مجله مدیریت بازاریابی
پیاپی 31 (تابستان 1395)

The purpose of this paper is the investigation of the moderator effect of perceived certainty and risk, and the customer’s knowledge of the product, in the satisfaction -purchase intention relationship in a new product experiment. By using an experimental method with a 2× 2 factor design (where each of the variables such as customer’s knowledge of the product and the perceived risk of the product define in the two level, up/down and high/ low) on 200 customers of stores in Amol city has been taken. By using questionnaires, required data is collected. The reliability of the questionnaire was proved through Cronbach alpha and the validity of the questionnaire was proved by tutors of this research. We use linear and multiple regression methods to test hypotheses. Generally the Statistics results show that the variable of customer satisfaction (as independent variable) has a Positive effect on purchase intention and also on the moderator effect of perceived risk and the lack of moderator effect of knowledge perceived in the satisfaction-purchase intention relationship.

The purpose of this paper is the investigation of the moderator effect of perceived certainty and risk, and the customer’s knowledge of the product, in the satisfaction -purchase intention relationship in a new product experiment. By using an experimental method with a 2× 2 factor design (where each of the variables such as customer’s knowledge of the product and the
perceived risk of the product define in the two level, up/down and high/ low) on 200 customers
of stores in Amol city has been taken. By using questionnaires, required data is collected. The reliability of the questionnaire was proved through Cronbach alpha and the validity of the questionnaire was proved by tutors of this research. We use linear and multiple regression methods to test hypotheses. Generally the Statistics results show that the variable of customer satisfaction (as independent variable) has a Positive effect on purchase intention and also on the moderator effect of perceived risk and the lack of moderator effect of knowledge perceived
in the satisfaction-purchase intention relationship

One of the new method of marketing is advertising gifts, that organizations get these gifts to their employees and customers. The purpose of this study is investigating a conceptual model on the impact of Gift promotions on consumer's overall evaluation which study's model is formed by Gift nature, Product nature and perceived fit as independent variables and consumer's overall evaluation as dependent variables. Current methodology is applicable from purpose point of view and causal study in terms of methodology. Required data is collected using questionnaire and field method. Sample of this study consists of Isfahan Irancell's (MTN) consumers which are selected through simple random sampling resulted in 159 collected acceptable samples. data analysis was carried out by SPSS and LISREL software and the result showed that there is Significant relationship between product nature and consumer's overall evaluation also gift promotion nature has a direct impact on the consumer's overall evaluation but perceived fit between gift promotion and product did not have any effect on consumer's overall evaluation.

Assessment of service quality in service organizations means evaluating that how many these services could satisfy customer’s expectations. Awareness of the concept of service quality and efforts to improve it results in providing high quality services and by increasing the quality of service you can expect an increase in customer satisfaction. The aim of this study is to study the relationship between customer relationship management, service quality and resident satisfaction in nursing homes. The population of this study includes all residents of Tehran nursing home which 384 person were chosen as sample based on random sampling. Primary data was collected using a standard questionnaire which its reliability was 0.912 and its validity was confirmed by content and formally. This research is a correlation one and functional and Regression was used to analyze the results indicate that all hypotheses are confirmed and Customer relationship management and service quality has a positive effect on resident satisfaction. Finally the authors suggested that the relationship between the physical environment and the perceived quality of the interaction between providers and users of services and also the effect of other service users be explored as complementary to this study.

The present study was designed and implemented in the field of Food consumer’s behavior and marketing. The main purpose of this study is to provide sufficient evidence for new pattern of food neophobia, food involvement and food life style as predictors of customer satisfaction and loyalty in chain store of Tehran city.
In terms of methodology, the research was survey and applied type and based on descriptive-survey methods. Required data was gathered using, food related lifestyle standard questionnaires, food-related personality traits including food neophobia scale, Food involvement scale and researcher-made measures for customer satisfaction and loyalty.The content of factors was confirmed through the expert’s opinions and the validity of test construct by using factor analysis. Also to determine the measures reliability, Cronbach alpha coefficient was calculated and confirmed. The research findings showed that the proposed variables are suitable predictors of customer satisfaction and loyalty. In such a way that it can be admitted that food-related lifestyle and food-related personality traits significantly explain customer satisfaction and loyalty pattern.
Research Limitations: The new and complex approach used to understand the effective factors of food customers’s satisfaction and loyalty despite the presence of numerous chain store’s customers with the various incentives and tastes could be mentioned as the limitations of the present research. Managerial Implications and Valve: The results of this study provided a deep understanding about the customer’s motivation and behavior by testing the cognitive drivers of food customer’s satisfaction and loyalty and their behavioral aspects. Considering the intense competition in the food industry, it has a practical applications for marketing managers and food retailers for makeing the right decisions.

Having severely required the insured institutions to gain competitive advantage, the present study is to pursue a relationship between marketing capabilities and competitive advantages with the organizational performance. The study is of applied in nature and in terms of purpose, it is a quantitative study in terms of data collection, and that is a sort of exploratory research based on the findings. The statistical population of the research is the personnel of the social security branches and health services of Qom province; simple random sampling is regarded as sampling procedure of the research in progress. To explore fit measurement models, the researcher has made a use of Cronbach's alpha, CR, and AVE. To determine the fit structural models, significant coefficients Z and standard R2 were utilized, as well. In the current research, three hypotheses were tested each of which by a help of path coefficients and significant coefficients Z via statistical software PLS and SPSS. The Findings of tests indicated that the model variables in given samples in health services branches have higher values than that of social security, and are in a relevant manner. Consequently, it found out that investing in the identification and implementing the capabilities in the organization presents a more desirable outcome than the social security.

The population of this study is the clients of private banks in all three areas of Yazd. 512 questionnaires were collected from the population, and finally, using structural equation modeling (SEM), and SPSS and PLS software, the hypotheses were examined. This study tries to investigate the theoretical foundations of the motivators of relationship brand quality, in order to present dimensions and components, zoning and conceptual research model, and in the next stage, the impact of dimensions of marketing activities such as customer-orientation on brand relationship quality, relationship-orientation on brand relationship quality, providing information on the brand relationship quality, relationship quality on the quality of brand relationship, the characteristics of service providers on the quality of brand relationship, flexibility on brand relationship quality, reputation on the quality of brand relationship, empathy on the quality of brand relationship were studied by using the customers' comments of private Bank of Yazd city. Based on the results, variables such as the providing information, relationship quality, flexibility, empathy and reputation on the quality of brand relationship have positive and significant relationship, and variables such as customer orientation, relationship orientation, and quality of service on the quality of brand relationship has not 98significant relationship.

In the recent decade integrated supply chain and creation a variety of integration in supply chain has been more study by researchers in this field. The success of any supply chain is ultimately determined by its customers. Due to divers needs of modern customers in this paper٫ the impact of supply chain integration on customer satisfaction has been studied by mediating variables of Information sharing٫ Partner relationship management and Business benefits. For examination the hypothesis by means of spss and Amos software’s and appropriate statistic methods to analyze the data to be explored. The results showed that supply chain integration facilitates information sharing among the members of the supply chain which will cause the supply chain partners coordination and solidarity. Consequently٫ the partners can manage their relationships better and information sharing among the members of the supply chain will also provide business benefits for them. These factors٫ in turn٫ will lead to better performance of the supply chain.