فصلنامه تحقیقات بازاریابی نوین
سال دوازدهم شماره 2 (پیاپی 45، تابستان 1401)

Competitive environment, diverse customer needs, different services and processes, change of approach and attention of banks to an important subset of comprehensive banking called corporate banking. It deals with corporate customers with a significant share of financial market resources. In view of this, identifying the effective factors in creating value for the corporate customers is essential and increases customer and market share. 

The population of this mixed-methods study is selected from among experts, key informants with experience in the banking industry, customers of Refah Bank of Tehran and Isfahan, as well as university professors. Initially, in the qualitative phase, with in-depth and semi-structured interviews from amongst 18 samples, information was collected and continued until the data saturation. Based on the results of the qualitative phase, the validity and reliability of the questionnaire were confirmed. To identify the factors, a questionnaire was distributed among 270 corporate customers and four factors were extracted through exploratory factor analysis. Then, to evaluate the structure of the extractive factors, confirmatory factor analysis with distribution among 265 samples, other than the previous sample, was employed. 

All fitness indicators revealed the adequacy of the model. The extracted factors of the study are as follows: ease of work, fostering positive experiences for customers, bank selection, and re-referral; duty services, equipping the bank with state-of-the-art banking knowledge and processes, exciting factors, meeting needs beyond expectations, modern services; up-to-date e-services with the approach of moving towards modern and digital banking. Banks’ focus on these factors includes a comprehensive supply of the needs of this group of customers from initial expectations and access to the highest specialized financial and credit services, and an executive framework for marketing measures to retain customers and increase customer share and the overall result. The bank's market share is achieved in the most favorable way by gaining maximum customer satisfaction.

Today, businesses need effective and efficient management to do their business successfully. Without a doubt, one of the most important management concepts that can be very effective in this way is the concept of ‘marketing management’ and, of course, in today’s world of businesses, the concept of marketing management could not be useful without the use of technological tools. In this regard, the concept of ‘digital marketing’ is a window that helps businesses improve their selling in a manner consistent with up-to-date technology and strive to meet the needs of the consumer, which is truly the most important asset of any business. Digital marketing is a type of modern marketing that uses Internet-based tools to address the main function of marketing, which is effective and efficient sales on cyberspace platforms. In this new era, businesses are looking to maximize the influence and attraction of customers, instead of focusing on the traditional sale and presentation of goods and services with new and creative methods and the use of digital tools. Under these circumstances, traditional mass markets also give way to fragmented markets with many and varied segments in which ‘personalization’ and customized products for different customers play a key role.Therefore, it is essential for any business to carefully monitor consumers’ buying behavior in digital environments. Consumers’ buying behavior also deals with the decision-making process of people involved in purchasing products and services. In fact, consumers want to be part of the brand and what goes with it. Behavior depends on the consumer’s mental structure and the stimuli that marketers use to turn the consumer’s mind to shopping. Understanding consumers’ behavior is especially important because consumers are certainly the key to the success of any organization. Since all the goals of the marketing and sales departments of any organization are ultimately waiting for the consumer to make and repeat the purchase and create values such as loyalty and satisfaction, focusing on the consumer’s purchasing decision seems logical. Today, consumers’ behavior is undoubtedly influenced by various digital marketing tools and channels, such as social media marketing, content marketing, search engine marketing, online public relations, affiliate marketing, email marketing, mobile marketing, and re-targeting.Social media is a network of active users who interact with each other in a multi-layered way through the production, sharing, and retrieval of a variety of digital content on the social web platform. These media have special capabilities and flexibility. Content marketing is a strategic design approach, meaning that relevant and valuable feedback is provided to assist the buyer in making a possible decision. Content marketing is basically about attracting customers who are looking for some products but are confused.  What users know about search engine optimization (SEO) is how they can identify and focus on the results that are potentially affected by SEO. In fact, SEO strategy influences search engine results tagging and their complexity and has the power to turn complex structures into simple structures with higher success rates. In fact, SEO has a very important effect on the ranking of businesses. Digital marketing systems emphasize online public relations as a very important strategy to help increase the company’s value proposition in the market. This strategy helps companies to turn to profitable exchanges with effective mechanisms and keep their customers satisfied, especially when integrated communication with them is emphasized and increases customer loyalty. It helps build trust as well as effective interaction.In general, affiliate marketing is one of the digital marketing platforms that promotes products or services by online distribution channels through third parties and is actually known as an effective tool to encourage small and medium enterprises to have a say in global competition. This is a modern form of fee-based marketing. Email marketing is one of the traditional tools of digital marketing. E-mail marketing is a database marketing in which an e-mail database is prepared by an online marketer or digital marketer and sent to people who may be interested in buying products. Mobile marketing is also important because it can be used as a personalized and standard tool in the field of digital marketing for businesses. On the other hand, it provides unique psychological and social stimuli for covering the impact of digital marketing. Mobile marketing is defined as all activities necessary to interact with the consumer through the use of mobile devices to facilitate the sale or distribution of products and services. In fact, the use of interactive digital media to meet the needs of consumers is at the core of this digital marketing tool. And one of the most popular and effective digital marketing methods is re-targeting because it is available in many advertising channels and is a great strategy that affects customer buying behavior. It also leads to changing the customer's online shopping behavior. In fact, re-targeting helps customers find and buy the best products that are searched online and also benefits businesses in terms of sales and increased turnover. Finally, consumers’ behaviors include all the actions that consumers take in connection with the acquisition, use, and disposal of goods and services after consumption. Buying a product or service, providing verbal information about a product or service to another person, post-consumption trends, and gathering information to buy are all examples of consumer behavior.The present applied research has been carried out with the aim of investigating the effects of digital marketing on consumers’ buying behavior among customers of the Digikala online store. To collect the data, after designing a new conceptual model, a questionnaire was distributed among 492 customers of the Digikala online store. Using statistical analyses and structural equation modeling by SPSS 26 and Smart PLS 3.0 software, model general fitting and hypotheses testing were performed. In order to express the results, it is necessary to explain that all digital marketing tools and channels such as search engines, content, social media, online public relations, affiliate marketing, email marketing, and mobile marketing, except re-targeting behavior had a positive and significant impact among Digikala's customers. Of course, online public relations, content marketing, and social media marketing were identified as the most effective digital marketing tools and channels for the Digikala store. In this store, Digital marketing actions should be developed with the most effective channels and tools for consumers’ buying behavior for optimal customer management.As mentioned, it became clear how much the various digital marketing channels influence consumers' purchasing decisions. Hence, a clear understanding of this issue for managers and activists in the field of digital marketing and consumer behavior is a competitive advantage that can not be easily imitated by competitors because here we are dealing with the customer experience. An experience that, if pleasing to the customer, will never go to competitors for similar services. Based on the results of this research, the three digital marketing channels affecting consumers' shopping behavior among digital goods customers are: 1) Online public relations, 2) Content marketing, and 3) Social media. Therefore, it is recommended that digital product managers in the digital marketing department focus on the above three areas and new and specialized people in the form of different ways of cooperation (full-time, part-time, consulting, etc.).In addition, it can be said that according to the results of the present research, the online public relations channel has a greater impact than other channels. The next suggestion for businesses in the field of digital marketing is to develop digital marketing infrastructure alongside traditional sales platforms and use digital marketing channels tailored to their capabilities. Future researchers are also encouraged to develop a conceptual model of this research and to add other digital marketing channels to develop the concepts of this type of marketing and examine its impact on consumer buying behavior. Among the innovations of the current study, we can mention the comprehensive study of the impact of 8 important channels of digital marketing on consumers’ buying behavior.

The Omni-channel marketing system or strategy is a type of marketing where all channels are integrated without any interruption. It aims to give consumers a holistic experience of shopping. A focus on maximizing customer value is fundamental for OCR’s success. The purpose of the present study is to develop the concept of Omni-channel shopping value from the perspective of the ‘Generation Y’ and ‘Generation X’ with a phenomenological approach.

This research was conducted using the qualitative method (Interpretive Phenomenology- Framework). The statistical population was people who had both offline and online shopping experiences from brands that had stores and online sales at the same time. Within the framework of the purposeful sampling strategy, 40 people were selected using the Maximum Variation Sampling method. Data were collected through interviews. The NCT model was used to analyze the data using Atlas.Ti software.

Finally, 62 sub-concepts for sub-dimensions of shopping value in 4 channels related to ‘Generation Y’ and 56 sub-concepts for sub-dimensions of shopping value in 4 channels related to ‘Generation X’ were identified.

The present study is the first research on the Omni-channel shopping value in Iran, which has identified a subset of shopping values in offline and online channels from the perspective of two generations (i.e. Generation Y and Generation X).

Human behavior and decision-making processes have been the subject of studies by many researchers, especially in the field of marketing. Basically, the purpose of such studies is to identify the impact of psychological, behavioral, and cognitive aspects in decision making. In the framework of this view, a theoretical scientific framework was created that shows behavioral economics, which briefly aims to integrate psychological aspects in the decision-making process of economic and financial affairs. According to this study, the research conducted in this field aims to investigate the way people make decisions and how they interact or influence other people, organizations, markets, and society. On the other hand, the investment decision-making process (investor behavior) is influenced by various behavioral biases that deviate investors from rationality and cause irrational and illogical decisions. In fact, this field focuses on the behavior of investors and their decision-making process. Overconfidence, herding, anchoring, cognitive dissonance, availability bias, self-attribution, mental accounting, framing, and representative bias are a few of the biases that have a major impact on people's investment decisions.The main goal of the current research is to identify and investigate the misbehavior of customers as a result of mental biases affecting them in the field of investment (in the bank and stock market), which, based on existing studies and the reality of the capital market, is of great importance in the country’s economic development. This research has been done using a mixed-methods approach (qualitative and quantitative). In the qualitative part, the research community includes experts (including professors and researchers in the field of customer behavior and behavioral economics, as well as managers and executive experts with membership in high levels of banking and stock exchange organizations) and informed customers (familiar with various investment methods and having at least 5 years of investment activity). Sampling has been done in a purposeful or judgmental way (using people who have sufficient expertise and necessary information in the field of research) with 17 people. Also, the theme analysis approach has been used to analyze and systematically code qualitative data and develop themes. The data collection method in this section is semi-structured in-depth interviews (to discover and confirm the final components and their relationships). The content validity ratio of CVR has been also measured for interview questions by using the opinions of 10 experts. According to Lawshes’ opinion, after modifying, deleting, or merging questions with lower than acceptable CVR, the calculated CVR for the final questions of the questionnaire was larger than or equal to 0.65 (higher than 0.62). For measuring the reliability of the interviews Cohen's kappa coefficient and formula were also used, which was measured at 0.55 in this research, according to the guide table of Landis and Koch’s was considered higher than average. In the quantitative part of the research, the statistical population is all clients of investment services of Tehran’s Banks and Stock Exchange, and a sample of 384 people (based on Cochran's formula for unlimited societies) has been examined (351 people electronically and 33 people by paper and telephone for access to the desired sample were questioned). The method used for data analysis and model testing in this section is structural equation modeling, which was modeled and implemented using Amos software. The data collection tool was a 30-question Likert scale questionnaire. In order to confirm the construct validity, Bartlett's level of significance must be less than 5 percent, which in this study ‘zero’ is confirmed. The sampling adequacy statistic is 0.685. It should be noted that the reliability of the entire questionnaire was acceptable with a rate of 0.894, but the anchoring component was removed from the analysis due to an alpha of 0.6 (lower than 0.7).The final result of the current research indicates the existence of 3 categories of mental biases among customers of the financial services industry, and a new group of factors called ‘value or belief biases’ was discovered and investigated for the first time in this research. In general, in this research, in addition to identifying 5 types of misbehavior among customers, all mental biases of financial service customers (stock market and bank) were categorized into three groups: judgmental or cognitive biases, sensory or preference biases, and value or belief biases.

Recently, with the expansion of competition between domestic companies and international competitors, a new concept called the image of the country of product destination has attracted the attention of researchers. It is believed that the image of the country of destination of the product can, like the country of origin of the product, influence consumers' purchasing decisions. The present study, by conducting an online experimental design, examines the effect of country of product selling destination image on the purchasing decisions of domestic consumers in purchasing three products: porcelain, faucets, and office furniture. The results of the study on three different groups of experiments (with a total of 154 usable questionnaires) showed that the image of the country of product export's destination affects the perceived quality of product and willingness to buy it. But this effect is not the same at different prices. The results showed that in all three types of products when the price level of the product is average, the positive image of the country of destination has a positive effect on the perceived quality and willingness to buy the product. The findings of this study can help manufacturers and owners of domestic brands to improve consumer perception of the quality of domestic products and gradually eliminate negative stereotypes about them. .

Today, the discussion of adopting an appropriate leadership style and its tremendous effects on the performance of public and private organizations and companies is clearly evident. Recently, new leadership styles have been proposed that can be very effective in implementing strategies and pursuing organizational goals. Therefore, the purpose of this study was to investigate the effects of emerging leadership styles on sales force performance, with the mediating role of satisfaction and trust in the sales manager. The statistical population included the sellers of chain stores (Kourosh, Refah, Hyperstar, Shahrvand, and Janbo) in Tehran. Due to the unlimited population, the sample size was 384 people. To measure the variables, the standard questionnaires of servant leadership style (Liden et al., 2008), patriarchal leadership style (Chen et al., 2014), genuine leadership style (Luu, 2019), customer-oriented behavior (Goad & Jaramillo, 2014), satisfaction with sales manager (Jay et al., 2014), and trust in sales manager and sales force performance (Charles & Schwepker, 2019) were used. The questionnaires were distributed and collected randomly among sellers of selected chain stores. The validity of the questionnaires was confirmed using structural validity, diagnostic validity, and convergent validity. To evaluate the reliability of the questionnaires, Cronbach's alpha coefficient was used. The reliability for all research variables was more than 0.7 and it can be said that the questionnaires had good reliability. The research model was tested based on the structural equation method using LISREL software. The results of the study showed that among the leadership styles, only the original leadership style has a significant positive effect on satisfaction (β = 3.95, t = 3.37) and trust in the sales manager (β = 0.20, t = 5.8). Servant leadership style on satisfaction (β = 1.13 t = 1.1), trust in sales manager (β = -0.77, t = 0.77), patriarchal leadership style on satisfaction (-0.76, t = -0.13), and trust in the sales manager (-0.77, t = β -0.13) have no effect. Satisfaction with the sales manager has a significant negative effect on customer-oriented behavior (β = -2.97, t = -0.27). Trust in sales managers has a significant positive effect on customer-oriented behavior (β = 0.52, t = 11.53). Finally, the significant positive effect of customer-oriented behavior on sales force performance (β = 0.92, t = 17.13) was confirmed.

IntroductionIn today's competitive world, studying consumer behavior is inevitable for any organization, large or small, and neglecting this can lead to the defeat of any organization. The behavior of members of any society according to culture, religion, and values ​​follows a set of beliefs and patterns. Understanding consumer behavior requires research and studies in this area to determine what negative attitudes and behaviors are caused by disillusionment to buy the product. Thus, the aim of this study was to investigate the effect of anomie feelings on feelings of defeat with respect to the role of consumer disillusionment with marketing activities. MethodologyThe present cross-sectional study was of a survey-correlational type. In terms of the research method, this research is descriptive and applied. The statistical population of this study includes 200 Isfahani consumers. A questionnaire was used to collect the data. In this research, multistage sampling was used and samples from each stratum were selected using the simple random sampling method. Structural equation modeling and SPSS and AMOS software were used to analyze the data.Results and Discussion The results of descriptive statistics show that out of 200 respondents to the questionnaire, 55.3% were male and 44.7% were female. The results of the marital status of Isfahani consumers show that 53% were single and 47% were married. The age range of the participant was as follows: 12.5% ​under 20 years old, 35.5% between 21 and 30 years old, 22.5% between 31 and 40 years old, 17% between 41 and 50 years old, and 12.5% over 51 years old. Also, the education status of the respondents shows that 24% are secondary and lower, 24.5% have a bachelor’s degree, 35% have a master's degree, and 16.5% have a doctorate or higher. Also, the employment status of Isfahani consumers indicates that 12% are housewives, 30.5% are students, 10% are retired, 7.5% are unemployed, 21.5% are self-employed and 18.5% are employees.Based on the research findings, the hypothesis of the effect of social anomie on disillusionment with marketing activities with a critical value of 8.586 and a regression coefficient of 0.830 has been confirmed. The hypothesis of the effect of disillusionment on marketing activities on the feeling of recession with a critical value of 5.002 and regression coefficient of 0.682 has also been confirmed. The hypothesis of disillusionment with marketing activities on the feeling of loss with a critical value of 4.385 and regression coefficient of 0.596 has been confirmed. The hypothesis of disillusionment with marketing activities on the feeling of satisfaction with a critical value of 4.670 and a regression coefficient of 0.611 has also been confirmed. The hypothesis of the effect of the feeling of social anomie on the feeling of loss has been confirmed with a critical value of 8.872 and a regression coefficient of 1.693. In addition, the hypothesis of the effect of the feeling of social anomie on the feeling of satisfaction with a critical value of 8.270 and regression coefficient of 1.378 has been confirmed. The hypothesis of the feeling of social anomie on the feeling of stagnation with a critical value of 8.984 and regression coefficient of 1.698 has been confirmed. Also, the three hypotheses regarding the indirect effects of the feeling of satisfaction, feeling of stagnation, and feeling of loss were confirmed due to the fact that p values were ​​less than 0.05. ConclusionThe results show that the feeling of social anomie, both directly and indirectly, has a significant effect on the dimensions of defeat with the mediating role of frustrated behavior towards marketing activities. Consumer disillusionment can be caused by a misconception about the society, or by inappropriate marketing activities, which over time, can affect individual characteristics as well.

Today, 4.0 marketing is a strategic phenomenon that has received a lot of attention from managers due to its significant impact on corporate performance. Therefore, the purpose of this study is to identify the most productive countries, authors, sources, important keywords, and the time trends of their publication in the field of 4.0 marketing. It also aims to identify applications of the latest trends. The present study has used a mixed-methods approach (quantitative-qualitative) to achieve the research goal. First, in the quantitative part, a bibliometric analysis with data related to marketing 4.0 is performed. The data were collected from the Scopus database from 2011 (Industry 4.0) to 2021 and were analyzed using VOSviewer software. Then, in the qualitative part, the applications of artificial intelligence in marketing were identified as the latest trend emerging through a systematic literature review. Based on the findings of the first part, the time trend refers to three periods of social media marketing, digital marketing, and marketing based on artificial intelligence. In the second part, the applications of artificial intelligence in marketing were identified and categorized into nine concepts of location, price, promotion, product, employees, service, sales, customer, and decision making. Considering the increasing attention of researchers and managers around the world to the development of the transformational technologies of industry 4.0 in marketing activities, which is called Marketing 4.0, this research could identify emerging and growing trends in this field to pave the way for researchers to conduct more applied studies and the success of marketing managers in using the latest trends in this field.

In various industries, especially service businesses, attracting and retaining customers requires increasing the quality of customer service, and this is much more important in the marketing of digital-based services such as fintechs. The main purpose of this study is to identify the dimensions of the quality of fintech services and provide a model for measuring the quality of its services by reviewing the research literature. The method of this research is qualitative and uses a systematic review approach. In this study, 413 articles were reviewed and finally, after several screening stages, 48 articles were selected and evaluated for final analysis. Review of the above articles to identify 7 main dimensions and 35 sub-dimensions to measure the quality of fintech services, including functional quality, practical, appearance quality, safety and, quality of support, Customization and finally information led. The results of this study showed that the highest dimension of service quality that was mentioned in various sources, the quality of safety, or more specifically the dimension of security and privacy. Also, the quality of customer support and service will have the greatest impact on satisfying and attracting future customers. In addition, a quality that can create a competitive advantage in the financial field, especially fintech, is to create a fit between the needs of each customer with the services provided or personalization and customization.

Brand attachment plays a vital role in the success and failure of the company. Brands have to deal with the reactions caused by the negative emotions of consumers. The aim of this study is to investigate the relationship between the negative emotions of brand anxiety, brand hatred, and brand obsession, considering the role of attachment to the brand as an effective emotion in the relationship between brand hatred and brand anxiety. This research is practical, descriptive-correlational, and survey in terms of purpose, method, and data collection. The statistical population comprises 384 consumers of SAIPA automotive products, who were asked through standard electronic questionnaires of brand anxiety designed by Mend and Bolton (2011), brand hatred by Johnson et al. (2011), brand confusion by Johnson et al. (2012), and brand affection by Thomson et al. (2005). Structural equation modeling processed by Smart-PLS software was used to test the collected data. The he findings show a significant effect of brand anxiety on brand hatred and brand hatred on brand obsession. It was also shown that brand hatred has a significant mediating effect on the relationship between brand anxiety and brand obsession. In addition, brand affection as a moderator cannot have a significant effect on the relationship between brand hatred and brand obsession. In this research, the intensity of negative feelings towards the SAIPA automobile brand and the possibility of destructive actions against it were highlighted.