Objective: Sustainability is a key issue facing many businesses and allows marketing professionals and researchers to explore new and relevant goals. Accordingly, the purpose of this study is to provide a model for sustainable marketing with a customer equity approach in order to improve the performance of companies operating in the detergent industry.



Methodology: This research was conducted in two parts: qualitative and quantitative. In the qualitative part, interviews with 20 managers, presidents and university professors were used as experts and grounded theory method. In a small part of the results of the qualitative part, a questionnaire was designed and then modeled by the method of structural equations. The statistical sample in the quantitative section is 373 managers and employees of companies active in detergent industry companies in Tehran and Alborz provinces.



Findings: According to the results of the qualitative section, the indicators of the research are the central phenomenon including sustainable marketing with a customer equity approach; Causal factors include environmental dimension, economic dimension and social dimension; Underlying factors include the principles of Confucius; Interfering factors include sanctions and inflation; Strategies include customer support and increasing customer well-being; Consequences include customer satisfaction, customer loyalty and company performance improving .



Conclusion: The final results showed that environmental, economic and social dimensions on strategies, ie customer support and increasing customer welfare by 0.26, ethics and commitment and the principle of benevolence, wisdom, justice and trust in strategies by 0.38, sanctions and inflation. Strategies are effective at 0.94 and strategies are effective on customer satisfaction and loyalty and improve company performance by 0.37. Therefore, it can be concluded that in order to create sustainable marketing with a customer equity approach, it is necessary to produce green products in the detergent industry that can be recycled and thus gain the trust of customers. This requires corporate social responsibility, which exists in environmental, economic and social dimensions. The company's social responsibility also increases customer confidence in the company and attracts more customers by producing green and sustainable products. Because customer satisfaction and well-being are critical to customer loyalty and improving company performance, detergent companies need to implement sustainable marketing with a customer-centric approach to increase customer confidence in the company. Also, since sustainability marketing can mean building and maintaining sustainable relationships with customers, the social environment and the natural environment, organizations, especially detergent companies, are encouraged to build loyal relationships with the customer and to attract In their view, the state of environmental sustainability should also be considered.