فصلنامه تحقیقات بازاریابی نوین
سال دهم شماره 2 (پیاپی 37، تابستان 1399)

The present study seeks to answer this question: do customers at different stages of their relationship life cycle with the company perceive relationship benefits offered by companies equally? The customers of Keshavarzi Bank in Tabriz were selected as the statistical population of this study and 417 customers participated in the research by completing a questionnaire. Simple random sampling was used to select the samples. The validity of the measurement tools was confirmed by three methodscontent validity, convergent validity, and divergent validity. The reliability was confirmed using Cronbach's alpha, Composite Reliability (CR), and Average Variance Extracted (AVE). Statistical analysis of the data was performed by the confirmatory factor analysis and one-way analysis of variance. In order to ensure the adequacy of the data for conducting factor analysis, the Kaiser-Meyer-Olkin (KMO) index and Bartlett’s test were used. The results of testing the hypotheses by one-way analysis of variance showed that the three types of the perceived relationship benefits at different levels of the customer relationship were not the same and their differences were statistically significant. The perceived benefits of relationship marketing financial programs had the greatest value in the relationship development phase.  The perceived benefits of social programs had the highest value at the maturity stage, and the perceived benefits of structural programs had the highest value in the development and maturity stages equally.

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

Customer-perceived value is a key concept in strategic marketing. Because long-term goals of the organization will not be achieved until the customer’s mental desire based on his perception of the product is met. Therefore, the purpose of this study was to investigate the relationship between the perceived value of customers of luxury car brands and their purchasing behavior. Among the various research methods, this study was descriptive-correlational of the type of structural equations.  In terms of purpose, it was also a type of applied research. The statistical population of the study was the owners of luxury cars over 600 million Tomans in 1397 AH/ 2018 and the place of research was five regions of Tehran. The data were randomly collected from 385 luxury car owners in Tehran using the standard questionnaire of Widman et al. (2009, 2012), Lee and Wuwang (2011), and Chou et al. (2012). In order to test the research hypotheses, structural equation modeling analysis method was used using Laser software. The results of this study indicated that the perception of functional, individual, social, and financial values ​​had a positive effect on the behavior of Iranians buying luxury cars and the sub-components of each of these value variables also affected the purchasing behavior. However, according to this result, individual and functional values ​​had the greatest impact on Iranians’ purchasing behavior from luxury cars, and materialistic and hedonistic values ​​of the individual dimension ​​and the quality of functional values ​​had the greatest importance in predicting purchasing behavior.

The objective of this paper was to design a model of the impact of customer knowledge on corporation performance and analogy with performance aspects based on the Balanced Scorecard framework in IT security companies. For this purpose, IT industry security experts were interviewed based on the grounded theory approach. The model of the effect of customer knowledge on the performance of the organization by open, axial, and selective coding with a paradigmatic approach was drawn and the components of this model were compared with the balanced scorecard model. The results of this study, in addition to presenting the model of the effect of customer knowledge on the corporation performance aspects, showed that customer knowledge affected all four aspects of financial performance, customer, internal processes, and growth and learning based on the BSC model. This study also showed that in order to influence performance by customer knowledge, knowledge maturity and customer knowledge maturity are needed. According to research results, IT security companies can improve the financial performance index in addition to improving performance indicators by creating and developing customer knowledge management. This article is one of the first studies regarding the impact of customer knowledge on the performance of corporations in the four perspectives of the BSC model that thoroughly shows the effect of customer knowledge on the performance of the corporation.

There is no doubt that the movement towards globalization is growing rapidly and global trade and markets of different countries are finding themselves in the global village environment in an enthusiastic environment. While entering the global market has its own challenges, there will be wide benefits to attending this market which in turn creates good opportunities for business and business development. In this great challenge, company managers will be required to know the global marketing index and strategy to manage and control it. Clearly, smart managers shouldn’t overlook this opportunity that could happen to them around the world. In this research, first, by studying the research background, the effective indicators on the global marketing strategy were identified and after creating a checklist and validation of experts, the relevant indicators were selected. In the next step, using a questionnaire, interview, and fuzzy logic, the permeability matrix of the indicators was obtained. The obtained matrix was then analyzed using fuzzy cognitive mapping method. The obtained results showed that the product market position, product diversity, and quality have the highest interaction with other indicators, respectively. Therefore, managers in this field should focus on these indicators when making decisions. Also, the known paths in this research, according to the rule of systems theory, have shown an orderly end. After reviewing them, the three elements that influenced the global marketing management policies, using the company’s international experience, introduced the reduction of after-sales service through the production of quality products and and legal requirements to managers in this field.

Today, the medical tourism industry is considered as one of the most important industries in the world and one of the highest income industries. The growth of information and communication technologies has not affected the growth of the industry over the past few decades and has provided the growth of electronic tourism. Given this position, it is necessary to elaborate a recommendation system template for e-tourism marketing as an issue in the country and to strengthen the strategies and mechanisms for promoting and empowering the industry through the information technology approach. This study aimed to design a recommendation system model for e-tourism marketing in Iran. The research is developmental in scope and is a component of mixed research. The statistical population was in the qualitative part of hospital managers and medical tourism experts who were selected by snowball method. They had an in-depth semi-structured interview. The qualitative results showed that the model of medical tourism has five dimensions including factors related to medical services, factors related to individual characteristics, factors related to internet information, factors related to tourism peripheral attractions, and factors related to travel facilities. In the quantitative section, a questionnaire based on the qualitative model was prepared and distributed among patients who referred to hospitals of Shiraz and Tehran for treatment and use of health services. Content validity and diagnostic validity were used for validity and Cronbach's alpha and composite reliability were used for reliability, respectively. The results of the quantitative section confirmed the model designed in the qualitative section. According to the findings of the study, it is suggested that the model resulting from this research be implemented and proposed by the proposed system, which according to the characteristics of the research, using the hybrid methodology is the most appropriate method for implementing the research model.

In the present world, the quantity of advertisements is no longer important and advertisements are moving towards quality; in other words, the effectiveness of advertising is the first and last word. In the meantime, the two important variables of ‘the customer’s first impression from the advertiser’s personality’ and ‘customer self-congruence with the advertiser’ play an undeniable role in the effectiveness of advertising. So, the purpose of this study was to investigate the effect of the role of the customer’s first impression on the effectiveness of advertising with the moderating role of self-congruence. The statistical population of the present study included all management students of Guilan University in the first semester of the 98-99 (2019-2020) academic year and the statistical sample of the study was 93 students who were selected by the convenience sampling method. The present study was applied in terms of purpose and descriptive-correlational of experimental type in terms of nature. The composite reliability coefficients of Stein’s First Impression Standard Questionnaire (2004), Rau et al.’s Advertisement Effectiveness (2014), and Dos’ Self-Congruence (2014) were 0.864, 0.904, and 0.903, respectively. To evaluate the content, convergent, and divergent validities, the opinion of experts, Average Variance Extracted (AVE), and the Fornell-Larker matrix were used, respectively. All the three mentioned validities were acceptable. Data collected from the questionnaires were analyzed by the structural equation modeling method and partial least squares (PLS) approach using SPSS22 and SmartPLS2 software. The results showed that the customer’s first impression from the advertiser’s personality had a positive and significant effect on the effectiveness of the advertisement. Also, the moderating role of the customer’s self-congruence with the advertiser was confirmed.

With increasing competitive pressures in chain store settings, customer loyalty is considered as a measure of their performance, and the question of why customers become loyal to a particular chain store is very important. Considering the importance of customer loyalty in the present study, a conceptual model of customer loyalty has been presented in order to improve insight in this field. In this regard, first, the loyalty determinants were identified, and then with the help of these factors and using qualitative content analysis with a deductive approach, an attempt was made to identify the factors that have shaped loyalty. The statistical population of this research consisted of related internal and external studies in credible journals from 1390 to 1399 AH and 2000 to 2019. Finally, by examining the content of 90 valid and relevant studies that were selected through purposive and snowball sampling, the research model was presented. The model included 7 main categories such as the attractiveness of the offer, store responsibility, store authenticity, environmental structure, influencers, competent endorsers, and contextual factors, 19 subcategories, 67 components, and 338 indicators. The reliability of this model was confirmed by the Kappa index. In this study, in order to identify the customer loyalty model, both controllable and uncontrollable factors by the store have been considered.