developing a model for permission marketing with an emphasis on privacy: service companies in the agriculture (sector of guilan province)

Abstract in a highly competitive environment, active businesses in the world seek to maximize their profits through more sales and newer consumer markets. but the main problem is the lack of positive responses or even receiving negative responses from most of their customers because they aren’t focused at the time or even because customers are more sensitive to the security of their personal information and consider receiving unwanted advertisements as a kind of nuisance. marketers have created many concepts to attract more customers to their messages, and although they seem complex and unusual, have many applications in the process of business success. permission marketing introduced by godin (1999) refers to direct marketing activities in that consumer satisfaction is required to contact and promote the products and services of a business to customers (via email, sm). this study was performed in 2 qualitative phases. first, by studying theoretical foundations, the most important dimensions of privacy in permission marketing were studied by the meta-analysis method. then, the research was done through a semi-structured interview with experts, senior managers, and customers. these interviews progressed to the point of saturation until no new component was mentioned. finally, the appropriate factors and models were extracted via the fdahp method.