مجله مدیریت بازاریابی
پیاپی 16 (پاییز 1391)

In the banking system, Customers are the main axis and in fact everything is done to attract their attention. In a competitive environment, banks are succeeding those more loyal customers. On the other hand, despite the steady growth in the number of worldwide installations, web-based CRM software (e-CRM) installations are failures. So, the technology acceptance model is particularly useful for explaining and analyzing IS-usage behavior. Hence in this paper a technology acceptance model, for exploring e-CRM adoption introducing and analyzing. The method of nature study - descriptive survey of the target is applied. It was done in 1389. All branches of Yazd Tejarat for population are selected. The sample size is 242. Moreover LISREL software to evaluate and analyze the model fitting is used. Results show that the effect of complexity, observatory and consistency on attitude is not significant. But, comparative advantage, individual, organizational and environmental factors have a significant effect on attitude. So, these factors are critical for user attitude toward using e-CRM.Originality/Value: Organizations should first carefully consider the potential impact of these factors before implementing the IS innovation in organizations.

Despite the rich resources and abundant talent, the Iranian film industry has not had much success in international trade. One of the important decisions facing the film industry to enter global markets is target markets selection. The main objective of this research is to present a model of target markets selection for Iranian cinema products. The research model has unique characteristics of Iranian cinema. The study population consisted of all administrators and experts in Companies distributing film goods. The research data was collected through interviews and questionnaires and the statistical methods of multiple regression and path analysis were used for data analysis. Research findings indicate that six factors affect the selection of target market of cinema products: fit between audience preferences and product, supporting capabilities, potential attractiveness of market, media infrastructure, and accessibility of market and competition status.

Nowadays expansion of internet use is an underlying opportunity for financial institutions and banks to use it as a benefit in a hard competition environment. According to the nature of internet shopping some of the consumers always experience a level of risk. The present research investigates simultaneously the effect of trust and the perceived risk on adoption internet banking services. This research is applicable in term of target. in terms of method and nature is causal research and of domain relevant branch. Necessary information are collected using questionnaire mean time for analysis of data, Structural Equation Modeling and LISREL software are used. To achieve this goal 300 questionnaires were distributed among Arak banks customers that used internet banking services at least once and finally 276 usable questionnaires returned and were analyzed. The analysis results showed there is a significant relation between costumer's perceived ability of Internet Banking Services and using these services. Also results suggest that bank trusting negatively affected perceived risk of Internet Banking Services on one hand and positively affected costumer perception of bank abilities to offer Internet Services for using these services on the other hand. Finally negative effect of perceived risk for Internet Banking Services to use these services was approved.Research Limitations: There are a lot of factors that can affect on the adoption of internet banking services but because of the high importance of perceived risk and trust in adoption of this services and also because of time limitation in this research we are studied these two variable only. Also lack of accurate statistics of the customers using internet banking was among the restricting factors in this research.Managerial Implications: Finally it is suggested to the bank managers to formulate and implement strategies that can increase the perceived trust of the customers and parallel to programs of trust making move in the way of lessening the perceived risk of customers by creating specialized counters in their branches.

In this study, affecting factors on customer loyalty of Parsian Bank and EN Bank based organizations respond to rapid scale model based on service quality, reliability, speed of service, flexibility, innovation and also studied image and their influence on customers loyalty of these Banks in the six hypotheses analyzed and the level of customer loyalty was investigated.Population research, customers of the Bank Persians and EN Bank in Tehran based on sample stage cluster random is number of 270 customers of each bank. Based on data analysis of this research, all factors considered in the on customer loyalty of Parsian Bank and EN Bank was effective and factors of service quality, reliability, speed of service, flexibility, innovation and also studied image were the highest effect on customer loyalty.Also based on this study of samples studied, the reliability of service and image with customers in the Parsian Bank is than better of EN Bank, in other aspects these banks are almost similar conditions.According to research, though private banks in terms of service quality, reliability, speed of service are in good condition and largely have been successful to create the appropriate image in the mind of own customers, but the factors of flexibility and innovation are so important characteristics of organizations to respond quickly, in terms of their customers than other factors are at lower level. Therefore, more attention to use the innovation and flexibility in providing services, it seems necessary to reinforce the strengths and eliminate weaknesses of Private Bank based on these questionnaires; in this study recommendations are presented.

Nowadays in the competitive world of business, customers play a vital and important role inmaintaining the position and also the survival of the companies. Customer relationship management (CRM) helps them to have an effective relation with their customers. This research tries to study critical successful factors (CSF) of CRM in insurance companies (Saman Insurance co. as a case study).This survey has been based on the problem that wants to reveal which factors are involved in CRM success in insurance markets and furthermore according to the declared factors what are the strength and weakness points of Saman insurance co. in CRM implementation.After studying the theoretical principles and models, four-dimensional model has been selected. This model includes: focus on key customers, well developed organizing, knowledge anagement and technology utilization. 191 of staffs including Experts, managers and Vice –chancellors of Saman insurance co. offices in Tehran were statistical population and 128 of them have been selected with Cochran formula as sample size.The results show that, in regards of technology and knowledge management, Saman Insurance co. has an appropriate and convenient condition but in regards of key customers focus the company is not well developed. Well organizing has a medium condition across the rest of the factors. It seems, while the low performance of key customer focus can deeply affects the rest of the company attempt, authorities must give more attention to this factor.

Theme: With the expansion of the service economy, Organizations to acquire and maintain a sustainable competitive advantage Looking for new ways to attract and retain customers. The most important factors for achieving this goal Especially in service organizations, is Quality of Service.service quality One of the most important tools to satisfy needed the and customer loyalty is achieved.Past research shows, Organizations to have a top quality service, Requires having employees (internal customers) enabling, Having motivated and behaviors customer-oriented. Today introduced two idea and concept Internal marketing and service quality, Important in role determining the organization's customers internal (employees) in realization quality of services is clearer than ever. This study reviews Scale survey of internal marketing Trying to create a strategy for the implementation of programs and Design strategies for Quality development of Service organization. For processing information from multiple software including SPSS 15 and Microsoft Exel has been used. Descriptive statistics of different methods to evaluate and compare the data obtained through questionnaires that were used. Inferential statistics section of the t-test was used. Six questions were examined in this study. In terms of job security component scores 34/2 per cent, of broad education component scores 37/08 percent, offering a reward and encouragement ofcomponent scores 37/67 percent, in terms of information - sharing component scores 41/91 percent, employee empowerment component scores of 31/18 percent, reducin the gap between the staff of the component scores 42/07%. Data analysis results show that hospitals Afshar of 100 pointsconsidered, to obtain 37/35. regard relationship direct and positive Internal marketing and satisfaction and employee commitment, The organization must Through the focus on Internal marketing action according to output staff and Organizational satisfaction employee.of among measures can be enhanced internal marketing Knowledge finding of Value Changes in View employee, Understanding of qualification Labor market, Understanding internal segmentation of special employee Based on the characters and desires, and Design strategies is for Customers.

Recent advances in wireless technologies and devices, has created new opportunities to provide innovative banking services named Mobile banking. With mobile banking, customers are able to conduct banking services at anyplace and anytime and to connect banking service easily and quickly with mobile devices. Since the penetration rate of mobile devices is more than other technologies, if mobile banking accepted by the customers can decreases costs of banks and customers effectively.Worldwide researches has shown that despite there are numerous benefits that mobile banking provides for customers and banks, it is not accepted by the customers. Research on factors affecting the adoption of mobile banking by customers can be helpful in resolving this issue. Therefore, in this study a new model for the adoption of mobile banking taking into account the role of advertisement is presented. The proposed model combines the Unified Theory of Acceptance and Usage of Technology (UTAUT) with Task Technology Fit (TTF), and adds other influencing factors. Also, the proposed model is compared with the world known models in this research.