Objective: In a global environment of intense competition and continuous changes, companies must focus on improving their service levels and increasing customer satisfaction in order to maintain competitiveness and achieve long-term survival. The aim of this study is to determine the impact of business behavior components on company performance in the Iranian cement industry.
Method: The present study is applied in terms of purpose, descriptive-survey in terms of method, correlation in terms of relationships between variables, path analysis, and field in terms of data collection. The statistical population of the study includes all managers and experts in the cement industry, of whom 13 were first interviewed using the judgmental sampling method to determine business behavior variables, and then 33 people were selected using the simple random sampling method and research questionnaires were distributed among them. SPSS version 20 and Smart PLS version 2 statistical software were used to analyze the data. In the inferential statistics section, the structural equation modeling technique was used to test the research hypotheses.
Results: According to the findings, 9 main variables in business behavior in the Iranian cement industry were identified. According to the results, 5 hypotheses were confirmed. Behavior with the government, behavior with shareholders, behavior with the supply chain, networking behavior, and behavior with media members have a significant impact on the performance of cement companies.
Conclusions: The business behaviors identified in this study can be used as business behavioral strategies for the Iranian cement industry for industry experts in the form of a comprehensive model in managerial decision-making.