جستجوی مقالات مرتبط با کلیدواژه « مشتریان » در نشریات گروه « مدیریت »

Nowadays, in order to continue their activities and attract and retain customers, insurance companies should think more about customer confusion and provide effective strategies to eliminate or reduce customer confusion. For this purpose, this research aims to provide effective strategies in managing customer confusion in life insurance.

This research is based on thematic analysis (coding and recognition of the underlying categories of the interview text or writing). In terms of the objective, it is considered fundamental based on the data collection method. The research participants are experts in insurance and marketing industry. Non-probability, judgmental, and snowball sampling methods were utilized and the number of sample size according to the theoretical saturation of the data was 23 people. Semi-structured interviews were conducted to collect data.

According to the results of the research, 3 central cores and 18 main themes with the title of customer orientation (continuous follow-up of customers, communication with customers, understanding customer needs and improving customer service and well-being), marketing strategies (holding significant and attractive events, word-of-mouth advertising, identity building),desirable in social networks, innovative use of brochures, TV programs, effective advertisements) providing a complete package of high quality services (monitoring the performance of employees, transparency of performance, flexibility in insurance coverage, providing loyalty programs in a new way, focusing on the value chain, visualizing insurance life, use of information technology (intelligence)) were identified.

In this research, the strategies of overcoming customer confusion management in life insurance services were considered. According to the findings of the research, using systems to track and understand the needs of customers by creating and maintaining long-term relationship have made customer orientation an important factor. Also, the creation of marketing strategies based on the production of stimulating content and the use of the capacity of virtual space along with the development of programs to provide high-quality services to provide superior value to the customer and according to the current conditions may assist managers and entities in charge to overcome customer confusion. In order for the desired strategy to be successful, it is necessary for managers and entities in charge to consider the confusion of customers in all stages and processes of implementing strategies.

Supplier Segmentation (SS) makes Supplier Relationships Management (SRM) easier, especially when the number of suppliers is large. SS creates value and synergy in relation with the supplier. SS as a step between the two strategic activities of supplier selection and SRM obtains distinct groups of suppliers based on their similarities. In the field of marketing, segmentation usually refers to the aspect of market demand, in which the goal of companies is to segment groups of customers with similar needs and demands. Past researches have usually considered one of the aspects of supply or demand for segmentation and have not investigated the issue of segmentation from both aspects (supply and demand). When a company (manufacturing or service) has segmentation information about the status of its customers and shopping centers at the same time, it can be successful in policies. In this paper, shopping centers (supply side) and customers (demand side) of Food Center Company (FCC) are segmented using the TOPSIS technique.

First, the criteria related to the segmentation of shopping centers and customers are identified separately based on the literature and after localization by the managers of the FCC, they are classified in two objective and subjective dimensions. After localization of criteria, four decision matrixxs are formed for 109 shopping centers and 50 customers. By implementing TOPSIS steps on the decision matrixes of shopping centers and customers, the final score of shopping centers and customers is obtained in objective and subjective dimensions. Finally, shopping centers and customers are selected in four sections, namely shopping centers/customers with weak objective and subjective dimensions, shopping centers/customers with strong objective dimension and weak subjective dimension, shopping centers/customers with weak objective dimension and Strong subjective dimension, and shopping centers/customers with objective and strong subjective dimensions are placed. By sharing the segmentation results with the managers of the FCC and consulting with them, solutions for improving the performance of shopping centers and improving the relations of the FCC with customers in the areas of supplier relationship management and customer relationship management are presented.

After studying the literature, 19 criteria related to customer segmentation and 19 criteria related to shopping centers were identified. After receiving experts' opinions, 11 criteria for segmenting customers and 16 criteria for segmenting shopping centers were recognized as final criteria. Segmentation results of shopping centers show that 32 shopping centers were placed in Section 1, 4 shopping centers in Section 2, 31 shopping centers in Section 3 and 42 shopping centers in Section 4. Segmentation results of customers show that 19 customers were placed in Section 1, 4 customers in Section 2, 16 customers in Section 3 and 11 customers in Section 4.The customers of Section 1 are the weakest customers of the FCC. FCC can remove these customers from its customer list or help improve their situation through incentive programs. For the customers of Section 2, solutions such as interaction in social networks and recording the voice of customers will be useful. For the customers of Section 3, solutions such as designing a communication calendar will be useful. The customers of Section 4 are the strongest customers of the FCC. For the customers of this sector, solutions such as providing free services and special appreciation for them can help to retain them for the company.For shopping centers of section1, the FCC can remove them from its shopping list or help to improve their situation through methods such as holding training courses in order to promote these shopping centers and evaluate their performance after conducting training courses. For shopping centers of section 2, FCC can improve their mental dimension by improving the indicators of their position in the industry, after-sales service, customer relationship management, compliance with ethical standards, desire to share information and desire to learn and grow in these shopping centers. For shopping centers of section 3, FCC should help to improve the objective dimension of these shopping centers in improving the geographical distance of the shopping center to the customer, the frequency of sales of the shopping center, the quality of the shopping center's products or services, the variety of advertising by the shopping center, and the use of incentive policies by the shopping center. shopping centers of section4 are the best and most profitable shopping centers of the FCC.

Since the past researches have examined the issue of segmentation mainly from the aspect of supply, considering aspects of supply and demand, and application in the real world is useful for researchers in this field. The company should maintain these profitable shopping centers that are effective in the survival of the company and invest in creating long-term relationships with these shopping centers.

The purpose of this research is to investigate the relationship between internal green marketing dimensions and service quality in the banking industry. In terms of purpose, this research is an applied one and in terms of research method, it is a descriptive-casual one. The research population includes all employees of Bank Saderat Iran branches in Gilan province. Using Cochran's formula, 179 employees of bank branches were selected by simple random sampling. The questionnaire used was taken from the study of Akroush et al. (2013). In order to analyze the research model, structural equation method was used using LISREL 8.53 software and SPSS 18 software was used in the descriptive statistics section. The findings showed that the two components of internal green marketing, including employee recruitment and internal relationships, due to the lack of attention to professional standards in recruiting and hiring employees, as well as the inability of managers to promote person-to-person communication between individuals and groups, have no relationship. with the quality of service in Bank Saderat Iran branches of Gilan province. However, other factors including training, motivation, job security and employee retention are related to service quality. Generally, managers concerned with monitoring and improving external customer satisfaction should develop the competencies of employees to act as "part-time" marketers for the organization. Therefore, managers' awareness of the motivations and reasons for employees' behavior and creating favorable conditions to respond to these motivations can motivate employees in line with the organization's goals, and this also provides managers with a subtle insight into the competitive advantage based on the environment.

This study was conducted with the aim of designing a co-creation model of brand value with customers in the dairy industry. The research method of the current study is mixed and it is done with two types of qualitative and quantitative approaches. In the first and qualitative part of the research, in order to collect data, interview questions were developed and in-depth and semi-structured interviews were conducted with 11 experts active in marketing and dairy industry. Then, using the qualitative analysis of grand theory, some concepts of extracting and coding indicators were done. The main themes resulting from the results of qualitative analysis are: strategic value co-creation, organizational value co-creation, value co-creation with employees, customer value co-creation, brand value co-creation strategy, brand competitiveness and organizational knowledge management. Then in the second and quantitative part of the research, validation and The screening of the indicators obtained in the qualitative analysis was done using the fuzzy Delphi technique. In the third part of the research, it was attempted to present the co-creation model of brand value with the customer in the dairy industry by applying the interpretive structural modeling method. Accordingly, "brand competitiveness" is the first or dependent variable. The variable "Co-creation of customer value" is the second level and "Co-creation of brand strategic value" and "Co-creation of value with employees" are the third level. The variable "co-creation of brand organizational value" is at the fourth level and the variable "organizational knowledge management" is at the fifth level. Finally,

The purpose of this study is to investigate the relationship between gamification, brand engagement and brand value from the perspective of customers. The present study is applied in terms of purpose and descriptive-analytical in terms of method. The statistical population of the study is the students of Allameh Tabatabai University, Tehran, Tarbiat Modares, Shahid Beheshti and Sharif University of Technology in Tehran, who have purchased at least once from the Digi Kala store and are also members of the Digi Club, which were selected by convenient sampling. Due to the unlimited size of the population, the number of samples was selected through the Cochran's formula for an unlimited sample size of 384 people. A questionnaire was used to collect data. Smart PlS and SPSS software were used to analyze the questionnaire data. The results of hypothesis testing showed that the standard factor load between the variables of gaming and brand conflict was 0.751, which showed a positive relationship between these two variables. The factor load of t-statistic is 4.574, which indicates that the observed correlation is significant; as a result, the main hypothesis of the research is confirmed, meaning that the results confirm the existence of a significant relationship between gamification and brand engagement

Any organization needs to be evaluated for awareness of the desirability and quality of its activities, especially in complex and dynamic environments. On the other hand, the lack of a system of evaluation and control in a system means that it isn't communicating with the inner and outer environment, which implies that is aged and ultimately the death of the organization. In this regard, the present study was conducted with the aim of designing a performance evaluation model for social security agencies in Isfahan province. The purpose of this research is application and developmental type.

The population of the present study consisted of all experts and experts in the field of social security, managers, staff and clients of social security agencies of Isfahan province, which reported about 10,300 people in 1398. The research sample was determined using the Morgan table of 373 individuals. Data were gathered by field method and a researcher-made questionnaire was used for data collection. SmartPLS software was used for data analysis and analysis.

The findings showed that customers'viewpoint had a significant effect on the evaluation of the overall performance of the brokerage (t=2.291,p<0.01). Also, the effect of headline managers'view on evaluating the overall performance of the brokerage firm (t=1.988,p<0.05) is significant. However, the effect of employee's view on performance evaluation (t=0.242) wasn't significant.

According to the results of the research, it can be said that in evaluating the performance of the organization, in addition to employees and management, customers have a significant role.

The nature of marketing, customer acquisition, and commercialization of academic technology in society through the conversion of knowledge and research into innovation and the production of goods and the provision of services requires that this be done through close interaction and communication between academia and society. The purpose of this study is to provide a framework for explaining the factors affecting marketing, customer acquisition and commercialization of educational technology of University of Mazandaran and the sale of its educational services to the community. For this purpose, after reviewing the relevant thematic literature and extracting the main and sub-variables, using the opinions of 12 experts to evaluate, localize and determine and explain the variables extracted by the Fuzzy Saaty Delphi technique and determine the structural relationships between them using DEMATEL technique. Findings show that among the 21 selected localized variables related to marketing and customer acquisition of educational technology in the form of four main variables (Hardware, Software, Brainware and Organizationware), book variables and their contents, and teaching skills were as the most effective casual varriables, and the variables of start-ups in Incubators, Technology Transfer Office, and student education site in industry, have been the most effective dependend variables. Finally, in order to succeed in marketing and attracting the demand of educational technology customers in University of Mazandaran, while considering all varriables, it is requiring to attend the casual varriables on starting and supporting Entrepreneurship and Innovation Centers, Technology Transfer Office,... even at the International level suitable for different scientific disciplines.

The purpose of this study was to the impact of social media advertising Features on costumer purchase intention. This research, in terms of goal, is an applied research and in terms of data collection method is descriptive. In order to gather information in this research, library and field method and a standardized questionnaire were used. Statistical population of the present research was composed of all students studying at Science and Research Branch of the Islamic Azad University, with the statistical sample taken through neither the Cochran’s formula nor Morgan’s table but rather based on structural equations modeling (SEM) with a covariance fitting approach. The statistical sample was made up of 439 students studying at Science and Research Branch of the Islamic Azad University (Tehran, Iran). The collected data was analyzed by SEM as implemented in the AMOS and SPSS software packages, based on which results the research hypotheses were confirmed at 95% confidence level. The perceived relevance, habit, interaction, and in formativeness were herein considered as independent variables, and the performance expectancy, hedonic motivation, and purchase intent were taken as mediating and dependent variables. The results showed that the hedonic motivation, interactivity, performance expectancy, in formativeness, and habit impose direct effects on the purchase intent. It was further found that the interactivity affects the hedonic motivation and anticipated performance expectancy, and that the perceived relevance imposes direct impacts on the anticipated performance expectancy and purchase intent. The in formativeness was also found to affect the performance expectancy directly. Finally, based on the obtained results, the advertisement agents specialized in social media advertising are recommended to pay increasingly more attention to the advertising on social media by employing marketing researchers and experts to improve their customers’ purchase intent. Therefore, the present study was performed to extend the present deal of knowledge about the principle aspects of advertising on social media and their effects on the customers’ purchase intent. An accurate review of the relevant literature led to the identification of six factors (performance expectancy, hedonic motivation, habit, interactivity, in formativeness, and perceived relevance) as the main predictors of the purchase intent.

The present article with a comprehensive approach and qualitative research method based on the theory of Strauss and Corbin (1990) presents the model of customer loyalty of the Social Security Organization. The theory led to the identification of causal, contextual, intervening and evaluation dimensions in the analysis of customer behavior based on the presentation of the model of customer loyalty of social security organization. The results showed that the effective causal factors on Customer loyalty include: service strategy, identifying needs and expectations, personal and behavioral characteristics of employees, selecting people based on merit, customers' inner desires, familiarity and mastery of personnel with the rules and regulations of the organization, brand identity, commitment and customer satisfaction. Strategic factors affecting customer loyalty include marketing and advertising tools, implementation of strategic plans, accountability and management tools. Implications for customer loyalty include developing long-term customer relationships, reducing costs, anticipating and planning, long-term success and risk reduction.

Today, platforms success cause platform business model changes to a successful business model in world level. But thing causes platform valuable is facilitate interactions that in this regard analysis and study of customers and servants’ expectations as customers of platforms is more important. The goal of research of customers’ expectations model design (customers and servants) is using meta-heuristic algorithm and factor analysis in order to platform development and grows. So, this research is a development and applied as view of purpose and has had a descriptive-survey research as identity and method that is a total action of inductive research. Research has two statistical societies include experts, universities masters and researchers in this area and also platform Iranian customers and servants that has used of two methods of judgmental sampling (snowball technique) and simple random. At first, for finding customers and servants expectations used of semi-structure interview and then was done automatic clustering with using meta-heuristic algorithms and the result shows that customers were include customers conclude two clusters with full of expectations and based on interaction and indifferent customers in all expectations dimensions. Its servants also include two clusters of customers with full of expectations and based on trust and indifferent servants in all expectation’s dimensions.

Nowadays, increasing the level of competition has led organizations to use scientific and practical marketing capacities. On the other hand, attracting and keeping customers has caused organizations to spend heavy budgets on their promotional activities and its optimal effectiveness is one of the concerns of managers. Therefore, identifying consumer behavior to improve processes is one of the functional priorities. One of the most important indicators of consumer behavior is the pattern of consumer involvement in the purchasing process and its consequences on decision making and post-purchase behavior. On the other hand, the value of a brand is often related to the mentality and special perception of an applied theme that attracts the customer, in this research, the social power of the brand as the mentality and perception that customers are beyond. They decide to buy can have brand characteristics, consider them, and by selecting French and Raven's type of social influence, we have five bases of brand social power. We have identified that they correspond to their primary power bases. Also, assuming that brands have the power to meet the different social needs of customers, markets can be segmented and target sectors can be identified based on these needs, based on Hersey and Blanchard's situational leadership theory. We have extended the staff's levels of readiness (follower) to the levels of mental readiness of customers to provide a new indicator for the market segmentation, so that we can be able to fit each level, Focus on one of the dimensions of brand social power in our positioning strategies in the market. Therefore, in order to increase the existing theories and theories in marketing, this study aimed to identify the effect of different dimensions of brand social power based on customers' mental readiness on purchase decision.The present study is applied based on the purpose of the research and descriptive-survey in terms of data collection. The statistical population of this study consisted of Chopan dairy products consumers in Tehran who were selected by random sampling and the sample size was 384 people. In order to analyze the data and test the research hypotheses, the modeling of structural equations with the approach of minimum partial squares was used and the results indicate that the effect of brand social power dimensions on different levels of customers' mental preparation on purchase decision is different.

Any organization needs to be evaluated for awareness of the desirability and quality of its activities, especially in complex and dynamic environments. On the other hand, the lack of a system of evaluation and control in a system means that it isn't communicating with the inner and outer environment, which implies that is aged and ultimately the death of the organization. In this regard, the present study was conducted with the aim of designing a performance evaluation model for social security agencies in Isfahan province. The purpose of this research is application and developmental type.

The population of the present study consisted of all experts and experts in the field of social security, managers, staff and clients of social security agencies of Isfahan province, which reported about 10,300 people in 1398. The research sample was determined using the Morgan table of 373 individuals. Data were gathered by field method and a researcher-made questionnaire was used for data collection. SmartPLS software was used for data analysis and analysis.

The findings showed that customers'viewpoint had a significant effect on the evaluation of the overall performance of the brokerage (t=2.291,p<0.01). Also, the effect of headline managers'view on evaluating the overall performance of the brokerage firm (t=1.988,p<0.05) is significant. However, the effect of employee's view on performance evaluation (t=0.242) wasn't significant.

According to the results of the research, it can be said that in evaluating the performance of the organization, in addition to employees and management, customers have a significant role.

Understanding and study of customer expectations is an efficient instrument and subjects and basic concepts in management as valuable fund and can be a base for upgrading of service quality level.Main question (or main purpose): So, in this research check out this matter that customer has how expectations of scientific Basij and technology organization and which expectations are the most important as priorities.The study is practical as purpose and descriptive as method and survey as type and general approach of inductive research. Study statistical society includes scientific managers in Basij base levels of Hormozgan province that chose  persons among them by sampling. At first, it used semi-structured interview for finding expectations after study of research literature and similar researches. Then it considered collected data analyses of researcher questionnaire with using statistical techniques. Researcher results show that all expectations is very important as customer point of view and also expectations like “set up information bases and continuous and effective presence in cyber space”, “ increases of abilities of creative thinking and create ideation approach”, “ support of opinions and creative plan to reach in production cycle” toward other expectations have higher ranking average and is as the most important and priority of customer expectations scientific Basij, research and technology organization.

This research aims at designing a value creation human resource model for customers in the banking industry and identifying the relevant components and indicators. Since this is an applied research, it follows an exploratory combined method. The statistical population of the study includes experts of banking industry, with whom 15 interviews regarding human resource were conducted in the qualitative phase with the samples selected through purposeful sampling method. In the quantitative phase, the sampling method was purposive judgment method was selected and a questionnaire was used to collect data. The statistical sample in the quantitative section contained 218 people, including experts, human resource practitioners in the banking industry (Saderat, Mellat, Tejarat, and Refah Kargaran). For the analysis of the qualitative data, the thematic analysis method was used, to be studied in three sections: inclusive themes, organizing themes and basic themes. In the thematic analysis section, 3 comprehensive themes were identified containing 26 organizing themes taken from 70 basic themes. These variables included upholding a customer-oriented organizational culture, relationship between employees and customers, and the participation of key customers in human resource processes. The structural equation method along with Smart PLS.2 software were employed for quantitative data analysis. The results indicated that the research model is of good fitness and all the identified organizing themes significantly explained the comprehensive themes.

The purpose of this study was to identify the relationship between the quality of e-services and customer confidence in using tourism services online. The statistical population of e-services customers is selected from ten selected branches of Tourism Bank of Tehran (north, south, east, west and center). The statistical population of the study is unlimited and the sample size is 384 according to Morgan table. The sampling method is cluster. The data were collected through two standard questionnaires of quality of service and customer confidence and analyzed by SPSS and LISREL software in two parts: descriptive statistics and inferential statistics. The results of the research confirm the research hypotheses and there is a significant relationship between the quality of services provided in the branches of the Tourism Bank and increase the customer's trust.

The aim of this study was to evaluate the effect of brand personality congruity, brand attitude and perceived value components (personal, social and functional). The study population includes clients of private banks in the city of Tehran. Data collection for this study was a questionnaire that its validity was confirmed by experts and respondents and reliability using Cronbach's alpha coefficient and composite reliability (CR) was calculated. Depending on the type of non-random sampling method was available; a questionnaire was distributed among 400 customers of banks. Of these, 352 questionnaires were collected using partial least squares method which is a method of structural equation modeling, were analyzed. For this purpose, the software was used SPSS20 and SmartPLS2.0. The results showed that the brand personality congruity, brand attitude and perceived value components, there is a significant relationship. According to the findings, it can be said that this research will lead to a better understanding of the mechanisms proposed test marketing is an acceptable basis for maintaining and increasing the value of the perceived customer banking services.

Maintain customer loyalty and attract it, is considered essential for continued business. Meanwhile, the banking industry is not an exception. The bank should also seek to improve their customer loyalty management strategies are different. To most people, researchers and executives, the most important result of the application of marketing relationship banks, like other service sectors making loyal customers and the consequence is that banks have been marketing specialists.Given the importance of this approach in today's organizations, This article bases of the evaluation of the relationship of trust, commitment, communication, conflict management and customer loyalty Competence with banking services is examined. The present article is a descriptive study of the correlation of multiple regression was performed and a population of 384 bank customers in the province's export. The data in the study and questionnaire data were analyzed with regression. The results indicate a significant positive effect on customer loyalty; relationship marketing is a province in the bank. The effect of structural aspects of relationship marketing on customer loyalty were also investigated the effects of all significant aspects.

The aim of study is investigate the effectiveness of sports brand advertising on electroencephalographic changes and purchasing decision among athletes (interested and uninterested) and non-athletes (interested and uninterested) in neuromarketing. In this study are discussed “Adidas sports brand advertising” as independent variable in this study, “Brainwave activity” and “purchasing decision” as the dependent variable. This research is applied in terms of purpose and is single blind. The general model for the study, composed the six main elements. The first step was the selection of subjects and sampling with the informed consent form to participate in the research project which includes the demographic information and information about the history of the disease. Part II included the researcher made questionnaire on attitudes toward the your brand favorite before seeing ads which includes 26 questions of 4 components: (the amount of consumer attention to ads, the advertising tools, operating practices, advertising and broadcast advertising time). The next step was record the brain waves of people by using the tool ProComp 2 before viewing the ad. The third stage was record the brain waves of people by using the tool ProComp 2 while viewing the ads. The fifth stage, was recorded their brainwave activity after watching the ad. The final phase was questionnaire researcher made of the effects of advertising on purchasing decision consists of 26 questions of 4 components: (the amount of consumer attention to ads, the advertising tools, operating practices, advertising and broadcast advertising time). The study population consisted of all University of Tabriz students, including athletes and non-athletes were interested and interested in the Adidas brand. The statistical sample were approximately 40 students (10 sportsmen interested, 10 non-athletic people interested, 10 athletes uninterested and 10 athletes uninterested, all right-handed, in the age category 35-20 years and no history of illness and surgery in the head) Athletes were of the students who were active at least in category of two. Information became to the quantitative data using the BioGraph Infiniti software and 16spss. Data analysis was performed using descriptive and inferential statistics. Kolmogorov – Smirnov Test was used for study normality of data distribution, and was used Paired t test, analysis of variance with repeated measures and the approach of Wilks Lambda to test the hypothesis. Results showed differences in the impact of advertising on the decision to buy in interested and uninterested groups. That is, advertising had an impact on the decision to buy in interested persons (athletes and nonathletes). The results showed different frequencies of brain activity before, during and after viewing the advertising in people interested and uninterested. This results consistent with findings of other research.