مجله مدیریت بازاریابی
پیاپی 14 (بهار 1391)

This study examines how receiving negative and positive word of mouth from satisfied and dissatisfied customers influences the potential customers.Word of mouth is one of the most important of interpersonal relationships that play excellent role in marketing process. There are many literature in word of mouth field but neglected the role of emotional variables that help to word of mouth transmission in researches. The sample includes the potential customers travel agency. In order to collect the field data two questionnaires developed and distributed among the research sample.Questionnaires data were analyzed by the structural equation models (SEM) in Amos soft ware.Results of research represent that emotional variables play the important roles in word of mouth transmission particular in positive word of mouth.

Deregulation within the banking industry's and unprecedented growth competition in newtechnologies, every day the importance of keeping current customers and attract new customers are added. This study presents a two-step model to identify characteristics of different groups of bank customers, based on their profitability. The new criteria introduced to analyze the profitability of each customer. And then, this criterion has been used for clustering customers based on their profitability.Because in k-mean algorithm there is not a general rule for the optimal number of clusters and the number of clusters depend on the problem, therefore firstly with applied by Two-step clustering algorithm determine the optimal number of clusters. In this study, Customers clustering to 3 groups as golden, silver, and bronze customers. Then, by using K-mean algorithm different groups of customers are identified. And with help of Apriori algorithm association rules of each cluster is inference. The result of this exploration, help to banks have better understanding of current and future customer expectations. And through this may be facilitated develop of marketing strategies to attract and retain profitable customers.

Due to the global competition increasing and integration of international markets, customers’ retention is a big challenge for companies in the 21st century and so, study of customers’ loyalty is a vital matter. Therefore, present paper identifies the perspectives of Refah and Shahrvand chain stores’ customers about the quality of services, trust and customers satisfaction to establish their loyalty.Statistical population of this study is all Customers of selected Refah and Shahrvand stores which randomly selected 385 customers and the questionnaire was distributed among them. Results indicate that, from the Customers’ viewpoint, the quality of services (and its five dimensions: tangible services, reliability services, services assurance, personnel accountability in delivering services, personnel empathy in providing services) and also, their trust (confidence) and satisfaction from their stores are desirable and there are no significantly differences between dimensions of stores. As well as, these dimensions have different ranks in the loyalty creation.

Increasing growth and developments in communication technology has brought about a revolution in different aspects of human life and organizational performance. This technology has greatly modified the views and practical approaches of people, organizations and state governments country of Iran, however, is so new in accomplishment of Electronic Banking and Electronic Commerce and especially internet banking services is a long way to go towards the ultimate satisfactory situation.In this study, we investigated the status of Internet banking services (IBS) in the young market and examined knowledge, attitudes and behavior and achievements will try to set up an image of how this modern banking system is being functioned in some Iranian private the Eghtesad Novin banks and what achievements it has yielded for the country so far. Finally, challenges which Iran will have to encounter using this modern system will be concerned.The results of research is "descriptive - survey" that sample consisted of 168 young people of bank customer's Eghtesad Novin examined using descriptive and inferential statistical methods to evaluate the status of Internet banking services in the youth market. Results showed that regarding young people (age 18-32) the application of positive attitudes and understanding of IBS. It also confirmed the positive relationship between satisfaction and loyalty is the quality of IBS.

In the era of growing globalization competitiveness has been considered as a major issue among policy makers at different levels. In this paper we first review the research background, and study the factors affecting competitiveness. Then, using the confirmatory factor analysis technique, we identify a set of indices affecting competitiveness; classify them in three main indices (Environmental, Interorganizational and Creating Perceptual Values Factors) and in the next stage, using Structural Equation Modeling (SEM) the kind of relationship between new structure and indices affecting the competitiveness is studied so that while explaining conceptual model of competitiveness, the competitiveness domestic model is presented. The present study data has been collected from the insurance companies based in Tehran from among a 138 insurance expert. To analyze the data, we have used Lisrel software.The results of the research modified model have identified the factor creating conceptual value of the first importance. These results show that inter-organizational and environmental factors are of the next level of importance. Hence, the proposed model in this study has been different from its theoretical model.

This research is aimed at investigation of the effects of corporation ability association (CAA) and brand awareness on repurchase intention and mediator roles of quality perception and brand resonance in consumer decision marketing process. This used model is theory research and expanded brand equity of Aaker and Keller. Which impressive variables in accepting, consist of corporation ability association, brand awareness, quality perception, brand resonance, brand extensibility, price flexibility, repurchase intention. Procedure which has been done by a group of 385 person from Tehran's researches and sciences Azad University branch using descriptive statistically way, reasoning and constructive variable for intention for repeated purchase and decision-making process. Result of analysis using structural equations modeling has shown that overall CAA and quality perception and brand extensibility, brand awareness and quality perception, quality perception and brand resonance and price flexibility and repurchase intention, brand resonance and brand extensibility, has means relationship and variables mention has effected to process purchase.

Using information technology in marketing activities of organizations enable them to have effective competition in the market.Also information technology is introduced as a source of innovation in services and products which also according to its ability of more data processing in less times, improve the efficiency of marketing activities and decision making process.This study aims to find the most appropriate and efficient services presentable by mobile government for tourism industry in Kish FZO. In the other words, the purpose of this study is to perform market study and review economic services presented by mobile government for tourism industry. By doing this, managers and decision makers in Kish FZO will be aware of priorities and needs of the zone in this area, and will make better decisions.Research Method of this research is goal-based, applied and depend on type and nature of used data and descriptive. Also most of the used data is qualitative and reached by questionnaire and interview.Statistical population of this research are managers, experts and other interested-parties of tourism industry in Kish FZO. According to undertaken surveys and reports revealed by Kish FZO Organization, at this time there are 120 active companies with 412 managers and experts in tourism industry.Findings and Managerial Implications:According to comparative research of mobile services presented in the world and accommodating them with needs and facilities of Kish FZO, services in economic area were chosen and evaluated by their audiences. As a result, 14 services were listed and ranked. The most important three suggested services were receiving alarm SMS for reminding some activities, mobile services for Airplane ticket sale and mobile payment of company charges and expenses.With determining of most important and efficient economic services of mobile government, managers and decision makers in Kish FZO are more than before aware of needs and priorities of the zone and will be able to present these services in accordance of importance and priority.Research Innovation:Mobile government is a rather new topic after electronic government which is debated in the world.Services, facilities and the way of using these services in different sections have been studied. In our country, proper studies about mobile government services in tourism industry have not been done yet.So this frame work is one the first studies which has been done in mobile government’s arketing and tourism industry in Iran, and Kish FZO is the first area to study.