فصلنامه تحقیقات بازاریابی نوین
سال نهم شماره 2 (پیاپی 33، تابستان 1398)

For decades, enterprises focused on brand and products rather than the customers. But, now, economic enterprises focused on building and maintaining effective customer relationships. In such situations, the recognition of customers and their needs has become vital for organizations. One of the most widely used methods for recognizing customers is to segment them into homogeneous groups and recognize the characteristics of each sector, but traditional and static segmentation of customers is not able to respond to the rapid changes in today's dynamic markets. In the era of modern communication and technology, customers are constantly moving between different segments. Knowing patterns of change and the dynamics of customer segments is a key factor in gaining a deep insight into customers, predicting market changes, and even managing them effectively. Major studies in the literature attempt to develop a general and Cross-industry model for interpreting the dynamics of customers, while the nature of customer segments and the dynamic patterns from industry to industry are completely different. The present study, with the consideration of the characteristics of a particular industry (banking industry), explores the dynamics of customers using big data analytics. The results revealed eight categories of patterns and associations which can be proposed to predict the future dynamics of customers and direct it to improve effectiveness of marketing activities in the related industry.

When crisis occurs, the nature of the person is such that he wants to know what happened and what the reason is for it. Due to the different perception toward an event between company and consumer, crisis should be viewed from the consumer's perspective. Crisis conditions may lead consumers to make new decisions. For example, when a product fails, they may decide not to re-purchase the company's products, or to advertise negatively about malfunction in the company or the failed product. Each of these decisions, in their turn, can cause damage to the company. The present study, focusing on the crisis of dairy product failure, addresses the importance of how the two factors of response strategies and reputation of the company affect the consumers' buying intention and negative WOM after the crisis. The research was conducted experimentally and with scenario design. The description of the crisis conditions was based on eight scenarios, taking into account two levels of reputation (reputed and unknown company) and four companies response strategies (denial, involuntary recall, voluntary recall, and super effort). For each scenario, 30 participants were considered. A total of 240 questionnaires (containing scenarios and questions) were distributed among the consumers in Najm and Ahmadi stores in Rasht. After collecting the questionnaires, they were analyzed. The research hypotheses were analyzed using ANOVA and SPSS software. The research findings in the conditions of dairy product failure showed that reputation of the company did not make any differences in buying intention and negative WOM among the consumers. Similarly, consumers did not differentiate between denial, involuntary recall, and voluntary recall strategies by showing similar buying intention and negative WOM but these two behavioral intentions differed significantly in the strategy of the super effort with each other. Therefore, super effort was chosen as the best and most appropriate strategy in comparison with the other three strategies due to having the highest average of purchase intention and the lowest mean of negative WOM. In addition to demonstrating the role of reputation, the research emphasizes on the importance and value of accepting responsibility and corrective actions. While the difference between the voluntary recall and the super effort is due to the company's additional efforts to compensate in the latter, research findings show that these actions have a determinative role in influencing consumers' buying intention and negative WOM.

Different theories have examined the motivation of individuals to participate in the value co-creation, and all these studies agree on the importance and usefulness of the value co-creation by customers. Despite agreement on the importance and usefulness of the value co-creation by customers, but there is still a lack of knowledge about the nature and quality of people's participation, their motives for creating a common value in organizations, and the existence of different theories to explain this process. The purpose of the current research is to provide an appropriate model for explaining the motivation of consumers to participate in value co-creation. In this regard, we examined the initial motivations of consumer participation in creating a common value based on different perspectives and identifying common models for attracting customer participation and value co-creation. To achieve the model in this study, the meta-synthesis method has been used to identify and review related articles in the period from 2006 to 2017. After extracting the concepts and issues related to participation in the value co-creation, 66 selective codes and 13 indicators were identified. These indicators included behavioral, emotional, financial interests, social interests, perceived risk, technical, collectivism, perceived performance, social learning, and information factors, personal intentions, psychological intentions, and financial expectations. Also, using the Interpretive Structural Modeling, these factors were classified into four levels. The results showed that psychological, social and emotional motivations have the most impact on other motives, so that all ten other motivations are directly or indirectly influenced by these attributes.

Marketing plays an important role in determining the strategic goals and the outcomes of the company's performance. Regarding the importance of the steel industry as the second non-oil export industry in the country, this study tries to identify, categorize and model the affecting factors on marketing in the major steel companies by using the qualitative research method. According to 30 interviews with experts in the steel industry in the year 1396 AH, 16 major categories were identified based on the Paradigmatic Model of grounded theory that have been structured in the form of six dimensions. Strategic management as the causal conditions, corporate social responsibility, market orientation and internal marketing as intervening conditions, appropriate investment as the underlying condition were identified. Territory, supply chain management, logistics and transportation, appropriate scale of production, production technology, proper interaction with customers, productivity, price, and product as the interactive dimensions have been identified. Strategic marketing as ‘central phenomenon’, and the performance and brand equity as ‘consequent dimensional’ have also been identified. In the quantitative section, the obtained model by the distribution of 384 questionnaires, was tested by structural equation modeling and the position of the variables was tested by t-test. The results showed that position of the variables of the strategic management, territory, supply chain management, investment, corporate social responsibility, logistics and internal marketing are not suitable. Also, in ranking of affecting factors on strategic marketing, it was specified that strategic management, market orientation and product quality are the most important factors.

This study investigated the effects of dairy product packaging necklace on customer attention. In order to measure the customer attention, the gazing fixation count on the figure of each product was taken into account. The products that were assessed in this study were Pegah with and without a necklace, Vivan, Sarbona, Asayessh and Dahati brands. There were two designs of picture compositions one of each was displayed randomly. Composition A comprised all brands and Pegah with a necklace while composition B comprised all brands and Pegah without a necklace. In this experimental study, 30 of the students and staff members of Shahid Beheshti University were selected by convenience sampling. Then, each participant was asked to complete a task chosen randomly from two designated ones about choosing a dairy product for a) a restaurant or b) a health clinic. The fixation count was measured by eye tracking SMI RED 250, and the yielded data were analyzed by SPSS software. The results of the analysis showed that there was a significant difference between gazing fixation counts on the figures of different brands in composition A with the highest count for Pegah. However, there was no significant difference between the gazing fixation count on the figures of Pegah brand with and without a necklace. The results show that there is a minor visual attention to the necklace of the product.

In the year named as "Supporting Iranian Goods", more attention has to be paid to consumers’ tendency to prefer domestic products which is a major research topic in International Marketing field. In this vein, the present study attempts to explain the difference of the positive attitude towards domestic products in different product categories. The authors adopted a model based on country of origin (COO) effect studies, to explain the consumers’ disposition toward domestic products at the level of product categories, and for its empirical testing, collected 297 analyzable questionnaires about domestic cars and 217 analyzable questionnaires about domestic rice based on virtual snowball sampling method and applied the Partial Least Squares (PLS) method in modeling. The results show that consumers’ attitude towards domestic products is different between the two product categories and “more satisfaction with products and prices” and “less risk perception” intensify the consumer ethnocentrism and their positive attitude towards domestic products in the both product categories. The findings confirm the positive effect of the producers’ capabilities on the positive attitude towards domestic automobiles but they don’t confirm this effect for domestic rice. This survey denotes that consumers’ willingness to "Support Iranian Goods" is largely formed within industries; thus by long-term plans more support for domestic products can be achieved.

Nowadays, the concept of marketing intelligence as a business is very important due to its role in organizational decision making and productivity enhancement and competitive advantage in different industries. At the beginning of an information chain, the marketing intelligence system promotes the value of information, and also uses various technologies to collect and structure data and transform it into information. The purpose of this study was to design an interactive model of marketing intelligence and performance effectiveness in the insurance industry. The statistical population of this study was experts and managers of Pasargad Insurance Company, the number is about 35 individuals. In order to identify the factors affecting the relationship between marketing intelligence and organizational performance, 15 experts were interviewed after reviewing the literature. In the first step and after the in-depth structured interview, the indicators were extracted from all interviews, and in the next step, through axial coding, similar and distinct codes were determined and similar codes were merged. In the third step, a combination of the identified indicators was presented by examining the research background and the model derived from the results of the interviews. Factor categorization was done through factor analysis, then the identified factors were prioritized using fuzzy AHP and the corresponding model was presented.

The inclusive growth of information and communication technology has had a significant impact on the banking industry. Providing banking services to customers through mobile phones is one of the latest technologies. Evidence suggests that using mobile-bank among the customers of banks is expanding. The purpose of the present research is to provide a model for assessing the impact of attitude, personality, perceived risk, ease of use, and brand image on the frequency of using mobile-bank. The statistical population of this research includes all clients of different branches of Melli State Bank in Isfahan, who are using the Mobile Bank software. Of the customers, those who were available were selected for statistical sample (230 people). Finally, 199 questionnaires were completed and collected. The research instrument was a multi-part questionnaire, and available sampling was also used. The validity of the questionnaire was confirmed by factor analysis, and its reliability was confirmed using Cronbach's alpha (0.837). The analysis of the research data was done using structural equation modeling with the help of AMOS software. The results show that ease of use and perceived risk affect the attitude of users. Also, the results indicate that there is a significant relationship between attitude and frequency of using mobile-bank. Also, the results indicate that the impact of the variable personality characteristics on the attitude, brand image, and perceived risk on the frequency of using mobile banking is inadequate

The purpose of this research is to investigate the determinants of electronic word-of-mouth (e-WOM), and the effects that it can have on the immediate and hidden consumer's behavioral responses. This research is a practical in terms of purpose, and descriptive-survey and correlation type from the view point of data-collection procedure. The statistical population was Iranian Instagram users. The responses of 393 users were collected by electronic questionnaire in online platforms. The validity of the questionnaire was verified through content validity and the reliability through Cronbach's alpha. Data analysis was conducted with SPSS and structural equation modeling method by the Smart PlS software. The results indicate that the tie strength, resemblance, normative influence, and informational influence have a positive significant impact on e-WOM. Also, e-WOM has a positive significant effect on information pass-along, impulse buying, future-purchase intention, and brand engagement of consumer's behaviors. In addition, according to the results of this research, it was found that the variable ‘trust’ has no significant effect on e-WOM variable.

Brand performance and market control are two mechanisms that their roles in the success of an organization should be examined. Brand performance as an indicator is used to evaluate the brand ability in delivering value to customers. Market control is an instrument for an organization to penetrate into the market and adjust its consumers’ behavior. This research was designed to explain how an organization’s achievement can be achieved through brand performance and market control, and to this end, the roles of brand performance in creating the valuable brand and market control in adjusting the consumer’s behavior have been surveyed. The statistical population of this study was experts in the field of information technology and 158 employees from Maadiran Group were sampled. Library studies were used to model and develop the hypotheses and the data were collected by simple random sampling. To assess the validity and reliability of the model and test hypotheses, structural equation modeling with partial list square using Smart-PLS was employed. Findings showed two effective approaches to gain achievement; creating the valuable brand is a way to gain success in brand-based organizations; whereas market oriented organizations adjust consumer behavior to gain success. Also, according to resource-based theory, it can be suggested that only one of these strategies should be implemented in an organization to gain success. Because, in the case of simultaneous emphasis on the two approaches, they would loss their maximum capacity compared to the times they are used alone.