فهرست مطالب زهرا احمدی الوار

In recent years, one emerging area of interest for researchers has been the study of deviant behaviors in marketing. The objective of this article is to provide an in-depth understanding of the progress in marketing deviant behavior studies by conducting a comprehensive review of scientific articles in this field, utilizing text-mining methodologies.

We identified a total of 103 articles spanning the period from 1997 to 2021 through searches conducted on respected databases like Science Direct, Springer, Taylor & Francis, Emerald, Pro Quest, Sage, and Scholar. These searches were conducted using keywords such as "deviant behaviors of marketing" and "Marketing Deviance." Through a multi-stage screening process involving the examination of titles, abstracts, and keywords, our research team identified and selected a total of 72 articles pertinent to the subject of deviant behaviors in marketing for further text-mining analysis. Then, pre-processing of data was performed, and using cluster analysis, 6 optimal clusters were obtained according to Davies Bouldin index. Using the multi-attribute decision-making technique (SAW: Simple Additive Weighting), the most important roots were ranked in each cluster. Data were analyzed by RapidMiner and Matlab software.

The findings revealed a growing interest in researching deviant behaviors in marketing, particularly in recent years. The analysis generated clusters of topics, including Job and Corporate Identity, Customer Orientation and Service Orientation, Consumer Behavior, Sales States and Behaviors, Marketing Interactions, and Neutralization Techniques. It is predicted that in the future years, research on marketing deviant behaviors will increase, and continue its upward and increasing trend. The analysis of the paper trends indicates that between 1997 and 2013, the majority of articles primarily emphasized the significance of consumer behavior in the context of marketing deviant behaviors. Considering that marketing deviant behaviors have a notable impact on consumer behaviors, and consumers possess the potential to influence other customers, communities, and businesses, many researchers have previously introduced the concepts of marketing deviant behaviors and their effects on various aspects of consumer behavior. The observed trend underscores the prevalence of deviant behaviors within the marketing domain. This trend has evolved from initially introducing consumer behavior in marketing, shifting towards customer orientation and service orientation, and ultimately making its most significant contribution to the understanding of sales states and behaviors. Given this trend, we can predict the future path of marketing deviant behaviors toward the investigation of sales states and behaviors.

This study highlights marketing deviant behaviors' categories and orientations and provides a roadmap for future inquiry on marketing deviant behaviors. Marketing deviant behaviors need to be properly managed by the organizations and managers. This study offers insight to managers by clustering techniques about the trend of marketing deviant behavior research. By recognizing the contexts and major aspects of deviant behaviors in the organization, managers can take better and more effective steps to control and manage these behaviors.

The purpose of this study is to highlight the concept of organizational deviant behavior by reviewing previous studies and understanding the dynamics of these behaviors. It also wants to provide a comprehensive picture of this trend and provide a valuable insight into the status and aspects of research on deviant behaviors in Iran and help to guide future research to cover existing research gaps in this field.

By Meta-Synthesis approach, a combination of the findings of the quantitative and the qualitative studies was used to design the final pattern.Accordingly,90 studies in the field of organizational deviant behaviors, related to the objectives of the present study were reviewed using the seven-stage model of Sandelowski and Barroso(2007).By content analysis of these articles, and summarizing, combining and interpreting their findings, the relevant dimensions and codes were extracted to provide a comprehensive, new and original picture of organizational deviant behaviors by developing a new model based on antecedents.

By the pattern of deviant behaviors 279indicators in the framework of 26 themes and 4 main dimensions were identified. The proposed model has the main dimensions of individual, organizational, Environmental factors, and the central phenomenon. In this research, Organizational factors with15 themes and157 indicators have the greatest extent.

Limitations:

 Deviant behaviors are conceptually broad. Some articles are relevant in terms of Main text and irrelevant in terms of title and keywords. Therefore, not all articles may be reviewed.

Practical Consequences: 

Introducing the antecedents of deviant behaviors in Iranian Organizations.

Innovation: 

Organizational deviant behaviors have been studied in most studies in the form of Robinson and Bennett classification. The present study examines these behaviors with a close look and provides a new classification of these behaviors and a comprehensive model of its antecedents in the country.Paper Type: Research Article

The purpose of this study was to highlight the concept of organizational deviant behavior by investigating the previous studies, presenting a comprehensive image of this process, providing a valuable insight about the status of deviant behavior research in Iran, and guiding future studies in order to fill the existing gaps in this arena. Using metasynthesis method, the findings of the quantitative and qualitative methods were combined and the final model was designed. To this end, the content of 95 studies on organizational deviant behaviors was studied through Sandelowski and Barroso’s (2007) seven-step model. Then, by compiling, combining, and interpreting the findings of those studies, the related dimensions and codes were extracted and used to develop a new model based on the consequences in order to provide a new and comprehensive image of organizational deviant behaviors. The deviant behavior model of this study identified 118 indices in the form of 13 secondary and 5 primary dimensions. The primary dimensions of the model are self-destruction, destruction of colleagues, destruction of managers, destruction of organization, and phenomenalism. Organizational deviant behaviors in most studies have been investigated as the dependent variable using Robinson and Bennett classification. The study at hand precisely examined these behaviors, gave in a new classification of these behaviors, and provided a comprehensive model of their consequences in Iran.

Customer performance is an important factor in achieving the competitive advantage for companies and is affected by various factors. Customer performance is drawing a clear picture of the diverse needs and wants of customers that increase through communication with customers. It includes attracting new customers, retaining existing customers, and increasing customer satisfaction and loyalty. This study aims to investigate the effect of organizational culture on customer performance with emphasis on the role of business intelligence. Variables such as knowledge management, organizational learning, systems thinking, organizational open-mindedness, and customer relationship management have also been examined.

The present study is applied in nature and is a descriptive survey in terms of purpose and data collection. It is conducted using the mixed-method (qualitative and quantitative). In this study, a two-stage exploration plan has been used. This design is used when the researcher needs to develop such a tool due to the lack of research tools. The researcher first examines the research topic qualitatively with several participants, then uses qualitative findings as a guide for compiling questions and scales of the quantitative survey tools. In the second stage of data collection, the researcher implements and validates these tools in a quantitative way. The statistical population for the qualitative part of the study includes university professors familiar with the subject (Has related scientific, research, and experimental records). The statistical population for the quantitative part of the study includes the customers and personnel of the insurance units of Iran, Asia, Dana, and Alborz branches in Tehran. The sampling method is random disproportionate classification. An interview guide and a questionnaire was used for collecting qualitative and quantitative data respectively. The face and content validity of the questionnaire was confirmed by experts, and its convergence validity was confirmed by the statistical methods. The questionnaire’s construct validity was assessed using confirmatory factor analysis. The reliability of the questionnaire was assessed using Cronbach's alpha coefficient. Four criteria have been used to assure the quality of the reserach. Researchers have been involved with the topic for a long time, the data was reviewed and controlled by colleagues and participants [Credibility]; The environment and participants, and the study data were described in detail at the data collection stage [transferability]; All stages of activities such as research findings and how to interpret them have recorded [Confirmability]; All interviews were recorded, and written copies were made, data and methods were documented by the researchers [Dependability]. The two-coder intra-subject agreement method was used to ensure more reliability. Content analysis was used for data analysis. Data was analyzed by PLS and SPSS softwares.

According to the results of the interviews, three components were identified to measure the organizational open-mindedness variable, including exchange of knowledge and skills, clarification, and no prejudice (Impartiality). The present research findings indicate that Organizational culture influences customer performance through business intelligence and other mediating variables. Organizational culture affects knowledge management, organizational learning, and business intelligence. Knowledge management affects organizational learning, systems thinking, business intelligence, and customer relationship management. Organizational learning affects systems thinking, organizational open-mindedness, and customer relationship management. Systems thinking affects customer relationship management and business intelligence. Organizational open-mindedness affects business intelligence. Business intelligence affects customer relationship management and customer performance. Customer relationship management affects customer performance. Nevertheless, the effect of knowledge management on organizational open-mindedness, the effect of organizational learning on business intelligence, and the effect of organizational open-mindedness on customer relationship management were rejected.

Organizations, especially service organizations, should pay special attention to organizational culture. Competitive conditions are constantly changing, changes occur quickly, and the needs and wants of customers are affected and changed. If the company fails to adapt to the changing conditions of competition, it will be doomed to failure. Therefore, customer orientation must be institutionalized in the culture of the organization and be understood by all employees. In general, it can be said that the stronger an organization has a learning culture and its employees are more learning and better able to face competitive conditions, the more successful it is in communicating with customers and can get a better knowledge of customers, identify their needs faster and perform better in gaining a competitive advantage.

Brand and Brand Identity is an important factor in achieving competitive advantage. Various factors, including brand schizophrenia (brand multiple personality) can turn this advantage into a risk. The purpose of this study is to identify the antecedents and consequences of brand schizophrenia. The present study is applied in nature and is a descriptive survey in terms of purpose and data collection. It is conducted based on a mixed method (qualitative and quantitative) in which the exploratory approach are implemented. In this research, a two-stage exploration plan has been used. This design is used when the researcher needs to develop such a tool due to the lack of research tools. The statistical population for the qualitative part of the study includes university professors familiar with the subject. The statistical population for the quantitative part of the study includes is the customers and personnel of the Iran Khodro of Agencies and Factory in semnan. The device of collecting data is for the qualitative part, the interview and in the quantitative part, questionnaire. Data were analyzed by PLS and SPSS soft ware's. The results showed that three factors of inappropriate management of brand portfolio, lack of institutionalizing brand identity in organizational culture, and instability of brand identity as antecedents and three factors of poor brand image, Lack of brand loyalty and lack of brand trust were identified as the consequences of Brand schizophrenia.

As a subset of organizational culture, emotional culture represents the emotional environment of an organization. The purpose of this study was to investigate the role of creating a positive emotional culture (by considering the effect of internal communication) on customer citizenship behavior with an emphasis on the role of organizational citizenship behavior. The present research was applied in terms of purpose and correlational, descriptive-survey in terms of data collection method. The research population included all 150 employees of Mellat bank in Semnan city and its countless employees. The data collection instrument was a questionnaire. The data were analyzed using structural equation modeling. The findings of the present research indicated that symmetrical communication and responsive leadership communication cultivated a positive emotional culture in organizations. Such a culture then fostered organizational citizenship behavior. In addition, symmetrical communication, responsive leadership communication, and positive emotional culture influenced organizational citizenship behavior. Finally, it was found that organizational citizenship behavior positively affected customer satisfaction, brand equity, and customer citizenship behavior.

The present research was done to investigate the relationship between sales culture and customer’s perceived value in banks of Poledokhtar. The data of the study, which is correlative and operational in nature, were collected by a descriptive- surveying method. The research population included the employees and customers of the private and governmental banks in Poledokhtar city. The employees were 141 and the customers were unlimited in number. All the employees were selected to participate in the study. Also, 384 customers were selected by Cochrane formula as the research sample. Data collection was done by means of a questionnaire whose face validity and content validity were confirmed by experts, and its structure and convergence validity was confirmed by statistical methods. The reliability of the questionnaire was assessed through its construct validity using confirmatory factor analysis and Cronbach's alpha coefficient. The value of this coefficient for the variable sales culture was found to be 0.945, and 0.911 for the perceived value. The data were analyzed with the benefit of structural equation modeling. The findings of the research indicated that there is a direct and significant relationship between sales culture and customer’s perceived value. Also, there is a direct and significant relationship between all the six dimensions of sales culture and customer’s perceived value.

The present research is conducted to investigate the relationship between sales culture and customers’ perceived value and customers’ performance. The present research is operational in nature and regarding data collection procedure is considered as descriptive - correlative survey study. Research population of this research includes all the employees and customers of banks in Pledokhtar city. The number of employee participants is 141 and there is no limit for the number of customers. All the employees were selected as case study and also 384 cases of customers were selected based on random category sampling using Cochrane formula. The data were collected using questionnaire whose face and content validity were confirmed by the experts and convergence validity was approved using statistical analysis. The reliability of the questionnaire was assessed through construct validity using confirmatory factor analysis and Cronbach's alpha coefficient index. The data were analyzed using Lisrel and SPSS software. The findings of the present research indicated that there is a positive and significant relationship between sales culture and customers’ perceived value and performance. In addition, there is a positive and significant relationship between all 6 dimensions of sales culture and customers’ perceived value and performance.

The present research is conducted to investigate the relationship between Customer Perceived Value and Customer performance in banks of Poledokhtar. The present research is operational and its data were collected by descriptive- surveying method and also it is a correlative study. Research population of the present research is including all customers of banks in Poledokhtar city that are unlimited. 384 cases of customers were selected Category Randomly as research sample by Cochrane formula. The device of collecting data is questionnaire that Face and content validity was confirmed by relate experts, and construct and convergence validity was confirmed by the statistical methods. The reliability of the questionnaire through construct validity was assessed using confirmatory factor analysis and Cronbach's alpha coefficient. The value of this coefficient is 0.911 and for the customer performance questionnaire is 0.918. Data were analyzed by Lisrel and SPSS softwares. The findings of the present research indicated that there is a direct, Positive and significant relationship between Customer Perceived Value with customer performance. Also there is a direct, Positive and significant relationship between Customer Perceived Value with all 6 dimensions of customer performance.