How Entrepreneurial Marketing Leads to Customer Satisfaction (The Mediation Effect of Customer Value)

The current study aims to deepen the knowledge of the direct and indirect effects of entrepreneurial marketing on customer satisfaction through customer value. The statistical population of this study is food and agricultural products exporting companies participating in the 27th International Agrofood Exhibition in Tehran 2020. Finally, 259 questionnaires considering systematic random sampling methods were explored by structural equation modeling (SEM) using Smart PLS3 software. The result reveals that entrepreneurial marketing affects customer satisfaction directly and indirectly through customer value. Moreover, innovativeness, proactiveness, resource leverage, and customer orientation increase both customer value and customer satisfaction positively. However, the impact of risk-taking on both customer value and customer satisfaction is not significant. This study contributes to the theoretical ground of entrepreneurial marketing literature by providing this knowledge that which dimensions may affect satisfaction directly and indirectly through customer value.