منیژه قره چه

 The importance of sharing economy in changing the behavior of consumers and business models and especially the emergence of platform businesses has caused new concepts such as platform economy, decentralization of platforms and its relationship with user perceptions and behaviors to be noticed by researchers. Fully centralized management of digital platforms has forced users - on both supply and demand sides – to circumvent reactions such as system resistance by circumventing the system, play the system or select alternative options– to reduce the effect of platform control and achieving their desired results. Despite the fact that the main claim of the businesses of the sharing economy has been the elimination of intermediaries on the demand side and the creation of free spaces on the supply side, we see it every day new intermediation and the comprehensive domination of platforms in the form of algorithmic management and Gig economics. It seems that using the power of users in proportion to their level of readiness to implement the affordances of the platform and their participation in decisions related to their requested service, not only can lead to increased use, but also it can be as a competitive advantage for digital age businesses. In this article, with the help of Theory of Planned Behavior, the effect of platform decentralized organizing on the performance of such businesses is investigated. Therefore, the aim of this research is to investigate the effect of decentralization of platform affordances on the willingness to use internet taxi and to identify the behavioral pattern of internet taxi passengers in decentralized conditions.   This research is applied in terms of purpose and descriptive in terms of data collection, correlation type and based on structural equation model. The target population of the research was internet taxi users and the non-random sampling method was available and A statistical sample of 481 ride-hailing users in Iran was used to test the hypotheses; Questionnaires were used to collect data The method of data analysis is structural equation modeling with partial least squares approach and using SmartPLS6/2 and SPSS software. Validity (content and structure) and reliability (factor load coefficients, Cronbach's alpha and combined reliability) of the research questionnaire were confirmed. And the general model of this research has a very strong fit and is approved.   According to the research results, The findings of this research showed that mental norms, perceived behavioral control and attitude have a positive and significant effect on the intention to use a decentralized internet taxi and it was confirmed that the decentralization of affordances of an internet taxi increases the positive attitude of users and the intention to use. . In other words, the relationships among main structs (: attitud, subjective norms and perceived behavioral control) were positive and meaningful, which was anticipated according to the theory of planned behavior. It has also been shown that the intention to use decentralized internet taxi among passengers is different based on gender, occupation, number of times of use per month and duration of using internet taxi. In addition, it was found that marital status, age, income and level of education do not affect the intention to use. In addition, it was found that marital status, age, income and level of education did not affect the intention to use significantly; it means Women tend to decentralize more than men. Among different occupational groups, housewives had the highest intention and the unemployed had the lowest intention. Platform business owners can prevent the occurrence of sometimes destructive behaviors of users, such as resisting the system or choosing alternative platforms, by decentralizing the organization of affordances, and increase the intentions to use ride-hailing application. It is also necessary for travelers to feel more empowered to make decisions about proposed travel options based on their demographic characteristics. For example, they can design and develop applications in such a way that female employee users feel that their power of choice is higher and they can choose the desired option with the knowledge of the data required for a desirable trip. With this approach, the users' attitude towards It is developed to applications and control their perception on applications. In addition, Internet taxi application service providers, if they wish to experience an increase in Internet taxi travel, need to understand the importance of subjective norms in the preliminary stage of adoption of decentralized Internet taxi applications, and need to know how to promote positive word-of-mouth with the help of strategies. Consider effective marketing.

The main purpose of this study is the meta-synthesis of effective signaling to internal and external stakeholders. This is developmental research that is qualitative in terms of data nature, and documentary- meta-synthesis in terms of data collection. The CASP- Critical Assessment Skills Program is used for evaluating articles. For 72 selected articles from valid scientific databases, the process of extracting information from the results and analysis of these articles was performed, Finally, 48 articles were approved and screened. By examining the backgrounds and models of the approved articles, a conceptual model is resulted based on the achieved codes and categories. The company gives different signals to its target audience with its different actions and chosen signaling mix. Receivers of signals can be a group of internal and external stakeholders of the company depending on the company's signaling goals and signals sent by the company’s signaling mix. According to research articles, the focus is more on some kind of signals and also some stakeholders as receivers; For example, companies generally target their external stakeholders, especially the customer and competitor. On the other hand, the repetition of signaling to internal stakeholders is less among the studies. The emphasis of this study is on effective signaling to stakeholders, because the company tries to signal the true quality of itself and also decreases the gap between intended signals and perceived signals by receivers. The characteristics of the signals and the signaling process, in general, can determine the effectiveness of the signals and signaling itself.

The main purpose of this research is the meta-synthesis of Signaling through a new product launch strategy. The present study is developmental in terms of purpose, qualitative in terms of data nature, and in terms of data collection is documentary meta-synthesis. The Critical Assessment Skills Program (CASP), can be used to evaluate articles. The process of extracting information from the results and analysis of these articles was performed Based on 46 selected articles from valid scientific databases. After evaluating each of them, 25 articles were finally Approved and Screened. Then a new conceptual model is obtained from examining the backgrounds and models of approved articles. Based on signaling theory, a company sends a signal from the companychr('39')s private information area to the audience and creates information symmetry. A company can use its own signaling mix for signaling; in this research, the main purpose is using signaling mix which is focusing on a new product lunch strategy. Based on the results, the new product lunch strategy includes market and product strategies, lunch tactics and information published by the company all can be the components of a signaling mix. This kind of signaling mix can send quality signals and market signals, that are generally addressed to competitors and customers.

Due to the economic crises in the country which creats uncertainty, moving from the usual marketing strategies to focus on values and ethical marketing seems more necessary. So, considering the extent and scattering of ethical marketing components in the literature review and the specific culture of Iran, the purpose of this study, First is to provide a comprehensive model for Ethical marketing components in the first step and then, measuring the degree of observance of these components based on the perception of the consumers.

It’s a mixed-method applied research. The statistical population was the previous researchs related to the subject in the systematic review section, managers of the selected industries in the qualitative section and their customers in the quantitative section. The data analysis was performed in the qualitative section by using the thematic analysis method and in the quantitative section by using non-parametric tests and SPSS software.

It succeeded to present the ethical marketing components in the form of 32 components and 7 main themes. The degree of observance of each of the main themes and their components in the selected industries was measured and compared with eachother.

There is a significant difference between the degree of observance of ethical marketing components in the two industries. The average degree of observance in the food industry is higher than the cosmetics industry, so that they are superior in all the main themes, but nevertheless, in 5 components out of 32, the food industry got lower score.

According to the symbolic interaction theory, humans are the only creatures who can interpret and recognize different phenomena through interaction with their mind in the context of society. Brand love is a subjective concept based on behavioral theories and cognitive theories. There is still unresolved challenges concerning the explanation of any phenomenon, including brand love, solely based on subjective criteria or sociocognitive theory and symbolic interaction theory. It is also believed that other factors or elements, such as the environment and individual characteristics are also effective in conceptualizing each phenomenon. The present syudy aims to explain the conceptual nature of brand love by separating the essential elements (intrinsic) from the transverse (superficial) elements. It also attempts to explain the nature of the brand love for durable commodities in consumer markets based on symbolic interaction theory. 

This qualitative research is fundamental with regard to its purpose, whici is conducted based on step-by-step in-depth interviews. Data analysis is based on the grounded theory approach using content analysis. The statistical population includes people involved in the decision-making process of purchasing product brands in 18 metropolises with the population of more than 500,000 people. Seven participants were selected for this study based on snowball sampling with theoretical adequacy. 

Based on the findings, a conceptual model was developed using the threefold framework including individual, mind, and society. Then, the essence and breadth of the model were determined. Fifty concepts were identified, which were categorized into 19 themes. However, only five elements are related to the essence of brand love. Moreover, six concepts are considered among the underlying factors forming the concept of brand love. In addition, at least two dimensions have been identified for each theme, which will be used to distinguish the essence elements from the brand love. The majority of the identified concepts were related to the themes of “perfectionism” and “overcoming separation”.

Conclusion

Brand love is a cognitive-instinctive concept that can be distinguished from the similar concepts such as friendship, lust, connection, and brand addiction based on these five elements: individual complexity, respect, symbolism, overcoming separation, and uniqueness. In addition, the underlying factors of social classes, social groups, historical background, and patriarchy-matriarchy are influential in the formation of the concept of brand love.

In the period of communication, future's communication, communication policies and planning have a special necessity; Because they are necessary to achieve and maintain a competitive advantages. In practice, an organization's communication with a particular product can occur in four general ways: in-house communication, ex-organizational communication with suppliers, ex-organizational communication with customers, and ex-organizational communication with other stakeholders. These connections must be planned and implemented in a way that strengthens the image and brand of the organization and the product. Insufficient ability of companies to communicate seamlessly with the internal and external environment leads to loss of opportunities and loss of competitiveness. With the advent of e-commerce, the fourth wave created the motivation to move from accessing customer summary information (to clarify the basic patterns in the second wave) to acquiring and working with customer information. This strategy developed relationships with individual customers and raised the need to pay more attention to marketing integration. Thus, the term IMC was extended to integrated marketing. Thus, the main purpose of this study is to identify and design a basic integrated marketing pattern.

This study, with a pragmatic philosophical approach, surveyes the evolution of integrated marketing through a gradual process and seeks to know what integrated marketing patterns are and what practical effects and results these patterns can have. Considering Hunt's three-pronged pattern, integrated marketing and its basic concepts, namely marketing communications and integrated marketing communications (both at the micro levels of the marketing domain and the sum of the elements of the marketing mix and at the macro levels of the organization), even occasionally, recommended in the for-profit sector of small companies, market corners, and service organizations, as well as in the non-profit sector.In terms of the nature of research data, the need to study the definitions and descriptions in the disciplines and scientific concepts of communication, marketing, organizational communication, managerial communication, marketing communication, management of marketing communication tools, integrated communication, integrated marketing communication, integrated brand communication, communication and public relations management so that it can achieve a common language of integration approach. This research tends more towards qualitative exploratory research. Regarding the degree of coordination between the content of the measurement tool and the purpose of the research, the validity of the content was also examined using the opinion of experts. To evaluate the content validity of the obtained codes quantitatively, two relative content validity coefficients (CVR) of Lawshe and content validity index (CVI) of Waltz and Basel are used.

Content analysis of 46 integrated marketing definitions and similar concepts performed using content analysis method. In order to examine the validity of codings, the opinions and suggestions of five experts familiar with the concepts of coding and marketing communications used. The relative validity coefficient of the core and selective content codes was 0.99, which indicates sufficient validity of the codes. Content validity index of core and selective codes were 0.93 and 0.88, respectively. The consensus of experts on the validity of pivotal and selective codings and the lack of code changes in revisions performed over a period of one month indicates the stability, representation, and accuracy of the codes and thus the reliability of the results. One of the research findings is the identification of three basic patterns of integrated marketing: thinking, speech and behavior. These three basic patterns used to design the core of an integrated marketing model. Identifying and designing an integrated marketing model can provide the necessary basis for presenting an integrated marketing theory.

Integrated marketing has emerged as a natural evolutionary process in marketing communications that has undergone fundamental changes in at least three main areas: markets, media and communications, and consumers. These changes have taken place primarily with advances in information technology and have led to a major shift from product-centric mass marketing theories in the 1950s and 1960s to more customer-oriented, interactive, and measurable databases. Is. But integrated marketing shows that there is a need for more accurate identification of patterns associated with this phenomenon.The basic model of integrated marketing can combine the concept and process of integrated marketing with more coherence and form the basis of theorizing in this field in different frameworks.As marketing enters a new era in which consumers determine when, where, and how to use media, marketing needs to adapt and change. In the new marketing renaissance, when and where do customers and stakeholders want to hear it? Therefore, marketers must first understand the customer and then develop interdisciplinary plans to get the best customers at the time and place where the brands and messages are most appropriate to build long-term profitable relationships and build customer trust. Get and keep. The organization with long-term and strategic planning of its communications and by integrating the communications process in the environment inside and outside its borders must create and transfer values, production and innovation in any type of products, speech and behavior before performing any communication activities. Coordinate and make a sound to increase the level of trust and confidence in the organization in the business environment through interaction with stakeholders.The core of integrated marketing lies in the principles of developing customer-oriented and data-driven communication programs. The strategic advantage of transferring consumer data to customer applied knowledge requires an understanding of what the data represents and how the database managed as a strategic communication tool. Using the proposed model (thinking, speech, and behavior), the organization expected to be able to solve these problems by adopting a knowledge-based market-based approach: 1) know itself well, 2) identify all its communication channels 3) Identify the reasons for its relationship and its levels (who and why?), 4) identify its audience and stakeholders (for whom); 5) Specify its direct and clear content and message (what); 6) Define his / her communication tools accurately (how); And finally 7) follow up and analyze the message sent and the results obtained (feedback).

Business failure is a very complex process and is influenced by various factors. SME’s are important for every economy but despite their importance, failure and bankruptcy occur among them. The present article presents a more specific approach based on the complementary of theoretical approaches in the field of organization failure and uses three approaches to identify different types of failures in different stages of the organization's life cycle. Criticism and studying the results of systematic review in three stages and trying to link two theoretical foundations of organization life cycle and organization failure studies in order to achieve a better understanding of types of failure in each stage of the life cycle of SMEs by using open and closed Sorting cards to perform data mining, reveals 9 different types of failure. Revealing the types of failures that SME’s may encounter in each stage of their life cycle, compared to the simplistic, single-level view of enterprise failure highlights the appropriate route of policymaking in this area to prevent major damages of these company’s failures.

Today, in order to interact with the new competitive environment, firms have changed their view from product-oriented or company-oriented tovalue-oriented, and in this change of perspective, In order to investigate these factors, extensive and scatteredstudies have been conducted that the analysis and deployment of them requires the integration of the findings. Therefore, the present study seeks to achieve a comprehensive model of factors affecting the motivations of value cocreation in the relationship between the business to business. Since the studies related to co-creation motivation are more than qualitative research, the meta-synthesis method was selected and due to the comprehensiveness of the seven-step model of Sandelowski and Barroso(2007).this model was used to conduct the research stages.The process of searching and selecting appropriate and relevant articles based on the Critical Appraisal Skills Program was performed until 2020, and over 202 studies were reviewed, of which 34 studies were finally selected for analysis.The validity of the present study is theoretical validity and also Kappa Cohen test was used to measure the reliability.Findings were extracted in the form of 94 codes,18 Basic Themes and 4 Organizing Themes. The results showed that the factors affecting the motivations of co-creation are classified into:(1)Factors related to the supplier:marketing management, product development, organization, organizational culture, communication structure, resources and organizational roles. (2)Factors related to the customer: Senior managers' personality traits, learning, resources, and customer role.(3)Factors related to co-creators (participants)interactive structure, behavioral characteristics, resource structure, knowledge and value.(4) Factors related to the co-creation platform:including service systems and value propositions.

SMEs are the bloodstream of modern economies. These types of businesses are very important for governments because of their special nature and characteristics, and because they play an important role in providing the unemployment rate of countries and increasing the economic growth and development of societies. But despite the fact that failures occur in all businesses in different sizes, SMEs are exposed to greater threats. The purpose of this article is to typify the failure of small and medium-sized businesses in the growth phase of the organization, by examining the lived experiences of case studies.Design / Methodology / Approach: In this research, phenomenological analysis of multiple case studies has been used. The results of this typology show the role of organizational failure more than the other two types of individual and environmental failures and show that the predominant type of failure in SMEs located in the growth stage is organizational failure.Limitations and Consequences: This model can be both a warning and a guide for SMEs and pave the way for crisis prevention and upgrading internal organizational capabilities to prevent organizational failure in the growth phase.Practical Implications: The typology of failure in the growth phase of the organization can affect the policy direction of support institutions such as industrial estates and science and technology parks to support and properly guide these types of businesses.Initiative or value of the article: The article adds to managerial research by simultaneously evaluating the types of failures and the life cycle of the organization.Paper Type: Research Paper

The importance of the mediating role of brand love in the development of loyalty and word-of-mouth advertising makes the identification and conceptualization of this emerging concept in marketing necessary. The aim of the present study was to explain the nature of brand love using the systematic review approach of the literature by identifying the dimensions of brand love and separating the nature criteria of the essence and width based on the threefold division of emotional, volitional, and cognitive mental criteria. The conceptual model of the present study consisted of two levels and three layers, the levels of which were the criteria of nature and the layers of which were the subjective (mental) criteria. The results showed the existence of 8 items of the 28 identified dimensions in the form of the essence of brand love, which had 4 cases of cognitive criteria and 3 and 1 cases of volitional and emotional criteria, respectively. The important role of cognitive and volitional factors in the phenomenon of brand love was another important result of the present study.

According of weak relationship space between industry and university in developing countries and in particular Iran, this qualitative research is designed to provide a model for promoting the relationship between university and industry. In order to achieve a detailed and deep model, the data base theory method has been used. Past research has often been limited and one-sided, a combination of both quantitative and qualitative and abstract. In the course of the research, with the selection of 19 qualified members who have a good knowledge of the problems in the relationship between the university and industry, as well as the specialty and industrial and academic positions, it has been attempted to identify the causal conditions, the ground, the intermediary factors and the development strategies of the relations between The university and industry will be examined and presented. Finally, using these conclusions from the experts' interviews in this area, a model has been developed to promote university-industry relations. Data was collected by interview and semi-structured. After identifying causal factors in three industrial, academic and collaborative categories, The main issue of this study is the weakness of the relationship between university and industry, after identifying other effective conditions, final strategies and strategies in five government, university, industrial, modeling and development of independent institutions have been developed and the final model is presented based on it.

Resilience as one of the most important issues in the related to firms performance, in recent years has attracted considerable attention. In this regard, it is essential to identify the potential items that cause the firms to be resilient. By considering the importance of topic, the aim of this study is identifying and achieving a framework of resilience items of firms in detergent industry, as one of the most high financial turnover industry in Iran. Two types of contractual content analysis and ISM are used to analyze the data. Through qualitative content analysis, 21 items that involved in the resilience of firms are identified, and in the ISM section, the items classified into 9 levels. Those categorized into six broad concepts: internal resources and procedures of the firm, human capital, structural position in industry, interactive strategy with environment, Firm process characteristics, decision portfolio.

The capital of an organization is not just financial and physical capitals, rather personnel's knowledge capital is more important than that. In present time, knowledge as an important competitive advantage can play a key role in the success and decline of businesses. In competitive markets, many organizations deal with this issue. Therefore, the present study investigates the impact of marketing knowledge management on competitive advantage by considering the mediating role of variables of innovation capability and organizational performance. The statistical population of this research is the FMCG industry broadcasting companies in Iran. The 96 companies were selected by simple random sampling. Data were collected through standard questionnaire with 34 questions. The reliability of the questionnaire was calculated by Cronbach's alpha coefficient and its validity was measured by divergent and convergent method. Structural equation modeling (SEM) was performed using PLS3 software to test the research hypotheses. The results showed that marketing knowledge management had a positive and significant effect on innovation capability, organizational performance and competitive advantage. Innovation capability also has a significant and positive impact on competitive advantage and organizational performance. Finally, organizational performance has a positive and significant effect on competitive advantage. Finally, practical suggestions were provided.

Entrepreneurial marketing (EM) has emerged as a new paradigm in marketing in order to assist the firms operating in turbulent environments. Although many researches have been carried out in the field of EM, enough attention was not dedicated to the issue that applying EM will not lead to the desired outcomes unless related basic assumptions are taken into consideration. In other words, it is needed to shed a light on the situation consistent with EM and its underlying assumptions. Thus this paper reviews the previous studies in this field and focuses on the concept development of EM based on the methodology suggested by Lynham. According to the four steps proposed by Whetten the theory of EM is studied more deeply. Firstly, the constructs defining EM are discussed. Secondly, the way that the marketing orientation (MO) and entrepreneurial orientation (EO) are related is demonstrated. Thirdly, the effect of two main theories on EM development is studied. One is effectuation which is extracted from entrepreneurship literature, and the other one is service-dominant logic drawn from the literature of marketing. Lastly, two frameworks elaborating on strategy formulation are analyzed, and then it is concluded that EM is aligned with the context of transformative and shaping approaches to the strategy development, which means that the emphasis on the prediction is low, and emphasis on control is high. It is also stated how EM is different from entrepreneurship in terms of contextual circumstances.

Electronic Businesses have an undeniable role in growth of country’s economy. Although different researches and studies show that using email marketing in electronic businesses is too important, but there are many problems and challenges about content, time, process of sending email and etc. So research about this subject is valuable and important.
For answering the questions of this research, first the definitions about this subject is determined and then the requirements for email marketing implementation is explained.
This research is practical and it will be beneficial to marketers and businesses who wants to implement email marketing. This research is answering the question “For implementing and deploying email marketing what actions to take and what requirements is needed”.
The statistical sample of this research is email marketing experts who is working for E-businesses and required information has been obtained by questionnaire. LISREL software for data analysis and confirmatory factor analysis was used.
The final results of this study show that the framework of email marketing within the three dimensions of technology, people and processes, and it also will help to marketing managers of companies or small and medium enterprises owners.

The high volume of the research related to "brand portfolio" and the derived concepts from it, and on the other hand, a wide and yet conflicting spectrum of findings motivated the authors to categorize the findings and elaborate the concept, dimensions, drivers and impacting factors on the subject, in addition to systematically review of the previous researches. Based on the four-step model of systematic review of Okoli & Schabram (2010) and Iden et al (2017), the search strategy of the papers was developed, the searching process in related databases was started and more appropriate articles were selected in order to achieve a deeper analysis. Findings of the research show that the concept of brand portfolio strategy have been transformed from identity-based to systemic approaches and then is changing to structure-oriented and hierarchical concepts. In addition, brand scope and the relationship between brand portfolio and brand visual elements are among the most important dimensions of brand portfolio strategy, which are affected by internal factors like brand related and performance factors and also external factors like consumer-related and competitor factors.

Today, city branding is important in urban spatial, cultural, social and economic structures for sustainable development, but this has been less used for several reasons. This paper discusses the identification of the causal circumstances of city branding and the analysis of its consequences and impacts in two qualitative and quantitative phases. The extracted model is based on the qualitative research method of data theory, using theoretical sampling method, and in the quantitative phase, city branding outcomes were investigated based on correlation method. The results of this study showed that, on the one hand, city branding is influential as a predictor variable for creating an ideal image and also on the level of satisfaction of residents living as criterion variables, and on the other hand, it has a direct and significant impact on audience satisfaction level including tourists.

This research aims at identifying a model for successful branding in the Ceramic and Tile industry. According to the systematic approach in the grounded theory methodology, famous experts in ceramic and tile industry and the famous firms in the industry were selected. Experienced experts in the Ceramic and Tile industry were selected using snowball sampling methodology. The data were gathered using depth-interviewing tool with 12 experts in three stages which finally led to theoretical adequacy. At the end, we identified a successful branding model in the Ceramic and Tile industry. The results showed that the effective role of the power of bargaining brokers in the relationship between producers and the consumers. It was also found that it is necessary to pay attention to national branding in the form of strong holdings in order to expand foreign markets.

Marketing resource allocation is one of organization's strategic decisions which influences their profitability both directly and indirectly. Dynamic nature of marketing resource allocation and volatile environment of organizations, in addition to advent of new media contribute to ineffectiveness of old methods of marketing resource allocation. This research adopts social constructivism philosophy and taking advantage of abductive strategy and qualitative methods of research, studies "what" and "why" of dominant model of marketing resource allocation decisions in Iranian organizations and factors affecting the decisions. Research method was grounded theory and sample consisted of 14 top and marketing managers, consultants and experts of organizations in food and beverage industries. Sampling method was a combination of purposive and judgment methods. According to the research findings, product or brand influences marketing resource allocation decisions and characteristics of the firm and conditions of market and industry shape the organization's strategies which finally result in change in market share, brand awareness, coverage and organizational learning of the organization.

Identifying the nature of sales strategy and its elements as well as factors affecting sales strategic decisions creates competitive advantage for the organizations and ensures the organization's success in sales. So this study aims to present a comprehensive model on brand sales strategy and its antecedents and the relationship mechanism between them. To this purpose, grounded theory was used and data were collected through semi-structured interviews with sales and marketing professionals in Iran's FMCG industry. Interviewees were selected through theoretical sampling and theoretical saturation was obtained after 14 interviews. The results revealed that brand sales strategy includes six dimensions: end-customer portfolio, channel members relationship type, sales channels portfolio, sales outsourcing tendency, product portfolio, and market portfolio. The antecedents of brand sales strategy were also recognized and analyzed in terms of causal conditions, contextual conditions, and intervening conditions. Likewise, to complete the model, brand sales strategy formulation was identified as an action-interaction strategy and its consequences in FMCGs were analyzed.

Trust is necessary for service marketing in order to maintain the relationship between customers and service providers because customers often have to make decisions before real experience of a certain service. One of the ways of attracting and retaining customers in electronic banking is the creation of trust in electronic banking by the banks. This study aims to design and determine a model of trust in electronic banking in order to identify influential factors on trust in an attempt to measure their trust to such customers of private and public banks in the area of Tehran who have used electronic banking during February 2015. To collect data, tibility, usefulness, and ease of use have a significant influence on trust towards electronic banking services. Further, trust can reduces perceived risk, creates positive attitude and intention to accept the services and finally, can lead to real usage of electronic banking services.