage and packaging at post-purchasing stage.
A historical look at the issue of consumer's right indicate that necessity of providing sufficient information by manufacturer and seller has become so important that not to give information is regarded as not to present commodities (De Wulf, Gabay & lacobucci, 2001).
With these interpretations, the present paper attempts to study the observance of productive commodities consumers' rights in domestic industries sector in three stages of pre-, while-, and post- purchase.
In addition, to optimize consumers' rights protection system by the studied firms, relational marketing necessities as a modern model is taken into account as a modern novel and ultimate strategies and measures to this approach are provided.
Results Q1: What are the most significant measures for evaluating the protection of the firms studied from customers' rights in e-pre-purchase stage?
This present research proceeds to propose an effective model for evaluating customer's rights in the domestic appliance companies on the base of relational marketing principles.
111 have minimum effect on the consumers' rights in the domestic appliance companies and this strategy causes the domestic appliance companies could obtain customers' satisfaction and increase their own market share, and also, it must confessed about while-purchase stage that confidence measure with effectiveness factor of 0.