Designing and Explaining a Socially Responsible Marketing Model with Emphasis on the Retired Community in Gachsaran Oil and Gas Exploitation Company(مقاله علمی وزارت علوم)
حوزههای تخصصی:
Unlike other organizations, employees of the oil company retire at the age of 60, and their retirement is not based on 30 years of service. Therefore, they require more attention during their retirement. Accordingly, the aim of this research is to design and explain a socially responsible marketing model with an emphasis on the retired community in Gachsaran Oil and Gas Exploitation Company. The research method was mixed-exploratory, based on foundational data theory in the qualitative phase, using purposive sampling, and in the quantitative phase, using descriptive and inferential statistics and structural equations analysis. The results show that Gachsaran Oil and Gas Exploitation Company has a process that cannot be performed separately from society. Therefore, having socially responsible marketing in the company can help retirees with public services and provide a way to strengthen the motivation of employees and support the interests of the community during retirement. Thus, these organizations need managers who can determine the future path of the organization with depth, guide individuals to the determined path, and create motivation for transformation based on social marketing in employees of organizations