عنوان مقاله [English]
The present research was conducted with the aim of investigating the effect of ethical virtues of marketing on internet marketing and relational marketing in food customers of Kale, Hamadan city. The method used in this research is descriptive-survey method and applied in terms of purpose and from the field branch. The statistical population under study is the food customers of Kale city of Hamedan, whose number is unlimited. Using Cochran's sample size formula, 384 people were selected as a sample by simple random sampling. In this research, the standard questionnaires of Zaman Yad marketing ethical virtues (2015), Babaei internet marketing (2012) and Negi and Katma relational marketing (2013) were used. In order to check the reliability of the questionnaires, Cronbach's alpha was calculated, which indicated the satisfactory reliability of the questionnaires. In order to analyze the data, descriptive statistics including: mean, standard deviation, minimum and maximum score, and structural equations were used in the inferential statistics section using SPSS version 21 and PLS3 software. The results indicate that the ethical virtues of marketing have a positive and direct effect on internet marketing and relational marketing in food customers of Kale city of Hamedan.