فصلنامه مدیریت بازرگانی
سال سوم شماره 8 (تابستان 1390)

Positive effects of tourism due to social, cultural and economic interest in becoming the first industry in the world, so that many countries and areas are by creating suitable infrastructure exploitation of the benefits sought the industry. For most of these countries an important source of tourism business, income, job creation and foreign exchange is considered. For this reason, to achieve the tourism development strategies, has consented of two factors affecting tourists in the region of Sarein. The aim of the research, has been done application and with correlation method. Questionnaire is used as the main tool in gathering information. Statistical Society of tourists to the region in August had Travel to Sarein. According to the unknown number of tourists (Statistical Society), sampling was available. The correlation coefficient was used to analyze questions to rule out or confirm theories. These reviews evaluate the quality of services component was satisfactory tourism services. Reviewing Prime Theoretical factors were studied in identifying and satisfying the two-story institutional and environmental factors. Using the gap analysis model to review expectations and perceptions of tourists’ gap was paid. Findings showed that there is a positive relationship between organizational factors and satisfaction(R= 0/577) and environmental factors and satisfaction(R= 0/34) of tourists. Indices based on these factors, the priority of the gap analysis model based on the suggestions were provided for corrective action.

Relational Marketing (RM) is one of the recent concepts in marketing field and aims to increase relationship between industry and consumers to introducing their needs and create maximum value for consumers and firms by offering products and concepts according to their needs. As hospitality industry is one of the most competitive industries and its success is hardly depends on competitive advantage, so relationship with costumers is a fundamental process in this industry. The paper aims to investigate how Iranian hotels use relationship marketing, by case study of Persian palace hotel in Kiev, Ukraine. There are two major steps, firstly by unstructured interviews by managers, hotel strategies in costumer relationship investigates and in second step satisfaction of costumers from hotel services measured. Findings show that hotel managers are unaware from marketing strategies, because of lack of marketing skills and CRM implements in traditional ways and without using the modern methods. For this reason hotel lacks to use its capability to get new consumers and saves its current consumers. The hotel has not attended seriously to costumer segmentation, and according to this has lost some of the most profitable potential customers. Also there is no measurement tool for hotel managers to evaluate their strategies influences.

Brand strength is a variable with the wide scope of definition that can survey marketing strategy and customer's perceptions.In this article, the strength of 23 brands of household appliances in Guilan market have been evaluated by using BAV models and with receiving customer's opinion from questionnaire. The result indicated that as a whole,foreign brands are stronger than Iranian brands in the field of household appliances.Through four components of BAV model, differentiation of foreign brands are much superior than Iranian brands.But about Iranian brands, knowledge is a component which has better position.According to this,we suggested that Iranian brands can use this competitive advantage in the field of knowledge to give identity to their brands and in the next steps for making strong brand,the concentration should be on relevance,esteem and differentiation respectively.

Present study seeks to appear the main important effective indicators on stockholder satisfaction from broker firm services in Tehran, Isfahan and yazd stock exchange; in addition, the study results, provide useful insights and guidance for managers to measure and improve customer relations system toward improving customer satisfaction. Our questionnaire was drawed from literature review but for measuring its validity, factor analysis was used as well as expert opinions. We found that stockholder satisfaction is in the better situation in Tehran, Yazd and Isfahan, respectively, and Isfahan stoch exchange responsibles have to have more attention to stockholder needs. Although, Tehran and Yazd broker firm services meet the customer needs but these tow stock exchanges have negative gap in half of satisfaction indicators. Besides, our results suggest that reponsiveness dimension in all of three stock exchange did not met cusomer requirements.

In a research done by Mr. Goold and Associates, three common parenting styles, namely strategic planning (SP), strategic control (SC) and financial control (FC), have been identified for which they believe the parent company needs to have appropriate knowledge and understanding of its own business to choose each. Authors, have tried to put these three parenting styles together with the parenting matrix to design a pattern for selecting the parenting style based on the parent's level of business understanding and In this pattern, the primary hypothesis, "There is a relation between the parenting style and the level of understanding and help of the parent company with the business in subsidiaries", along with 9 secondary hypotheses are studied and analyzed within the sample chosen from Iranian parent companies. The research methodology is expansive regarding the result, descriptive regarding the objective and quantitive regarding the data type. Statistical method employed in parametric test is the success ratio and in non-parametric test is the sign. Results from analyzing the hypotheses show that the primary hypothesis and three of the secondary hypotheses are confirmed; two of the secondary hypotheses are not confirmed and there was insufficient sample for the remaining four hypotheses in the studied companies and there is a prevailing rational relation between the staff individuals of the parent and the parenting style.

Word of mouth communications in marketing is one of the important informal communication tools between consumer of goods, service and organizations which is appointed with the researchers. The purpose of this study is to determine the relationship between locus of control with word of mouth communication between students of Isfahan University. This is a survey study which it is samples were 243 students of university of Isfahan. It is data gathering instrument was a questionnaire. The Pearson correlation coefficient between locus of control and word of mouth communication shows that internal locus of control have positive and significant correlation with word of mouth communication and external locus of control (chance) have negative and significant correlation with word of mouth communication. But external locus of control (powerful others) don’t have significant correlation with word of mouth communication although the result of independent sample t test shows that women have more participant than men in word of mouth communication.

The Purpose of was segmentation of customers according to benefit sought. Market segmentation is viewing a heterogeneous market as a number of smaller homogeneous markets, in response to differing preferences, attributable to the desires of customers for more precise satisfaction of their varying wants. The data analysis was based on questionnaires which had been gathered from three metropolises of Tehran, Mashhad and Shiraz. For market segmentation, statistical approaches including factor analysis and cluster analysis, for demographic analysis chi-square test, and for geographical analysis ANOVA and Tukey's post hoc test were used. The results of factor analysis showed that 71 mobile choice criteria (the expected customer benefits from mobile phone) being in the form of 15 factors, accounting for 63 percent of cumulative variance. Cluster analysis was then employed to divide the customers into 3 cluster due o their similarity of respondents to the main 15 factors. Chi-Square test results also indicated that clusters associate with age, occupation, marital status and city of residence. But in terms of education level, income and gender differences were not observed between clusters.

Population growth and unemployment issues caused to care about entrepreneurship in third and fourth economic development programs. Now, after execution of these programs, it is essential to assess entrepreneurship development progress. This article designed to formulate a model of entrepreneurship policies in order to assess these policies. So, a conceptual model formulated with 12 dimensions based on macro and micro policies after reviewing of 7 frameworks. Then, a questionnaire designed in order to measure status que based on views of specialists in a survey method research. Consequences showed macro and micro policies of entrepreneurship development do not have suitable condition and need to improve. Results have convergent tendency with international reports in this arena. Finally, some suggestions introduced for these policy improvement.

Severity of rivalry in markets and importance of customer’s maintenance for organization enforced them to gain toward creation, keeping and promotion the relationship with customers and according to scholars’ findings; relationship marketing is one of the best ways. The conceptual model which is used in this paper, aims to investigate the effects of relationship marketing value dimensions such as functional benefit, symbolic benefits, experiential benefits and perceived price on customer’s loyalty to cell phone’s brand from the both views, attitudinal and behavioral. In this paper which is from descriptive-correlation type, we used questionnaire in order to data collection. The sample of this research includes 215 persons which are selected from 3 main districts of cell phone sales in Tehran which are selected due to researchers’ judgment and gathered data are analyzed with structural equation model. The findings and results of the research showed that among relationship marketing value dimensions, just 3 mentioned variables named functional benefits, symbolic benefits and experimental benefits had effect on attitudinal loyalty.Also, the relationship between attitudinal loyalty and behavioral loyalty was accepted. Among mediator variables, just brand commitment had mediation effect in marketing- loyalty relationship