دوفصلنامه راهبردهای بازرگانی
سال بیست و پنجم شماره 2 (پیاپی 12، پاییز و زمستان 1397)

Relationship marketing to create, develop and maintain long-term relationships with customers. Relationship marketing theory confirms the commitment of the impact of trust and commitment, in turn, will be determined by behavior. This marketing is different with Marketing Trading. The aim of this research is presenting an interactive relationship marketing model for charities and reaction of donors. This research is implacable and descriptive survey. Statistical society includes Imam Khomeini relief Committee of Ilam, according to the unlimited society, the sample size is 384. Sampling method is available sample. Data was gathered through questionnaire and its reliability and validity was confirmed. Data was analyzed by PLS. results show relationship marketing has positive and meaningful impact on donors' trust and commitment, donors' trust has positive and meaningful impact on on their commitment and donors' commitment has positive and meaningful impact on WOM and donation. Also religious beliefs have a moderating role on relation between donors' commitment and donation.

Nowadays, people rely mostly on the information gathered through word of mouth regarding the purchase of products of using services. On the other hand, due to the expansion of social networks among people and its daily usage in society, these advertisements are mostly published in social networks. However, not all these advertisements are accepted by the audiences. Therefore, the aim of this study is to identify the effective factors in accepting the electronic word of mouth advertising. In order to do this, oriented-based qualitative content was used to provide the study conceptual model. The proposed model consists of seven dimensions and 38 indexes. Dimensions of the study consist of: quality of word of mouth advertisement, validity of word of mouth advertisement, apparent features, situational factors, personal features of receiver of electronic word of mouth advertisement, quantity of advertising message and social factor

The aim of this study is identifying and modeling the most important internal and external organizational factors in successful implementation of customer relationship management system in the Social Security Organization and its impact on improving internal processes, customer satisfaction and profitability. The research statistical population included senior managers and experts of Esfahan Social Security Organization which 285 individuals of them were selected randomly as samples. A researcher-made questionnaire was used to collect the data that its credibility was confirmed with content (face) validity and reliability by Cronbach's alpha coefficient of 0.77. To analyze the data and to test research hypotheses, structural equation modeling approach and SPSS22 and AMOS22 softwares were used and the fitness criteria (e.g. CMIN/df = 3.21, CFI = .92, RMSEA = .069) confirmed the research model. The research finding identified the most important factors in implementation of customer relationship management and also indicated that the effective implementation of customer relationship management has a positive impact on improving internal processes of organization, its profitability and customer satisfaction.

The today's business environment is so dynamic and complex and this conditions became made even more complicated when economic depression has shaded the economy and the production and service sectors are in the grip of the depression. In the situation the firms are under the depression, to adopt marketing strategies that can help them improve their performance by focusing on optimization opportunities, sales growth and acheiving to sustain competitive advantage. At present, the textile and construction industries in Iran are in such a complicated situation so that they face lowered demand and need right marketing strategies. Thus, this research was aimed to explore the significance of marketing strategies for the marketing performance of textile and construction industries and to rank them under economic depression. To this end, the library study was accompanied with field studies. A questionnaire composed of 27 questions was designed and its content validity was confirmed. Then, it was administered among production, marketing, and R&D, and higher managers of nine textile manufacturing firms and 20 construction firms sampled by purposive judgmental technique. After the questionnaires were collected, the reliability of the questionnaire was estimated at greater than 0.7 by Cronbach’s alpha. Data were analyzed by structural equations modeling. The results of confirmatory factor analysis revealed that the values of model fitting indices were appropriate. According to the results of path analysis, the segregate marketing strategy and centralized marketing strategy had significant positive impacts on the market performance of the firms. But, indifferent marketing strategy influenced market performance negatively. Also, Friedman test revealed that the segregate marketing strategy was ranked in the first in both industries.

One of the important strategies in economic development, is development of non-oil exports. In order to increase non-oil export policy, cognition of domestic products priorities that have the necessary conditions of international markets penetration, it seems to be necessary. In this study, the structure of the global market was studied for three products as apples, grapes and kiwi and Iran’s market power in targeted countries compared with competitors by using Herfindahl-Hirschman index and also ranking the Iran’s targeted countries based on some indicators such as market continuation, the average price in dollar, average share of the targeted country, coefficient of price volatility and the coefficient of volatility for the imports share of targeted country and by using numerical taxonomy approach. Results of ranking the global market for apples, grapes and kiwi showed that market structure of these three products over the period 2001 to 2014 respectively are opened oligopoly, between opened and closed oligopoly and closed oligopoly. According to the results of ranking the targeted countries for these products, marketing action in main targeted countries will be suggested by using MOUs preferential and bilateral action to prepare necessary conditions for changing the export pattern and achieving the proposed model.

Many studies suggest customer behavior is both functional and good-mannered way during the exchange process, but there is evidence that shows customers sometimes do dysfunctional behaviors and impose problems for organizations, employees and even other customers. Dysfunctional customer behavior is influenced by various factors. According to the role and importance of the customer in the survival of the organization, managers need to understand the importance of these factors. Because few studies have considered this aspect of customer behavior, the purpose of this research is studying influencing factors on dysfunctional customer behaviors. Based on the theoretical foundations of research, factors such as disaffection with service, confusion of servicescape and psychological obstructionism are effective in these behaviors. The sample of this research is customers of after sales service dealerships of car companies (Irankhodro and SAIPA) in Ahvaz. Eventually data were collected from 385 questionnaires and analyzed through structural equation modeling (SEM) and using PLS software. Statistical test results showed that confusion of servicescape affected significantly on disaffection with service and ddysfunctional customer behavior. Also psychological obstructionism affected individual assessments of servicescape and dysfunctional customer behavior. And on other hand, disaffection with service affected dysfunctional customer behavior.

In the current world, export development is not limited to increasing foreign exchange earnings through exports of goods and services, but also plays a more important role as a growth strategy and even economic development in the world. Therefore, how to become a successful exporter is becoming more and more important. The main objective of this study was to study the effect of entrepreneurial orientation on export power through the study of the role of organizational learning capability and innovation performance mediation in small and medium sized export companies. The purpose of this research is applied and its method is descriptive correlations. The population had formed of 1000 SMEs, active in the export sector and a member of the SM Industry Information Center. According to population, by helping Morgan table, sample size was 278 and eventually by clustering sampling, 305 questionnaires were collected electronically. Reliability of research by investigating internal consistency and its validity through expert’s opinion was assessed and approved. Check hypotheses in the form of SEM and Lisrel was done. The results showed that entrepreneurial orientation directly as well as through innovation performance and organizational learning capability indirectly increases export intensity.

Given the importance of advertising and the massive expenditures on it, evaluating its effectiveness is one of the key questions in marketing. Also endorser as the most commonly used communication tool, allocates a large portion of advertising costs and its use is still under development. In this project, we use Communicational and Observational approaches to explore the impact of utilizing ‘human face’ on advertisements effectiveness. The research was conducted in the Eye Tracking Lab of the Institute for Cognitive and Brain Sciences (ICBS), Shahid Beheshti University, over 6 months. The results reveal, inclusion of a face in an advertisement has a significant effect on the visual attention of the audience to pictorial and textual features  ,So that, Human face attracted more attention towards the entire ads well as the pictorial part of it. The impact of faces on advertisements can be measured using merely observational devices, such as an eye tracking, and traditional communicational questioner does not report a different outcome by this amount of participants. In other words observational approaches prepare complementary cognitive and emotional information which may not presented by questioners.

Strategic management is one of the ways that could considerably help the Iranian insurance companies with a serious change so that they can be addressed on the world field. The results of researches indicate that many processes of strategy are leading to the failure in organizations. Strategies faced with failures, in addition to imposing additional expenditures to organization, leads to loss opportunities and future benefits. The factors that lead strategies to the failure is predicted as strategic management risks (or strategic risks) that The main goal of present research is identifying these risks for Iranian insurance industry so that insurance managers before starting strategic process, being familiar with the existence barriers through the path so can better counter with them and increases the likelihood of success. According to investigations, no research has been done in Iran in this topic. grounded theory is the method used for identifying strategic management risks of Iranian insurance industry and data needed for research, has been collected by deep interviews with some of prominent experts and researchers of the insurance industry. These people have been choosen by Judgment and snowball sampling. Interviews have been analysed by coding with the help of Atlas ti software. In result of coding, 97 concepts were found that after classification, the strategic management risks of Iran’s insurance industry are identified as human resource risks, commercial (environmental) risks, operational risks and events risks.

Consumer -brand engagement is a new concept in marketing literature that has attracted increasing attention of academics and researchers. The impact of consumers’ engagement with a specific brand on corporate performance is the factor that has caused this concept to receive increasing attention in recent years. The present study is an attempt to investigate the effect of subjective drivers (involvement, brand jealousy, brand love), social drivers (social identity, social norms) and behavioral drivers (brand usage experience, functional benefits) on Consumer -brand engagement according to the nature of goods. The research methodology is applied in terms of objectives, and descriptive in terms of nature. The population of the study consisted of customers of Apple and Samsung brands in Tehran. 334 questionnaires were filled by the customers. Structural equation modeling and subgroup correlation test were used to analyze the data. AMOS and SPSS software were used to analyze the data. The results showed that the subjective, social and behavioral drivers have a positive effect on consumer brand engagement. The results also showed that the relationship between brand jealousy and consumer brand engagement is stronger for Hedonic goods. Finally, the research results showed that consumer brand engagement has a positive and significant effect on satisfaction, loyalty, word of mouth and customer confidence.