فصلنامه تحقیقات بازاریابی نوین
سال هشتم شماره 4 (پیاپی 31، زمستان 1397)

Due to increasing competition among banks, in order to attract new customers, understanding and predicting their behaviors are very critical. In order to analyze customer behavior, it is necessary to identify customers, distinguish between them, and recognize more valuable customers. To distinguish among customers, segmentation concepts are used. A new issue that has recently been raised in customer segmentation is considering dynamic behavior of customers. Based on the developments in IT, offering new banking services and the banks competitions to increase market share as well as the psychological and environmental factors the dynamics of customers’ behavior should be considered over time. Transferring customers to different sectors over time and discovering the dominant models in their displacements between sectors are one of the important topics in this context.  Therefore, this article aims to identify the behavioral clusters, the dominant patterns of displacement, and the leading characteristics and patterns of customer displacements with a focus on the customer dynamics behavior of Ansar Bank. To this end, customers have been clustered and tagged in each of the time periods using the RFM variable. By sticking labels at each interval, the transmission patterns are obtained for the customer's behavior. Then, with the help of combination method clustering and association rules, patterns of behavior have been analyzed. Based on the results, four clusters of behaviors were identified: low-value customers with sustainable model, low-value customer with unsustainable profitability model, turned away customers with average profitability, loyal customers with low profitability and the relationships between them have been analyzed. The outcomes of this study can play a remarkable role for top managers to take appropriate marketing strategies.

Brands play a central role in consumer behavior and creating strong relationships between customers and their selected brands have a great impact on customer behavior and brand preference. Creating such a powerful relationship in some cases creates deep emotional ties and ultimately brings love for the brand. Creating and enhancing powerful emotional ties transforms people into tenacious advocates for the brand, resulting in a huge investment for the company. The purpose of this research is to explore the nature of love for the brand and to investigate the relationship between brand connectivity concepts, trust, satisfaction, and love for the brand. To this end, the conceptual model of research was developed based on an extensive literature review. In the first phase, a full data sample of individuals, who were deeply affiliated with a brand, were selected and a brand-based association questionnaire was developed. In the second phase, with the dominant quantitative approach, universities, shopping malls, and customers who came to brand representations were investigated. Sampling method in this phase was available sampling and questionnaire also was tool used in this phase.  The results obtained from the structural equation technique indicate that associations result from brand, brand satisfaction, and brand confidence by different intensities affects each other and brand love. This study, using a hybrid approach, has tried to explore love for brand and, in addition, shows a better vision of emotional relationships.

In recent decades, the performance of salespeople has attracted great attention from academics and professionals. The complexity of the service delivery process has created special challenges for creating marketing strategies, managing customer relationships, and ultimately creating a high share. Hence, Organizations must use salespeople that strengthen their relationships with customers in order to achieve higher performance and the success of this is when the principles and techniques of sales are implemented in a suitable way by the professional sales force. There is growing evidence that effective listening plays a vital role in successful communication and, ultimately, the development of healthy working relationships. In the age of sales associated with it, salesperson listening skills are increasingly important. The purpose of the present study is to investigate the effect of salesperson’s listening skills force on sales force performance with the mediating role of adaptive sales behavior. The study is a descriptive research and the statistical population of the study is 74 employees of Alborz insurance company in Ahvaz city. The data gathering tool was a questionnaire which its validity and reliability were confirmed. The effect between variables has been used after the confirmation of the normality of the data using the PLS structural modeling technique to analyze the hypotheses. The results of the research showed that salesperson’s listening has a positive and significant impact on the variable of adaptive sales behavior as well as the performance of sales force. Also, adaptive sales behavior variable has a positive and significant impact on sales force performance. Additionally, the adaptive sales behavior has a minor mediating role in the impact between salesperson’s listening and salesperson’s performance

Growth Hacking is a marketing strategy that uses analytical thinking and social metrics to develop startups technology. The purpose of this paper is to measure the impact of social media marketing activities as a growth hacking marketing strategy on customer response within the growth hacking marketing funnel framework. This research is applied and descriptive in method. The statistical population of the study consisted of the top 10 Iranian startup users who used social media as a marketing strategy for their growth. With regard to the unrestricted statistical population, with the help of Morgan's table, the sample size was 384, and finally, 401 questionnaires were collected by available sampling. The reliability of the research instrument was assessed and verified by internal consistency and its validity through convergent and divergent validity. The research hypotheses were carried out in the form of structural equation modeling with the help of SmartPlus software. At a confidence level of 0.05, the results showed that customers’ behavioral intention and their word of mouth advertising positively affects social media marketing activities as a growth hacking marketing strategy. This study also shows that customers’ behavioral intentions also positively affect their oral advertising.

Continuous improvement in the performance of organizations creates a massive combined force that can support the growth, development, and organizational opportunities for organizational excellence. Performance evaluation with data envelopment analysis models is an appropriate approach for improving performance. Given the high importance of service industries such as the hypermarket industry in the growth of the economies of the countries, the performance evaluation of hypermarkets is very important. Since the organizational structure of most organizations as well as hypermarkets is a hierarchical structure, it is better to consider these hierarchies in assessing their performance. On the other hand, managers have a different importance for the evaluation and measurement indicators, which is important in incorporating the importance and weight of the indicators in the data envelopment analysis model. The aim of this study is presenting compilation data envelopment analysis model for similar and homogenous units that are in a hierarchical structure with different importance of evaluation indicators. The proposed research model was validated at ‘Person’ hypermarket which includes three input indicators of ‘the value of space’, ‘employee salary’, and ‘involved capital’ along with turnover, profitability, income growth, and created liquidity are as output indicators. The results showed that the second sector at the hypermarket has the highest performance score due to the existence of more departments, as well as the good volume of liquidity and turnover, and the fourth section of the hypermarket has the lowest efficiency due to low turnover and high inventory of goods. It is a single unit that has contributed to increase of capital.

In marketing management, consumer purchase intention is one of the important factors influencing marketing decisions and planning processes and identifying suitable strategies. Marketers use consumer purchase intention to make decisions about current and future products. Being aware of the factors affecting consumers' buying intent can help marketers to adopt more appropriate strategies, set up branding processes, and ultimately choose the most efficient marketing mix. The purpose of this research is to consider the effect of fantasy proneness and alienation on purchase intentions emphasizing nostalgia proneness and brand heritage. This research is applied in terms of objective, and descriptive-survey in terms of data collection. The statistical population includes consumers of Minoo brand as one of the oldest and nostalgic brands of food industry in Iran. Data are collected by questionnaire with convenience sampling and analyzed by structural equation modeling (SEM). The results show that fantasy proneness and alienation positively affect consumers’ nostalgia proneness. Also, nostalgia proneness impacts positively on brand heritage and brand heritage can increase purchase intention through mediating variables of brand trust, positive emotions, brand commitment and brand attachment.

The increase of awareness and social concerns of environment problems have led to dramatic changes in consumers’ behavior and their purchase decisions. This, in turn, leads to a change in consumers’ behavior and decision-making regarding purchasing. The present study thus, aims at investigating the consumers’ intention to purchase the green products using the theory of planned behavior. Also, this study is an attempt to examine the impact of consumers' attitudes, subjective norms and perceived behavioral control on their intention to purchase green products considering the role of environmental knowledge and concern. To achieve this aim, the data were collected from 384 consumers in Shiraz and were analyzed using structural equation modeling. The findings revealed that the consumers' attitude and perceived behavioral control positively influenced their intention to purchase green products. Moreover, the environmental knowledge and concerns have positive impact on the consumer's intention to purchase green products. However, the effect of subjective norms on the intention to purchase green products is not significant. Also, environmental concern and environmental knowledge have a positive effect on the intention to purchase green products, but environmental concerns have not affected mental perception and perceived behavioral control.

Drawing on the Resource-based view, this research investigated how a company’s integrated marketing communications as a capability is influenced by the strategic orientations. Further, the research examined how an IMC capability influences brand performance. Data were collected using standardized questionnaire that its validity and reliability was approved using experts comments and Cronbach's alpha coefficient and composite reliability, respectively. Based on survey data from 368 senior managers of small and medium-sized businesses active in the country's food industry in 2016 (the first half of 1395 AH), this paper applied structural equation modeling using SmartPLS2 software to assess hypothesized relationships. The results of this study showed that learning orientation directly affects entrepreneurial orientation and market orientation, and through market orientation and brand orientation affects the capability of integrated marketing communications. Also, the findings suggest that although integrated marketing communications capability is directly affected by market and brand orientation, all strategic orientations are complementary and thus cannot stand alone. In addition, in order to benefit from organizational strategic orientations to improve brand performance, the development of integrated marketing communications capability is important.