فصلنامه مدیریت بازرگانی
سال هفتم شماره 23 (بهار 1394)

The purpose of this study Investigating the Factors Affecting the Development of the services brand identity in insurance industrial. Therefore، considering the importance of brand identity and in order to succeed in today''s competitive market، in this paper، the relevant literature in the field of brand identity development is reviewed to investigate the effect of its dimension on development and optimization services brand. The statistical population includes 112 agencies and branch offices of Iran insurance in Ardabil province are selected for sample. SPSS and LISREL software have used for data analysis. The study findings indicate that dimensions as marketing culture and brand personality have a non significant impact on the development of the brand identity services and brand visual identity. customer relationship management and integration marketing communication are taken from research Have a significant and positive impact on the development of the brand identity services on in Iran insurance industry.

Customer segmentation and analyzing their behavior at fast moving costumer goods (FMGS) industries which deal with a large number of customers with a variety of characteristics cause being targeted marketing and effective communication with the customers. Segmentation، the data mining approach، led to the discovery of similar groups of customers. Usually، segmentation is done by recency، frequency and purchased volume variables in RFM model. Using proper segmentation variables affects on quality of segmentation. Analyzing the quality of Golsetan customer segments، the biggest FMCG industry in Iran، confirms the hypothesis which the recency variable is not effective in customer segmentation in FMCG industries. In this paper، purchase sequence (continuity) variable is defined as a new customer performance variable in FMCG industries. By replacing the continuity variable (C) with recency in RFM model، the quality of segmentation has been improved. Customers of Golestan Company segmented by two RFM and proposed (CFM) models. The Davis-Bouldin criterion reduced more than 11 percent and the forecast accuracy for customers cluster in artificial neural networks increased about 1 percent.

The tourism industry is one of the most important phenomena of this century that success in this filed need to be studied tourists and their behaviors. In this study، in order to investigation process of the return of tourists and identify tourists behavior in Tehran، we intend to study effects behavioral variables such as variety seeking and novelty seeking on revisit intentions in the short، medium and long term. These variables is considering as factors influencing on return intention. This paper is applied and descriptive. The sample size were calculated 390 individuals based on Morgan table. This sample selection method was based on simple and available sampling method. For data collection is used questionnaires that by Cronbach''s alpha and factor analysis، the reliability and validity was assessed. The conceptual model were examined by path analysis and structural equation model. The findings indicated significant differences between revisit intentions at different intervals according to novelty seeking and variety seeking. In short term، these variables deal to people wouldn’t like to revisit from the destination، but، effects of these variable on revisit intention will decrease in long term.

impulse buying can be defined as: the immediate، strong and persistent willing to buy the product that consumer didn’t need and didn’t plan buy for it. In the present study this issue has been discussed and the main goal was determination of factors that influence the impulse buying behavior in subway’s passengers. By performing the interview with passengers and analyzing the data، it was determined that should be reviewed the internal factors of impulse buying. For this purpose 6hypotheses developed. Research method was correlation، applied، expressive. For data gathering used the questionnaire. To determine the sample used the single-stage cluster and the sample determined from the women subway’s passengers in Tehran. The data analyzed with the Structural Equation Modeling (SEM). Results show that product involvement and positive emotions influence the impulse buying behavior. Considering the nature of the psychological variable and the quality of products sold on subway; the most important recommendation was training and appropriate informatics to buyers.

With a variety of customer needs، identify target markets in the service sector، is growing more complex. Understanding of the attitudes and motives of market segments، increases the possibility of producing and offers customized products and services and enhance the competitive advantages of firms. The most important market segmentation tool in the food industry is segmenting customers based on food related lifestyle that investigate how people reach value through eating. This research is conducted with the subject of «Segmenting customers based on food related lifestyle scale in chain restaurant» and has following goal: Segmenting restaurant customers based on food-related lifestyle. This applied research which is of descriptive / survey type، the statistical community consist of all the Boof chain restaurants customers in Tehran. From among 440 statistical samples، which were selected using multiphase clustering method، 384 questionnaires analyzed. The research data were analyzed using SPSS، software and Exploratory factor analysis and cluster analysis method. This research identified three different groups of customers with different food-related lifestyle “health-conscious customer، convenience-oriented consumer، Uninvolved customer.”

For many years، marketing has been a central concern of entrepreneurial research. Entrepreneurs and scholars of entrepreneurship have long been interested in the nature، operation and value-adding potential of marketing. The main purpose of this research is designing a dynamic model for small and medium enterprises marketing in ICT industries. The Researcher tries to describe current marketing situations these businesses specially focuses on marketing issues and wants to exploring a model for marking based on Classic Grounded Theory.

Impulse buying behavior has a determinable role in developing the power of computability in the current consumer markets. Hence، recognizing and improving of the facilitating factors of impulse behavior is a necessity for increasing the profitability of such businesses. This research examines the effects of individual، environmental and fashion involvement factors by considering the mediator effect of positive sense factor on fashion involvement factor. The research method is descriptive and correlational. The population of the research consists of buyers going to Tehran’s great bazaar. A sample of 276 subjects was selected as statistical sampling. Structural equation model was used for data analysis and testing of research hypotheses. The results showed that the individual and environmental factors directly، and fashion involvement factors by considering the mediator effect of positive sense have positive effect on impulse buying. Finally، according to research findings، some suggestions are presented.

In last decade، Iranian scientific society has used qualitative research methods such as grounded theory widely in management science studies and has utilized it as an effective method. Differences between two founders of this method resulted into the different Classic Grounded Theory (CGT) and Straussian Grounded Theory. However، despite great advantages of Classic Grounded Theory (CGT)، it is ignored by Iranian researchers. This article describes an example of doing Classic Grounded Theory (CGT) through conducting PhD dissertation. Consequently، this paper provides detailed guidelines of Classic Grounded Theory (CGT) steps and presents how a grounded theory was generated named gravity center of Iranian health tourism brand identity.

Resource constraints in meeting the needs of all customers on the one hand and the inability of organizations to discover valuable and hidden information in the data on the other hand has caused many managers fail in converting this data into valuable and helpful knowledge in the decision making. Hence using from classification technique to detect the customer details and discover valuable information from the collective wisdom is crucial. The aim of this study was to select target customers through various customer groups are organized according to experts. To achieve this aim، first Rough set theory is used to identify customer behavior patterns according to which classified into groups with similar characteristics Then، by creating a consensus of opinion among experts via d number group dechsion making، target customers are identified in priority order. This study is of a practical kind regarding the purpose and is a survey on a methodology point of view. This study carried out on 250 samples from Sony Ericsson the mobile users which according results the classification، target customers are shown in priority order.

The purpose of this research is to examine consumers’ brand value and brand loyalty toward luxury brands and current distribution channels for those brands (i. e free standing، Shopping Center، Specialty store، Internet retailing. The study Statistical population consisted of 39-19 year old consumer use branded apparel that is in Kerman. About 200 questionnaires were distributed to consumers through a snowballing technique and a total of 114 questionnaires were used for the data analysis. Anova، Duncan test، and multiple regression analysis were employed to test the hypotheses. When testing brand values for each channel diversification case، participants evaluated brand value differently depending on the type of distribution channel. Participants did not show significantly different brand loyalty depending on distribution diversification cases. When the influence of brand value on brand loyalty was tested، brand values affected brand loyalty depending on the type of distribution channel.

Corporate social responsibility is a business approach that takes in account ethic، people، community and environment، and is a complete strategy that capable firm to improve its competitive position. In other word، seeking to institutional demands، lead to social support and survive. The main purpose of this research is to investigate the impact of organization capabilities and industry structure on corporate social responsibility. This is applied and correlation research. Statistical community of research is listed company in Tehran Stock Exchange. Using systematic delete sampling 116 firms were chosen and their dates were collected by Rahavad-e-novin software and review financial statement and reports، and then relationship were analyzed using structural equation modeling (SEM) and path analysis. The findings indicate that there are significant association between corporate social responsibility with internal organization elements including profitability and operating capability and industry structure elements including competition rate، industry and industry profitability.

One of the most important issues in the domain of customer relationship management is identifying the factors that affect customer‘s satisfaction. Accordingly، we focus on this subject and try to propose a new approach of using association rule technique in this domain. This technique provides us with identifying the relationship between different effective factors and the CSI index thorough if-then rules and also detecting the most effective factors which influence the customer’s satisfaction. The results of implementing the proposed approach in “Bahman Diesel” company imply that the customer’s satisfaction from mobile services is the most effective factor. The behavior of the company’s employees and the waiting time of reception have also considerable affect. Other organizations can also use the proposed technique combining their statistical analysis to indentify the most effective factors on customer’s satisfaction and to make more effective decisions in their CRM strategies.