نشریه کاوش های مدیریت بازرگانی
پیاپی 12 (پاییز و زمستان 1393)

This article presents a comprehensive model for customer lifelong value. Customer relationship management (CRM) is an efficient methodfor acquiring, maintaining and enhancing customer satisfaction in our competitive industries. One of the most important methodsin managing our relationship with profitable customers is to calculate the customer lifelong value, which allows the organization to make its greatest effort to retain most profitable customers. Customer lifelong value is a value which is expected from a customer in a certain period of time. This value has a direct relationship with the overall benefit of these customers for the organization. In this paper, we present a model for calculating customer lifelong value, according to which we can divide customers into profitable and non-profitable customers. As we discuss, the most important elements in the presented segmentation are: rate of customer loss, legal reserves, profit margins, discount rates, and direct and indirect account costs. These factors, in our model,are presented asmathematical variables. In the end of this paper, we also try to show the necessity of the calculation of the customer lifelong value in relation with customer relationship management in banking, using the information obtained from boththe financial statements of Maskan Bank of Iran and the knowledge of the professional managers.

Without any doubt nowadays marketing is one of the necessary things for every organizations which are involved in competition with other companies.In this way One of the strategies is suitable mixed marketing strategies. The purpose of this study was to represent an appropriate model in the fundamental teaching institutes which was done after identifing the mixed factors and characteristics of service marketing for non-profit organizations, especially for the non-profit schools, and to investigate the effects of each factor on the performance of these organizations. This study’s data has been collected through a questionnaire with 35 questions between 196 customers who were selected as a random sample of statistical population answered.In this regard,modeling was done with AMOS software and based on the effects of each of these mixed marketing factors on organization’s performance are examined by the SPSS software. Based on the results of data analysis, it was found that the seven service marketing mix factors affect on non-profit organization’s performance and the effects rate of each factor were identified. Thus, according to these results, process, physical evidence, product, and people factors were priority of these affecting and promotion, price, and place factors were on lower priority.

With emergence of electronic trading through internet, multichannel retailing became the dominant paradigm of business world. New media emerged and a developed set of different channels were made for companies and consumers. The customers developed their experience channels from traditional purchase shops and now it is very usual for them buy from online shops, catalogues, ATMs and call centers. The main purpose of the present study is segmenting the customers regarding their tendency to different channels in information searching phases and purchase and also explaining the determining factors of their membership in this segment. Demographic and psychological variables are considered simultaneously in the present research. To this end, the data was collected through distribution of 800 questionnaires among consumers in Tehran city. Combining self-organizing maps and logistic regression was used to analyze the data. The results showed that regarding consumers’ attitude, they can be divided to four different channels including multi-channel consumers, traditional, neutral and search-oriented ones. The results also showed the existence of a multi-channel consumer section with 23.88% of the participants. Other findings showed that socio-demographic variables including gender, age, job and income level and psychological variables including innovativeness, quality consciousness, time pressure and motivation to confirm had determining roles in probable membership of consumers in different sections.

Social networks as the new popular form and widely used communities, especially among Iranian users is a chance for exchanging ideas, interests and Personal preferences with friends. and it provides the possibility to access the largest number of customers (potential or actual) for all users, the owners of the Brands and social network members participate in electronic word of mouth more actively and have more effective role to make an informed choice by themselves and others, without needing the place. The purpose of this study was to find a logical relationship between brand loyalty on the one hand and participation in electronic word of mouth on social networks and self-identification through brands (Adidas in present study) on the other hand. Also the model of this study explains this process. The results showed a significant positive correlation between brand loyalty and participation in electronic word of mouth on social networks and brand identification through there.

This paper is aimed to examine risk consideration of Risk Weighted Assets (RWA) by investors through testing RWA effect on bank's stock return and risk. For this aim, a sample composed of 17 listed banks in Tehran Stock Exchange from 1381 to 1390 has been investigated. Available observations are insufficient so, panel data regression has been used to test the relation between Risk Weighted Assets and bank's stock return and risk. The results confirm inverse effect of Risk Weighted Assets on bank's stock return. Also, the findings confirmed direct effect of RWA on risk measures of bank's stock including beta and return volatility.

Customer loyalty is one of the most challenging issues in the field of making which how always been noticed by experts and executive managers since the retention of customers depended on how their expectations are satisfied by the companies. Therefore, a careful evaluation of the customer's expectations is important and worth noticing. Accordingly, the aim of this paper is to develop a standard tool to measuring customer expectations in the banking industry. In the first phase of this study, the exploratory factor analysis was used to identify customer's expectation. To identify the validity of model, confirmatory factor analysis was used to assess the suitability indices. The results identified five main and sixteen related factors for gauging customer's expectations in the field of banking industry. In the areas of banking, the determining elements in the shaping customer's expectations included professionalism, quality of service, professional ethics, service development and desirable interpersonal interaction.

The importance of brand equity in current marketing world is clear. a strong brand can be worth more than the usual value for an organization. This issue has an utmost important in the tourism industry. Todays tourism organization are looking for the identification of effective factor for promoting the equity of brand in their customrs mind. Advertising is also one of the issues that today even the most distant parts of the world are familiar with and in affected by it. This article seeks to develop a systematic framework about brand equity and its dimension, Advertising and consumer response with mediator role of knowledge transfer and innovational performance in in Tourism and Travel Agencies in Tehran and trying to broaden the frontiers of knowledge in this area. Data for this study as non-random sampling of customers in the travel and tourism offices in Tehran city by using a questionnaire has been collected. This study, based on aim, is an applicable research, and based on data collection method, it is a descriptive research with Using Smart PLS software. The result of study showed there was a significant positive effect of on consumer response.forthere more it showed that advertising has a positive effect through brand equity and its dimentions on consumer response.