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مرکز اطلاعات علمی SID1
مرکز اطلاعات علمی SID
مرکز اطلاعات علمی SID
مرکز اطلاعات علمی SID
مرکز اطلاعات علمی SID
مرکز اطلاعات علمی SID
مرکز اطلاعات علمی SID
Issue Info: 
  • Year: 

    2022
  • Volume: 

    8
  • Issue: 

    4
  • Start Page: 

    1
  • End Page: 

    20
Measures: 
  • Citations: 

    0
  • Views: 

    37
  • Downloads: 

    70
Keywords: 
Abstract: 

Consumer reactions to goods and services are not just positive. Sometimes, after using a certain brand, there are situations in the person that have a negative aspect. These conditions are called brand hatred. Accordingly, the main purpose of the present study was the typology of brand hatred. This study is based on the purpose of the application and in terms of how to collect descriptive-survey data. The statistical population of this study is all students of Khorramabad universities who use mobile phone brands. Assuming an unlimited statistical population and relying on the Cochran's sampling formula with the non-probabilistic sampling method, 380 students were identified as the sample. The required data were collected using a questionnaire whose content validity was collected with the opinion of professors and experts in marketing and brand management and its reliability was confirmed using Cronbach's alpha coefficient. Relationship analysis in this study was performed using structural equation modeling test with partial least squares approach using Smart-PLS software. The results show that the three components of hatred, anger and contempt play a role in the formation of brand hatred. Also, brand hatred leads to consequences, the most important of which is brand change. In addition, the results show that consumers are more inclined to take indirect revenge on the brand in what they hate about the brand. Based on this, the findings of this study can be used in the development of consumer relationship management strategies by managers of brand-based organizations.

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Issue Info: 
  • Year: 

    2022
  • Volume: 

    8
  • Issue: 

    4
  • Start Page: 

    107
  • End Page: 

    131
Measures: 
  • Citations: 

    0
  • Views: 

    27
  • Downloads: 

    65
Keywords: 
Abstract: 

This study provides a framework for how to manage consumer behavior during the outbreak of global pandemic’ s by focusing on Covid 19 in a direction that leads to favorable results for retailers. The importance of this research is that at present, due to the spread of epidemic disease and the resulting recession, many changes in consumer behavior can be observed and since retailers are highly influenced by changes in consumer behavior because of their inherent characteristics, having a framework to guide their practice can greatly help them; forasmuch as even in critical situations, by implementing appropriate strategies, business performance can be maintained or even improved. In order to present this framework, qualitative content analysis method with inductive approach was used. The sampling method in the present study is purposeful, after analyzing 27 relevant and valid studies and conducting interviews with experts in the field of consumer behavior by snowball method, the framework for how to manage consumer behavior was presented: This framework includes 4 main categories of transparency, effective communication, community-based behavior and endurance, 16 components and 57 indicators. The reliability of the model was confirmed using the kappa index.

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Issue Info: 
  • Year: 

    2022
  • Volume: 

    8
  • Issue: 

    4
  • Start Page: 

    132
  • End Page: 

    159
Measures: 
  • Citations: 

    0
  • Views: 

    32
  • Downloads: 

    74
Abstract: 

Crowdsourcing creates an opportunity to interact with large groups of potential consumers. Advances in technology and social media have facilitated the rapid development of crowdsourcing as one of the concepts of open innovation and value creation in marketing. In crowdsourcing contests, it is important to increase crowd participation and predict users' behavioral responses. Therefore, the main purpose of this study is to extract the rules governing the behavioral intention of Instagram users to participate in marketing crowdsourcing contests. In order to meet the purpose of the research, the proposed is Ruff set theory. At first, based on literature review and interviews with experts, conditional and decision-making variables identified and a conceptual model of the research has designed. Then the model was tested in actual conditions for Motosel brand consumers and the data needed to extract the rules were collected from 344 participants in the crowdsourcing competition and analyzed using Rosetta software. Based on the Ruff sets theory, 39 logical rules were extracted which most of them were not comprehensive and accurate. Finally, 7 rules were extracted with regard to maximum coverage and accuracy and based on other validation rules. The overall results indicate that the designed task structure, crowd management, technology used in crowdsourcing competitions and outcome evaluation are the main effective factors on Instagram user participation in crowdsourcing contests. Utilizing these rules helps organizations to effectively implement marketing crowdsourcing competitions and provides strategic guidance to promote user participation in such open innovation and value creation actions.

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Issue Info: 
  • Year: 

    2022
  • Volume: 

    8
  • Issue: 

    4
  • Start Page: 

    160
  • End Page: 

    190
Measures: 
  • Citations: 

    0
  • Views: 

    46
  • Downloads: 

    96
Abstract: 

This study was aimed at measuring the effect of customer word of mouth on purchase intentions on social networks. The unlimited statistical population of the present study included all clothing buyers on Instagram social network, in which 380 people were chosen by the non-probability sampling method. This study’ s data collection tool was a questionnaire with a descriptive survey method. To test the hypotheses, Structural equation modeling (Smart PLS software) was employed. The research findings revealed that persuasive power, resource expertise, and interaction with social networks positively and significantly affect the usefulness of electronic word of mouth. However, perceived information, message source credibility, attitude to information do not affect the usefulness of electronic word of mouth. Moreover, the persuasive power and credibility of the message source positively and significantly affect the credibility of electronic word of mouth; nevertheless, the message source expertise, attitude to information, as well as interaction with social networks do not affect the credibility of electronic word of mouth. The usefulness of electronic word of mouth and the validity of electronic word of mouth positively and significantly affect the acceptance of electronic word of mouth. In the end, the research findings revealed that attitude to information, interaction with social networks, the usefulness of electronic word of mouth, and the credibility of electronic word of mouth positively and significantly affect the purchase intention. Nevertheless, accepting electronic word of mouth does not affect the purchase intention.

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Issue Info: 
  • Year: 

    2022
  • Volume: 

    8
  • Issue: 

    4
  • Start Page: 

    191
  • End Page: 

    214
Measures: 
  • Citations: 

    0
  • Views: 

    29
  • Downloads: 

    74
Abstract: 

Shared businesses are the newest way to offer products through a virtual platform. The purpose of this study is to identify and classify the factors affecting the selection of shared business products using Exploratory factor analysis. The research is applied in terms of purpose and is quantitative in terms of method and its implementation is descriptive-survey. Documentary and library studies related to research conducted from 2016 to 2020 were used to collect information and data needed to identify the factors affecting the shared business. Based on the summarized factors, a researcher-made questionnaire was developed to collect information. The validity of the questionnaire was confirmed by the appearance/content method and the reliability was confirmed by Cronbach's coefficient of 0. 83. Due to the infinity of the statistical population, the sample size was determined to be 384 people using the Cochran's formula. The questionnaire was distributed by completely random sampling method among customers of Shared business products in Tehran. 18 properties were analyzed using SPSS software and KMO, Bartlett, Scree and correlation matrix tests and The results of data analysis were identified and classified into 7 factors. These factors, in order of importance, are: trust, profitability, innovation, ease of use, appeal and enjoyment, governance and environmental awareness that influence the choice of products of shared businesses.

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Issue Info: 
  • Year: 

    2022
  • Volume: 

    8
  • Issue: 

    4
  • Start Page: 

    21
  • End Page: 

    45
Measures: 
  • Citations: 

    0
  • Views: 

    68
  • Downloads: 

    72
Abstract: 

Today, new economic, political, cultural and social trends have emerged in the business environment that has changed the business environment and new challenges are facing businesses. As a result, there is a very difficult competitive environment for businesses to be able to sustain themselves in this situation. One of the most important processes that are the foundation of business success in this situation is sales, and what is choosing the best sale strategy and it uses fundamental innovation, leads to more sales and profit maximizing. Therefore, the main attempt of this research is to design various sales strategies by using database-based marketing methods in the active insurance company in free trade zones. This research is applied based on purpose, how to collect data is descriptive and the research method is a case study with a qualitative approach. Data collection was done through an internal portal and interview with insurance company technical experts. plus, in the field of research methods, database-based marketing methods have been used on customers’ s buying behavior and the composition of the best selling insurance field has been obtained in different regions; so, customer’ s classification is based on demographic variables by clustering method. The results of the research indicate the optimal offer of combining the best-selling insurance field through various sales methods in right areas for people who are more likely to buy than others, which ultimately increases the insurance company’ s portfolio.

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Issue Info: 
  • Year: 

    2022
  • Volume: 

    8
  • Issue: 

    4
  • Start Page: 

    215
  • End Page: 

    232
Measures: 
  • Citations: 

    0
  • Views: 

    37
  • Downloads: 

    65
Keywords: 
Abstract: 

The nature of marketing, customer acquisition and commercialization of academic technology in society through the conversion of knowledge and research into innovation and the production of goods and the provision of services requires that this be done through close interaction and communication between academia and society. The purpose of this study is to provide a framework for explaining the factors affecting marketing, customer acquisition and commercialization of educational technology of University of Mazandaran and the sale of its educational services to the community. For this purpose, after reviewing the relevant thematic literature and extracting the main and sub-variables, using the opinions of 12 experts to evaluate, localize and determine and explain the variables extracted by the Fuzzy Saaty Delphi technique and determine the structural relationships between them using DEMATEL technique. Findings show that among the 21 selected localized variables related to marketing and customer acquisition of educational technology in the form of four main variables (Hardware, Software, Brainware and Organizationware), book variables and their contents, and teaching skills were as the most effective casual varriables, and the variables of start-ups in Incubators, Technology Transfer Office, and student education site in industry, have been the most effective dependend variables. Finally, in order to succeed in marketing and attracting the demand of educational technology customers in University of Mazandaran, while considering all varriables, it is requiring to attend the casual varriables on starting and supporting Entrepreneurship and Innovation Centers, Technology Transfer Office, . . . even at the International level suitable for different scientific disciplines.

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Issue Info: 
  • Year: 

    2022
  • Volume: 

    8
  • Issue: 

    4
  • Start Page: 

    233
  • End Page: 

    250
Measures: 
  • Citations: 

    0
  • Views: 

    35
  • Downloads: 

    67
Abstract: 

Nowadays competition in business especially in banking industry is significantly increasing, thus the managers of banks and monetary credential institutions are interested in the loyalty of their customers and advertisements made by them orally, subsequently these became their two main goals. This is because reserving loyal customer costs less than attracting a new one, also a loyal customer can be a free source of advertising and marketing agent for the organization. Accordingly, the aim of the present study is to investigate these two concepts as dependent variables relative to the satisfaction of customers as independent variable with regard to the cost of modifying factors such as changing bank. To do so a validated racializable researcher made questionnaire was distributed among 500 customers of Maskan bank in Ahwaz city. 350 questionnaires were received back and after omitting some, 308 were used for data analysis by SPSS23. Pearson correlation and hierarchical regression were used for testing research hypothesis. Results indicated that customer's satisfaction gradually increases loyalty. also increasing satisfaction would result in behavioral indications such as increased tolerance against problems in provided services and advertising orally for the bank. For banks knowing the satisfaction level of the customers is critical and brings a better competitive stand for them in completion with other banks.

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Issue Info: 
  • Year: 

    2022
  • Volume: 

    8
  • Issue: 

    4
  • Start Page: 

    251
  • End Page: 

    279
Measures: 
  • Citations: 

    0
  • Views: 

    38
  • Downloads: 

    63
Keywords: 
Abstract: 

Nowadays, companies need to understand the wants and needs of customers to prevent customers from turning to competitors so they can better meet their needs and make long-term business relationships with them. Customers, if they are dissatisfied with a product or service, occur different behaviors. Such behaviors are called customer complaining behaviors. Recently, the importance of handling customer complaints has been highlighted. The main purpose of this study is providing a model for customer complaints in the home appliance industry. This research is an exploratory mix of research in type of qualitative-quantitative one. The statistical population in the qualitative section includes experts who were selected by using snowball method and they are 14 people. In a quantitative part, the statistical population includes 120 agencies and stores in Ahvaz that sell Alborz steel products. The data collection tool in the qualitative section is semi-structured interviews and in the quantitative section is a researcher-made questionnaire. Delphi technique has been used for analysis of information in the qualitative part and structural equation technique and t-test have been used in the quantitative part. The results showed that a total of 60 indicators and 10 main variables were identified to manage customer complaints in the home appliance industry, which are: Tracking customer voices, recognizing customer behavior, identifying customer expectations, interacting with customers, employees behavior, efficient grievance system, product performance enhancement, attract customers' satisfaction, compensatory measures and commitment and timely response.

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Issue Info: 
  • Year: 

    2022
  • Volume: 

    8
  • Issue: 

    4
  • Start Page: 

    280
  • End Page: 

    306
Measures: 
  • Citations: 

    0
  • Views: 

    32
  • Downloads: 

    66
Keywords: 
Abstract: 

The attitude of man toward the future and the problems that threaten his peace and health in the course of life for various reasons, makes people think about the phenomenon of life insurance and future provision to face future issues and events, but given its importance in Iranian society, this issue has faced public unhappiness. The phenomenon of customer confusion is one of the factors influencing peoples lack of acceptance of life insurance. The lack of a comprehensive theoretical framework in this area led researchers to conduct research with the aim of identifying and classifying the factors affecting services with a qualitative method of Thematic analysis. The reseon for choosing the Thematic analysis method is to identify the factors affecting customer confusion to develop a theoretical model in future experimental research on the duration of customer confusion managemant. The statistical population 22 experts in the field of life insurance and marketing, who have been purposefully (Judgemental) and Snowball Sampling method selected and interviewed with semi-structured interview tools to reach saturation. after searching for themes (selection codes) and forming sub-themes, finally 10 main themes that are the result of in-depth interviews with experts, the main factors affecting customer confusion in the life insurance industry are identified by Thematic analysis and presented as follows: confusion due to lack of public awareness, personality traits, poverty, management structure, education system, sales forse, marketing strategies, cultural and economic status, government laws and structural factors.

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Issue Info: 
  • Year: 

    2022
  • Volume: 

    8
  • Issue: 

    4
  • Start Page: 

    46
  • End Page: 

    61
Measures: 
  • Citations: 

    0
  • Views: 

    51
  • Downloads: 

    68
Keywords: 
Abstract: 

Increasing competition in the industry and services and increasing the level of knowledge and awareness of customers has led to more customer care. Given that it is more costly to acquire a new customer than to establish a wider and deeper relationship with current customers, the issue of customer churn and the identification of the factors affecting it is of particular importance. The purpose of this research is to investigate the effect of switching cost and brand satisfaction on customer churn by considering the mediating role of customers’ loyalty. The present study is applied in terms of purpose and descriptive (survey) in terms of data collection. The research population consists of home appliances buyers (domestic refrigerator) in Zanjan. The convenient method was used for sampling and the sample size was determined using Cochran's formula 384 people. Data were collected through a questionnaire taken from Kaur, Sharma & Mahajan (2012), Shin & Kim (2008) and Wang & Wu (2012), whose reliability was calculated 0. 725 for customer turnover, 0. 848 for brand satisfaction, 0. 777 for transfer cost and 0. 888 for loyalty for each variable, respectively. The content validity of the questionnaire was also confirmed by the experts. Factor analysis was used to confirm the measurement model and structural equation modeling was used to test the hypotheses by using SPSS and Amos software. The results confirm the impact of switching cost and brand satisfaction on customer churn. Increasing the switching cost reduces the likelihood of customer churn, but increasing satisfaction has a negative effect on customer churn. Positive and significant effect of brand satisfaction on behavioral loyalty through attitudinal loyalty and the effect of brand satisfaction on behavioral loyalty through customer churn and also the switching cost on customer's churn due to brand satisfaction was confirmed. In other words, although increasing satisfaction leads to customer loyalty, but with increasing likelihood of customer churn, customer loyalty decreases.

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Issue Info: 
  • Year: 

    2022
  • Volume: 

    8
  • Issue: 

    4
  • Start Page: 

    62
  • End Page: 

    83
Measures: 
  • Citations: 

    0
  • Views: 

    39
  • Downloads: 

    65
Keywords: 
Abstract: 

The spread of the Internet in the business environment caused tremendous change in the retail framework, providing inventive and creative opportunities for marketing and sales activities through different channels. The purpose of this study is to recognize the variables of the consumer channel choice to determine the ideal pricing strategy of multi-channel companies. Subsequently, 13 managers of multichannel companies in various businesses were met and interviewed. to analyze the data, the Glaser method was adopted and the initial codes were distinguished. According to the analysis, 418 codes were identified as primary codes. According to the semantic similarity and closeness, they were classified into 8 categories including demographics, product characteristics, retail services, psychological, physical environment, social needs, emotional needs, and perceptual value.

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Issue Info: 
  • Year: 

    2022
  • Volume: 

    8
  • Issue: 

    4
  • Start Page: 

    84
  • End Page: 

    106
Measures: 
  • Citations: 

    0
  • Views: 

    39
  • Downloads: 

    81
Abstract: 

Identifying customer behavior, especially customer experience, is a vital driver for the survival and profitability of companies. The dimensions and themes of this construct are very dynamic and changeable, its forming depends on the contextual situation. The more the environmental conditions are unstable, the more correct and timely identification is important. During pervasive crises, the impact of environmental factors on customer behavior is drastically severe. Customers are interested in online shopping due to the obligation made by new regulations: curfews and social distancing during the Covid 19. Subsequently, identifying customer behavior became more and more important to experts and researchers. The purpose of the study is to identify the dimensions and themes, and providing a model for online customer experience in this critical era. The qualitative metasynthesis research approach was employed to systematically analysis and assessment of previous researches. The research population includes all relevant articles and researches. By reviewing 36 selected articles among 326 initial articles, 7 dimensions, 18 themes and 63 codes were identified. Validity and trust of the dimensions, themes and codes were confirmed (kappa = 0. 71). The codes were ranked using Shannon entropy technique, the level of support of previous researches for the research findings was calculated. In this study, two important results were obtained. First, during Covid19, there are seven dimensions in the online customer experience model, including company, app/site, product/service, security, purchase, hygiene, and emotional experiences, revealing a new classification. Second, the dimensions and themes are significantly different from previous models of this construct.

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