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

The tourism industry has become one of the main economic and service pillars of the world. As many development experts refer to this industry as the axis of sustainable development. This article with the approach that creating a proper image of the tourist area in the mind of the tourist increases the possibility of his re-visiting that area and can help the managers of this industry in achieving their economic goals in attracting tourists. The main purpose of this study was to investigate the effect of cognitive and emotional imagery on loyalty with respect to the mediating role of satisfaction of all hotel tourists in Sari. The questionnaire was administered to 374 people who had come to hotels in Sari and sampling was done by available sampling method. The collected data were analyzed using structural equation modeling technique and SPSS and LISREL software. The results indicate that there is a positive and significant effect between the cognitive image and the emotional image and the satisfaction and loyalty of tourists. Therefore, it is necessary to pay attention and invest in factors that can play an important role in creating appropriate images of tourist areas in the mind of the tourist.

Since automobile industry in the country is growing in terms of quality and quantity, it is involved with the complexity of services. In this research, we tried to examine the impact explanation of multi-dexterity maker of after-sales services, especially after - sales services on perceptions of quality and its effect of customer satisfaction, maintenance and loyalty. This study is an applied one from the perspective of purpose and is descriptive - survey in terms of data type and collection method. Statistical population of the study was customers of after sale authorized dealers. The sample size using Cochran formula was 372. Data analysis and hypothesis testing are done using SPSS and AMOS. According to data analysis and hypothesis testing, there is a positive and significant relationship between construction of research model on the basis of the performance of the research samples, as well as the satisfaction and retention of customers with perception of product quality according to customer expectations. Due to the position of the product in terms of different parameters, after sale services in term of loyalty of customers was not significant. Performance - importance approach in two fields of supply and spare parts and manager’s behavior, has high performance. careful inspection and appropriate technical assistance, telephone /online services, presence of higher level supports, supply of equipment and spare parts, and the quality of repairs are key factors in the power and influence of the company for after - sales services appear proportionate to employee behavior.

In today's rapidly changing business environment, finding new customers is becoming increasingly difficult. As a result, companies are placing a strong emphasis on retaining their current customers. While there's a lot of research on customer loyalty in consumer-focused businesses (B2C), creating loyalty in business-to-business (B2B) settings is a unique challenge that needs a closer look. Therefore, the goal of this study is to understand how loyalty works in B2B companies and how it's evolving.
 
To examine the advancements and developments within the domain of loyalty in B2B business models, articles on the Web of Science website were analyzed over 28 years (from 1994 to 2022) using scientometric methods and Sitespace software.
 
Research in the field of B2B loyalty has shown a growing trend. However, between 2011 and 2014, there was a decrease in research in this area. Subsequently, there has been an upward trend in research. Analysis of the top 10 countries in B2B loyalty indicates that the United States is now the leader in the number and breadth of loyalty research. Notably, countries like Taiwan and Spain are also actively engaged and flourishing in this field. A comprehensive review of B2B loyalty, encompassing its foundations, influential works, and intellectual connections between these works, revealed the key insights. The analysis unveiled highly cited articles, key authors, important keywords, intellectual milestones, and emerging research trends in the B2B loyalty domain. Overall, since 2014, B2B loyalty research has garnered increasing attention, with a significant rise in the number of articles published annually. The field has transitioned from a conceptualization stage to a cognitive psychology stage. Despite this growth, B2B loyalty research has not reached full maturity, necessitating further exploration of theoretical and methodological issues. New B2B loyalty research has introduced novel perspectives, such as attitudinal and behavioral angles, branding, service quality, and word-of-mouth communication. This diversification marks a new direction in B2B loyalty research. Additionally, the findings reveal that B2B researchers often use B2C theories as criteria for evaluating B2B loyalty. While B2B markets traditionally rely on high volume and cost-benefit analysis, loyalty in these markets also exhibits psychological aspects, indicating a new avenue for research. These results contribute to a deeper understanding of the boundaries of B2B loyalty research, providing valuable scientific information for researchers to guide the development of future studies.
 
This research serves as a guide for future B2B loyalty studies, helping researchers identify directions and avoid duplicative efforts. Organizations can benefit from the concepts highlighted in this research, aligning their strategies to foster customer loyalty in the provision of products and services.

Management of communication with tourists is considered a key component for successful tourism destinations and creates positive consequences on tourist satisfaction, brand management, competitive advantage and destination income. Based on this, the present study aims to investigate the impact of tourist relationship management on the satisfaction and loyalty of tourists. This research attempted to analyze and investigate the effect of tourist relationship management on the satisfaction and loyalty of tourists in Tehran and how the satisfaction variable mediates the relationship between tourist relationship management and tourist loyalty. The present study is applied in terms of purpose and descriptive-analytical in terms of method. The statistical population of this research was tourists entering Tehran. In order to determine the sample size, according to the number of observable variables, the sample size was estimated at 384 people. The validity of the research tool was calculated using the confirmatory factor analysis model, and its reliability was calculated using Cronbach's alpha. Data were analyzed using SPSS and SMART PLS software with descriptive statistics and structural equation modeling. The findings showed that communication management with tourists significantly affects the satisfaction and loyalty of tourists. Also, the research findings indicated that satisfaction mediates the relationship between tourist relationship management and tourist loyalty. Tourist communication management plays a vital role in the success of tourism businesses. As a result, using this tool, destinations can help create a positive experience, create tourist loyalty and satisfaction, and strengthen relationships between businesses and tourists.

Customer loyalty is one of the concepts that will lead to the success of companies in today's competitive world. Contrary to the initial idea, many researches have shown that satisfaction is not the final key to profitability and success of the organization. In fact, today, only customers who have a sense of belonging to the organization are considered profitable and long-term assets for the organization.Since the growth of various researches in the field of relational marketing and its role in consumer loyalty has caused the dispersion of information in this field; Therefore, it is very important to conduct combined researches that present the extracts of the researches conducted on this subject in a systematic and scientific manner. The present research aims to quantitatively combine the results of the researches conducted in the field of the impact of related marketing foundations on consumer loyalty, by using the meta-analysis method and comprehensive meta-analysis software CAM2, the number of 10 researches conducted in this field in Iran was investigated. Has set. The results of the meta-analysis of the foundations of relational marketing (including: trust, conflict management, communication management and commitment) showed that the foundations of trust and commitment have the greatest impact with effect sizes of 0.456 and 0.406, respectively; And the foundations of communication management and conflict management have the least impact on the loyalty of Iranian consumers with effect sizes of 0.320 and 0.308, respectively.

this study seeks to investigate the effect of destination brand authenticity and destination brand self-congruence on brand engagement and loyal behaviors (revisit intention and recommendation intention). This research is an applied research that has been done by descriptive method and is of correlation type. The statistical population of this study includes tourists who visited Naghshe Jahan Square in Isfahan in the summer of 2021. 384 people were determined as the sample size using Cochran's formula, who were selected using non-random sampling method. In order to collect data, a standard questionnaire was used, the validity of which was confirmed by a survey of experts and its reliability was confirmed by calculating Cronbach's alpha. The collected data were analyzed in two sections of descriptive statistics with SPSS software and inferential statistics. To test the hypotheses, structural equation modeling method and AMOS software were used. The findings of the analyzing eight hypotheses of this study indicate that the destination brand authenticity and destination brand self-congruence have a positive and significant effect on destination brand engagement, revisit intention and recommendation intention. The results also showed that destination brand engagement has a significant effect on the revisit intention and recommendation intention of Naghshe Jahan Square

Due to the high rate of service failure in banks and its negative impact on customer behavior, this research has been conducted with the aim of developing a satisfaction model for service recreation in banking industry, with an emphasis on grounded theory-based brand loyalty. The purpose of this research is in the field of developmental research, which is carried out with a qualitative method. The statistical population of the research is the experts and managers of Iran's banking industry (branch managers of the Bank of Agriculture) and 15 of them were selected in a non-random way. The main tool of data collection is semi-structured in-depth interview. The reliability and validity of the interviews were confirmed by two methods of retesting and intra-subject agreement of two coders. Qualitative data analysis was done using the grounded theory method and using MAXQDA software. Based on the paradigm model obtained in this research, the components related to satisfaction with service recreation in six categories of causal factors (customer-oriented, brand image, communication, evaluation of correct performance and growth and development of services), background conditions (brand culture), phenomenon The main factors (satisfaction with recovery), strategies (organization strategy, marketing, and advertising), intervening conditions (customer anger and environmental factors) and outcomes (brand loyalty, brand trust, customer satisfaction and profit increase) were identified.Based on the results obtained in this research, it can be concluded that the level of satisfaction and loyalty of bank customers can be improved by using service recreation solutions.

In today's competitive market environment, gaining a good position and loyal customers is very important. This research is a mix of qualitative method with granded theory approach and quantitative method. In order to identify the factors affecting loyalty in the first step, 19 experts who were selected by non-probability sampling method and purposeful type, were interviewed in two stages. Based on the findings of Maxqda software, the initial research model was explained. In a quantitative phase, by designing a questionnaire based on the model obtained from the qualitative section and its distribution among e-banking customers of Saderat Bank in Tehran who were selected by stratified random sampling, the model using SPSS, smart PLS3 and Structural equation technique was tested. Findings show: dedication and constraint factors affect loyalty and constraint factors such as inertia and switching cost will affect dedication factors, and finally the loyalty model of e-banking customers in Iran with two aspects of cognition-emotion-behavior and dedication and constraint factors Provided.

This study aims to explore and identify the effective strategies for enhancing customer engagement through the use of artificial intelligence (AI) technologies in online marketplaces. A qualitative research approach was adopted, focusing on semi-structured interviews with managers and experts in the fields of information technology and online marketing. Participants were selected based on their direct experience with AI technologies for customer engagement. The data were analyzed using content analysis to identify key themes and patterns. Four main themes were identified: Personalization Strategies, Interactive Strategies, Optimization Strategies, and Loyalty Strategies. Each theme comprised various categories and concepts, highlighting the diverse ways AI technologies can be utilized to improve customer interaction. Personalization strategies emphasized customized product recommendations and behavior-based offers. Interactive strategies focused on enhancing social media engagement and virtual technologies. Optimization strategies dealt with streamlining the shopping journey and site performance. Loyalty strategies underlined the importance of data-driven loyalty programs and post-purchase personalized experiences. Thus, by leveraging AI for personalization, interaction, optimization, and loyalty, businesses can significantly enhance the online customer experience, thereby fostering deeper relationships and increased customer loyalty.

Today, universities and higher education institutions are becoming globalized, students are very interested in choosing their university to see the international rankings of universities or to choose the best university of their choice through comparisons in this research. We have tried to investigate the influencing factors in student loyalty. The main purpose of this research is to investigate the effect of university brand image on student loyalty with the mediating role of trust and satisfaction, in which sub-objectives related to it have also been investigated. In the field of consumer behavior, this research covers the community of final year students of all fields and all academic levels of non-profit universities (Khayyam, Sajjad and Imam Reza (AS)). The geographical scope of this research is three non-profit universities of Imam Reza, Khayyam and Sajjad located in Razavi Khorasan province. The current research is included in the category of descriptive research from the descriptive-correlation branch. Also, using the results obtained from it can be very useful, so this research is in the category of applied research in terms of its purpose. In this research, the Lavshe method was used to check the content validity of the questionnaire; Lavshe invented a widely used method to measure content validity. In this research, descriptive and inferential statistics have been used to investigate the research questions in the society. After examining each of the influential factors, all the research hypotheses have been verified and the results have been detailed at the end of the research.

In the current competitive world, the concept and practice of marketing needs to be reviewed and the traditional techniques need to be revised. Therefore, intelligent emotional marketing is about how to arouse the emotions of the audience to increase their desire to buy a service or product. The restaurant industry is also one of the components of the economy of any country in the market-based economy and is not excluded from the application of modern marketing concepts. Currently, it must be acknowledged that the restaurant industry in Iran is not in a worthy position, and one of the reasons for this problem is the lack of attention to appropriate and up-to-date marketing models. Therefore, this research sought to design a model in emotional marketing in the restaurant industry, and in this way, it used the grounded theory research method. In this way, the interviews conducted with 22 selected restaurant managers of Kish Island were analyzed with atlas.ti software and the research model was extracted. Based on the identified components according to the model extracted from the qualitative analysis of the interviews, the necessary questionnaire was designed. Then, this questionnaire was distributed among 384 customers of the mentioned restaurants, and finally, the fit of the model was evaluated using the structural equation modeling method. SPSS and Smartpls version 2 software were used for quantitative data analysis. The results of the structural analysis have shown the appropriate fit of the model.

Perceived deception is one of the topics of interest in marketing. Although there is a significant background in this field, especially in the field of advertising, its connection with pricing has not been considered. In order to fill this research gap, the present study provides a conceptual model that examines the effect of price discounts on perceived deception and subsequent variables. The statistical population of this study is the buyers of hedonic and utilitarian goods, aged 18 and over in Tehran who have bought at least one product online or offline in the last 6 months. Using the convenience sampling method, 608 samples were obtained through the online questionnaire collection tool. This research was designed and implemented in the form of 6 scenarios, combining 3 price discounts (Regular, Tensile, and Gambling) and 2 types of Hedonic and Utilitarian products (instant coffee and refrigerator). The results of analyzing the collected data using structural equation modeling in Smart PLS software show that price discounts have an effect on perceived deception, and this effect is greater on uncertain discounts (Tensile and Gambling) than on regular discounts. Although the mediating effect of price consciousness on this relationship is not confirmed, the effect of perceived deception on dissatisfaction and perceived risk, as well as the effect of these three mediating variables on the two final dependent structures of purchase intention and loyalty, is confirmed.

Price, considered an essential part of marketing strategy, is an informational sign of fairness, the seller's ethical tendencies, and fair pricing policies. Price deception, the use of misleading pricing tactics, can be perceived by consumers through specific pricing tactics, even if the marketer does not intend to. Therefore, it is important for marketers to know when people consider pricing policies unfair and deceptive. Although perceived deception in advertising has been investigated before, it has not been seriously considered in association with pricing. In this study, by presenting a conceptual model, we examine the effect of price discounts, one of the important components of sales promotions, on perceived deception and its subsequent structures. Based on the dependence of positive and negative perceptions about discounts on the goods type, we survey the model in hedonic and utilitarian product scenarios. Since running discount promotional campaigns can be expensive and risks included, the results of this research can facilitate the decision-making path for marketing managers and business owners in this field and guarantee the efficiency and effectiveness of their marketing communications with their target market.

This applied study collected data with a quantitative survey strategy using questionnaires. The statistical population of this research comprised the buyers of hedonic and utilitarian goods aged 18 and above in Tehran who had bought at least one product online or offline in the last 6 months. Using the convenience sampling method, 608 samples were obtained through the online questionnaire collection tool. In the research plan implementation, 6 scenarios, combining 3 price discounts (Regular, Tensile, and Gambling) and 2 types of hedonic and utilitarian products (Instant Coffee and Refrigerator), were designed in which respondents were asked to answer questions after displaying an advertising banner (related to the desired product and discount). After confirming the validity and reliability of the collected data in SPSS software, due to the non-normal distribution of data, research hypotheses were surveyed using the principles of structural equation modeling (SEM) in Smart PLS software.

The results of the data analysis show that the effects of price discounts and three sub-types of Regular, Tensile, and Gambling discounts on perceived deception are confirmed. Also, based on the examination of the beta coefficients, the intensity of this effect is greater in non-deterministic (Tensile and Gambling) discounts than regular discounts and also is more intensified in utilitarian goods scenarios. These results correspond in 6 scenarios designed separately and also in their combination regardless of the product type. Although the moderating effect of price consciousness on the relationship between price discounts and perceived deception is not confirmed, the effect of perceived deception on perceived risk and dissatisfaction, as well as the effect of these three mediating roles on purchase intention and loyalty, are confirmed. It is worth mentioning that the quality of the measurement, structural and general SEM models of this research have been evaluated as qualified by the statistical indicators.

Based on the results of the present study which confirm the pricing perceived deception negative effects, marketers and enterprise owners are suggested to execute sufficient market research on their target community’s perceptions of these strategies, before deciding on their pricing policies and using promotional tactics such as price discounts. Comparing the effect intensity of 3 price discounts on perceived deception in different scenarios, it is suggested to use less non-deterministic discounts, especially in utilitarian goods promotions whose buyers have high price sensitivity. Also, applying measures to respond to buyers’ perceptions of price deception (for example, with client services, fair return policies, etc.) can control the harmful effects of perceived deception. To manage the effects on purchase intention and loyalty, clarifying pricing promotion policies, as well as using tools affecting post-purchase behaviors, is recommended. A comprehensive investigation of perceived deception in other aspects of pricing and in combination with other marketing fields can provide important research backgrounds for future research attempts and influence the effectiveness of business owners' marketing efforts.

The purpose of this research is to investigate the effect of the quality of electronic banking services on customer loyalty in Maragheh city level banks. The research is descriptive of the correlational type in terms of applied purpose and based on the method. The statistical population of this research includes all bank customers in Maragheh city. The size of the target population was considered as 198 people according to Cochran's formula and available sampling method was used. The questionnaire was distributed electronically among the statistical community and was analyzed. The results of this study showed that the dimensions of electronic service quality, including reliability, privacy and security, website design and service and support, have a positive effect on customer loyalty. . According to the results of the research, increasing the efficiency of the website when providing services to customers is one of the most important factors affecting customers, and on the other hand, the satisfaction that is formed in customers is very effective on their behavior, so the issue of special attention to These communications should be done and try to improve the quality of services that this website provides.

Along with the positive economic effects, tourism development in destinations has also brought negative environmental consequences. In accordance with this challenge, many managers of tourist destinations have focused on managing the behavior of tourists. Based on this, considering the need to deal with the mentioned challenges, or at least reduce the adverse effects and continue to attract tourists, social responsibility measures are known as one of the most effective solutions for tourism management organizations. In this research, an attempt was made to examine the effect of social responsibility of destinations on the emotional and behavioral responses of urban tourists in Tehran. The present study is applied in terms of purpose and descriptive-analytical in terms of method. The statistical population of this research was tourists entering Tehran. In order to determine the sample size, according to the number of observable variables, the sample size was estimated to be 384 people. The validity of the research tool was calculated using the confirmatory factor analysis model and its reliability was calculated using Cronbach's alpha. Data analysis was done using SPSS and SMART PLS software with descriptive statistics and structural equation modeling. The findings showed that the social responsibility of destinations had a positive and significant effect on the emotional and behavioral responses of urban tourists (satisfaction, trust, loyalty). Also, the findings indicated a positive and significant effect of satisfaction and trust on tourists' loyalty. Among the researched variables, social responsibility with a path coefficient value of 0.584 had the greatest effect on the trust variable, so that the social responsibility variable was able to explain 34% of the variance of the trust variable.Extended AbstractIntroductionSustainable development of tourist destinations such as Tehran is partly due to engaging in socially responsible behaviors by destination-related organizations and attracting the support of visiting tourists to act in environmentally responsible ways. In the past decades, the metropolis of Tehran has undergone many social and environmental changes due to population growth and development, which can affect tourism development. With the increase of environmental and social problems in Tehran, the development of the tourism industry of this destination requires serious attention to solutions such as adopting social responsibility in all pillars of its development, especially the development of the tourism sector. Such an approach can improve the reputation and image of this destination while increasing the satisfaction and trust of tourists and, as a result, their loyalty. In proportion to this necessity, in the present study, the research's central question is: What is social responsibility's effect on the emotional and behavioral responses of urban tourists in Tehran?MethodologyThe present study is applied in terms of purpose and descriptive-analytical in terms of method. A questionnaire was used to collect information. The questionnaire questions were designed using five Likert options from strongly agree to disagree. The statistical population of this study was incoming tourists to the city of Tehran, considering that in this study, the method of structural equations has been done using pls software. One of the well-known rules for determining the minimum sample required in the PLS method is provided by Barclay et al. (1995). 5 to 10 samples are required for each observable variable. A sample floor of 300 samples is also recommended. Considering that in this study, the number of observable variables (questionnaire items) was equal to 32 questions, the sample size was estimated to be 320 people. To increase confidence, the sample size was 384 people. In this research, in order to achieve the goals, structural equation modeling in SMART PLS software has been used. Results and discussionThe findings of this study indicated the effect of social responsibility of tourism destinations on the satisfaction of the results; it indicates that the value of the obtained T statistic is equal to 10.418, so this value is more significant than 1.96 and can be stated that the social responsibility of tourism destinations has a significant effect on tourists' satisfaction. Also, the coefficient of the obtained route is equal to (β = 0.513); since the coefficient of the obtained route is positive, this relationship is direct. The effect of social responsibility of tourism destinations on trust The results indicate that the value of the T statistic obtained is equal to 11.748, so this value is more significant than 1.96, and it can be said that the social responsibility of tourist destinations has a significant effect on tourists' trust. The obtained path coefficient is equal to (β = 0.584). Regarding the effect of social responsibility of tourism destinations on loyalty, the results show that the value of the T-statistic obtained is equal to 10.067, so this value is more significant than 1.96, and it can be said that the social responsibility of tourism destinations on tourist loyalty It also has a significant effect. The coefficient of the obtained path is equal to (β = 0.217). Since the coefficient of the obtained path is positive, this relationship is direct. Satisfaction and trust of tourists have a positive and significant effect on their loyalty because the value of the t-statistic obtained for the effect of satisfaction on loyalty is equal to 4.152 and for the effect of trust on loyalty is equal to 15.338; the obtained values ​​are more than 96 / 1 is. The value of the path coefficient obtained for the effect of the satisfaction variable on loyalty is equal to 0.478, and the value of the path coefficient obtained for trust on loyalty is equal to 0.792.ConclusionThe present study presents a conceptual model of the effect of tourism destination responsibility on tourists 'emotional and behavioral responses and answers the question of how destination social responsibility affects tourists' behavioral and emotional responses. Based on this, the findings of the research hypothesis test also showed that the destinations' social responsibility positively affected the satisfaction of tourists from Tehran. Contrary to the practice of all internal studies, the concept of social responsibility of the destination is less considered and more focused on the concept of corporate social responsibility in the field of tourism, and the effects of this concept are examined only from the perspective of companies and organizations involved in service delivery. This study evaluated the effects of destination social responsibility from the perspective of urban tourists. Also, based on the findings of the first hypothesis of the research, it can be said that managers of tourism destinations can manage the consequences by strengthening the social responsibility of the destination while influencing the behavioral and emotional responses of incoming tourists. The results of testing the second hypothesis of social responsibility of destinations had a positive and significant effect on the trust of incoming tourists. In fact, when a tourist has a strong sense of trust, in turn, he will have more intention to visit the destination. This finding not only emphasizes the importance of the concept of destination social responsibility as a variable affecting destination trust as a critical variable and expands the focus on trust in the tourism industry but also explains the mechanisms of social responsibility impact on tourist trust. Testing the third hypothesis of the study showed that the social responsibility of the destinations had a positive and significant effect on the loyalty of incoming tourists. Accordingly, urban tourism destination management organizations should increase investment in destination social responsibility and integrate this with long-term strategic planning because tourists' understanding of destination social responsibility is an essential source of improving tourist loyalty. The results of testing the fourth hypothesis of the study showed that tourist satisfaction had a positive and significant effect on the loyalty of incoming tourists. Based on this, it can be argued that tourist satisfaction resulting from the social responsibility of the destination can have a positive effect on increasing the number of tourists visiting or intending to visit, resulting in destination tourists becoming loyal visitors.

The purpose of this study is to determine the role of social media on customer loyalty. In terms of purpose, the research is applied, in terms of method, descriptive and correlational, and in terms of data collection method, the research method is field. The statistical population of the present study consists of all employees of Sepah Bank in Ardabil province. They are equal to 144 people. Cochran's formula was used to determine the sample size and the sample size was 106 which were selected by quota stratified random sampling method. In order to collect the required data, Albert Karuna Loyalty Questionnaire (2002) and a social media researcher-made questionnaire based on Basirian Jahromi (2013) were used. SPSS software was used to analyze the data and multivariate regression coefficient was used to analyze the hypotheses. The results show that social media has effect on customer loyalty of Sepah Bank in Ardabil province .

An era in which the survival of large companies is threatened by competitors and customers do not stay loyal to a brand for a long time and often change brands. On the other hand, the multiplicity of brands has caused people to be more exposed to strategies, advertisements and promotions related to brands, which has led organizations to explore in order to survive and gain more market share. Be more effective with their customers and consumers, manage and manage their brand relationships with consumers.In the present study,using one of the most comprehensive conceptual models available, we have investigated these factors affecting the impact of love and commitment to the brand on brand loyalty, willingness to pay more and word of mouth in choosing and buying a smartphone among Islamic Azad University students. In this research, structural equation method (multivariate analysis) SEM and smart-pls software have been used and Spss software has been used to measure descriptive statistics.The validity of the research is assessed through face, content and structural validity and reliability through Cronbach's alpha and combined reliability (CR). The statistical sample size was obtained from the table related to structural equations, which was a sample of 180 people

One of the Behavioral manifestations of tourists is loyalty. The purpose of this thesis is to explain the model of tourist’s loyalty of the cultural heritage in Ramsar destination. The statistical population of the survey are the tourists, visitors and participants in Ramsar Cultural Heritage attractions. According to the instructions, the sample number was estimated at 780 people. The findings indicate that the value, participation, and perceived quality variables have a positive and direct impact on the satisfaction, trust, and loyalty of tourists to the cultural heritage of Ramsar destination. Also, the satisfaction variable has been an effect on trust and loyalty and the variable of trust has a positive and direct impact on the loyalty of these tourists. Based on the findings and testing of the hypotheses, the final model and solutions are presented in the form of conclusions and suggestions for managers and directions for future research.

The purpose of this study was to model and simulate the effect of electronic customer relationship management (E-CRM) on bank customer loyalty using systems dynamics methodology (SDM). E-CRM is one of the first strategic initiatives in today's industry that is becoming the main paradigm of relationship marketing in the e-world. The research method was descriptive and analytical, and the research environment has been one of the semi-public banks. In this paper, after studying E-CRM and customer loyalty and identifying their indicators, the problem boundary was determined by the SDM; E-CRM includes e-banking, customer support, security, surplus services, and related disruptions. Moreover, after a semi-structured Delphi interview, the status quo data and the desired conditions were determined. In this approach, combinations of diagrams, graphs and equations, models, causal loop diagrams and dynamic models were constructed and how variables change over time were represented. Finally, validation and simulation were performed by Vensim software and the results were presented. Findings indicated that with the improvement of each of the factors of E-CRM, customer loyalty also increases.

The purpose of this study was to investigate the impact of brand gender and consumer-based brand equity on customers’ loyalty with a consideration of the role of satisfaction and trust in the Instagram social network.

This study is an applied-developmental research and in terms of data collection method, it is of survey type. The statistical population consisted of the users of Instagram in Tehran who were the followers of the Maral Leather brand and the samples were selected based on non-probability sampling method. In order to measure the variables, a standardized questionnaire was administered and the data were analyzed through descriptive and inferential statistics. Structural equation modeling (SEM) was also employed to test the hypotheses.

The results indicated that since in all hypotheses, the significance value is lower than .01 and the t value is higher than the critical value (1.96), all research hypotheses were confirmed. However, the impact level was not the same. The results of the study can offer some practical recommendations for the developmental goals of the businesses that are willing to use social media to increase customers’ brand loyalty and, as a result, ensure their trust.