فصلنامه تحقیقات بازاریابی نوین
سال چهارم شماره 4 (پیاپی 15، زمستان 1393)

Nowadays the importance of investing in service quality as a strategic advantage for many businesses، especially service companies is highlighted and identifying how service quality leads to stronger brand equity for the company will be increasingly valuable. However، so far، little research examine the relationship between company service quality and brand equity، hence the importance of attention to the role of service quality to improve brand equity and ultimately improve the customer preference toward the company''s brand in comparison with competing brands and increase purchase intention from the company is important factors in attracting and retaining customers to service companies and should be considered as a major factor in service marketing. This research is of survey type and in order to collect data for the study a questionnaire was developed from various sources in the literature، is used. In order to achieve the objectives of the study، a sample of 384 customers of five selected Bank in Tehran city was chosen. Also، structure equation modeling (SEM)، confirmatory factor analysis (CFA) and two software package «SPSS and LISREL» is used for analyzing the data. Findings suggest a significant impact of service quality on perceived value and also service quality and perceived value have a significant impact on brand equity and brand equity has also significant impact on brand preference and customers purchase intention and finally، the impact of brand preference on customer purchase intention was significant

Since this kind of advertising has been included interactive transfer of information between the consumers of commodity and it is more low-priced than advertising with other methods, the need to research to understand how it was created and about its function are felt more than past. This survey aims to study the effect of word to mouth advertising aspects including volume, valence and source quality on mobile phone SONY purchase intention. The research is of Applications - Solidarity type and its statistical population consists of students of management faculty of Tehran University. Selected sample of 326 students have been. Data were collected through questionnaires And structural equation modeling was used to analyze the data collected. The research results reveal that word to mouth advertising aspects are effective on mobile phone purchase intention and social, sensory and functional innovativeness can not be the moderator of word to mouth advertising aspects and mobile phone purchase intention.

Performance is one of the main structures and the most important measure of enterprise success discussed in the management literature. Banking industry is an important part of service industry and services are inseparable from their provider. So sales performance of the bank teller who are on the front lines of communication with customers is of great importance. In this article one of the most important factors that influence sales performance, sales skills have been studied. Direct and moderating effects of internal and external competition as other important individual and environmental characteristics on sales performance are measured in terms of bank teller. The statistical population of this study is bank teller of Tehran city branches of the Keshavarzi Bank. Data were collected from 488 people through Census method and a questionnaire of 34 questions. To test the model, path analysis was performed using LISREL. Results indicated that technical and sales skills, competitive atmosphere and trait competitiveness have positive and significant effect on sales performance. Moderating effects of competitive atmosphere and trait competitiveness on the relation of sales skills and sales performance were also confirmed. Moreover, it was found that interpersonal skill have no significant effect on sales performance. Also competitive atmosphere and trait competitiveness do not moderate the relationship of interpersonal and technical skills with sales performance.

Organizations with environmental data collection identify potential opportunities and threats and will use this information to make strategic decisions. Since the organization can identify its own strengths and weaknesses with this information, and make necessary changes, this organizational need led to the emergence of a phenomenon called competitive intelligence. The organization acquire and develop new knowledge and data under specific processes and with vision and insight, leads the general information and experience into the organization Which has caused potential effects on behavior and improvement of organizational capabilities that is called a process of organizational learning. The aim of doing this survey is to investigate the effect of different aspects of organizational learning on aspects of organizational intelligence. The sample population of the present survey are all knowledge-based institutions in the science and technology park which are totally 50. Morgan was used to estimate sample size tables and The sample size required is 44. Given the likely lack of cooperation by some institutions, finally 42 institutions, a total of 99 questionnaires have been collected. Structural equation modeling was used to analyze the data. With respect to the result of the survey, except the effect of the interpretation of the data on the intelligence of the market and organizational memory on the Competitor intelligence which was not confirmed, other hypotheses based on the positive and meaningful effect of aspects of organizational learning on the aspects of Competitive intelligence has been approved.

Impulse buying is significant part of sale, therefore, they are very important to retail sellers and marketers. This research is applied research as survey-descriptive due to the method of data gathering. Research statistical population include of Proma shop costomers. Because of lack of total statistical population, infinit population sampiling and accessible statistical population have been used. Sample size had been calculated using Kokran formula as 267 person. To gather information, questionnaire had been used. To validitate questionnaire reliability, the method of structural and superficial had been used. To assess validity Cronbakh method had been applied and coefficient had been calculated as 0.94, that is significant.In this research, sudden purchase process model had been used. Therefore, there hypo thesises had been provided that are analayzed using structural equation intrapolation. The results of the analysis of the data showed that: store environment include of positive effect on impulse buying (light, color, music, aroma). arrangement and physical appearance(goods accessibility, stall guides, goods arrangement, store appearance and staff cloths), facilities and additional services(restaurant, coffee shop, park and children maintenance center) have no effect on impulse buying.

The tourism industry has expanded rapidly in recent years, despite the unique capabilities such as historical and natural attractions abound in Iran information and statistics indicate lack of success this industry in Iran. It seems that one of the reasons for this is lack of attention to the needs and preferences of the tourists. This study aimed to investigate the importance – Importance features of Ali Qapu, and Jame Mosque of Isfahan from tourist's point of view. For this purpose, a questionnaire consisting of 21features of historic sites, designed to measure the importance and performance of each features and then among foreign tourists and visitors to the sites were distributed. Data byusingsoftwareSPSS19 by important –performance Analysis (IPA) and t-test were analyzed. In terms of objective, the research is an applied research, and in terms of the data collection it can be classified as a descriptive survey. The results show that cleanness, suitability of bathrooms, multilingual /direction signs, quality of written information, provision of maps related to site had high importance but the sites had low performance of its, while the ease of buying tickets, ticket price, historical sites uniqueness and architecture, security and individuals’ attitudes towards tourists, scenery or view around the historical sites had high importance and high satisfaction for the tourists.

Nowadays in competitive world, organizations need more effective and efficient communications with their customers in order to protect their existence, on the other hand considering the mixture of marketing methods, concentrating on creating synergy in communicational tools in order to communicate effectively with customers is increasing. Integrated marketing communication is one of the newest viewpoints and patterns in choosing targets for advertising and commercial communications. This systematic model is seeking for increasing effectiveness and synergy in communicational and advertising activities of firms in order to achieve their goals, that one of the most important of them is creating positive attitude toward brand and purchase intention. However, considering the importance of creating synergy through integrated marketing communication on attiude toward brand and purchase intention, very few studies have been done. Thus, this research is assessing that whether integrated marketing communication appoarch affect creating synergy on attitude toward brand and purchase intention. This research is an experimental study in the type of posttest with 2 control and 4 experimental groups. Furthermore, its validitiy is randomly with the use of statistical tests. The number of sample participants is 206 active people of 10 marketing sites that did on-line shopping and entered groups randomly. The results of their responses to the questionnaire were analyzed through Mancova. Thus, at the Significance level of 0.05, results demonstrated that purchase intention and attitude toward brand is different between experimental and control groups, also the results of Tukey test at p-value <.001 level indicated that the mean scores of attitude toward brand and purchase intention in experimental group is more than control group. These results will accept the hypotheses of this research. The results of this research indicated that the first hypothesis which is about using integrated marketing communication approach affect creating synergy on attitude toward brand, is accepted. Also, second hypothesis which is about using integrated marketing communication affect creating synergy on purchase intention, is accepted. Statistical results of this research is significant in selected sample. Nowadays in competitive world, organizations need more effective and efficient communications with their customers in order to protect their existence, on the other hand considering the mixture of marketing methods, concentrating on creating synergy in communicational tools in order to communicate effectively with customers is increasing. Integrated marketing communication is one of the newest viewpoints and patterns in choosing targets for advertising and commercial communications. This systematic model is seeking for increasing effectiveness and synergy in communicational and advertising activities of firms in order to achieve their goals, that one of the most important of them is creating positive attitude toward brand and purchase intention. However, considering the importance of creating synergy through integrated marketing communication on attiude toward brand and purchase intention, very few studies have been done. Thus, this research is assessing that whether integrated marketing communication appoarch affect creating synergy on attitude toward brand and purchase intention. This research is an experimental study in the type of posttest with 2 control and 4 experimental groups. Furthermore, its validitiy is randomly with the use of statistical tests. The number of sample participants is 206 active people of 10 marketing sites that did on-line shopping and entered groups randomly. The results of their responses to the questionnaire were analyzed through Mancova. Thus, at the Significance level of 0.05, results demonstrated that purchase intention and attitude toward brand is different between experimental and control groups, also the results of Tukey test at p-value <.001 level indicated that the mean scores of attitude toward brand and purchase intention in experimental group is more than control group. These results will accept the hypotheses of this research. The results of this research indicated that the first hypothesis which is about using integrated marketing communication approach affect creating synergy on attitude toward brand, is accepted. Also, second hypothesis which is about using integrated marketing communication affect creating synergy on purchase intention, is accepted. Statistical results of this research is significant in selected sample.

The critical success factor for companies in competitive markets is focusing on the customers. Market segmentation into different categories and providing goods and services to each segment according to their unique characteristics is the most important activity that can lead to a greater focus on customers. In this study, using artificial neural market techniques, shampoo market in the 8th region of Tehran was classified. Therefore, after reviewing the research literature, 26 indicators have been identified and using the self- organizing neural networks, the segmentation was performed and among the various models of clustering, this model in which, the members within each market segment has the maximum similarity, and the significant differences were between different market segments, was selected. The results showed that the best model is classification with 9 clusters. This approach was compared with K-means and the superiority of artificial neural network approach was demonstrated. Finally key characteristics of each segment were identified by a proposed approach base on the Taguchi technique.

In today's world, the growth of competitive markets and the increasing demand to attract the customers need to pay attention to the factors affecting business intelligence to learn more. The Purpose of this study also investigated the effect of technological, organization, process and business factors on successful implementing business intelligence system. In terms of purpose the research is applicable and in terms of method of data collection is descriptive – survey. Research population, managers and Experts in Shatel company. In order to research model test were used the questionnaire contains 57 questions. That the questions extracted from the research literature and after review and approval by the respective experts were used and for assess the reliability of the questionnaire Cronbach's Alpha is used. The results showed that the each of the Technological factors, organization, process and business factors(Except for effective change management)on the successful implementation of business intelligence system has been effective.

The increasing cost of establishing new brand names in today's competitive market caused companies to use existing brands to offer new products to market. Therefore, the importance of brand extension strategy has increased. On the other hand, the mentality and perceptions of consumers from brand, make their purchase decision. This study was analyzed the impact of brand extension success drivers on consumer's attitudes toward brand extension, which lead to the consumer behavior in the market such as intentions, selection and repurchasing. The statistical population of this study were the consumers of food industry products (Tabarok products) in the Isfahan and the sample size of research was estimated 166. The instrument of data gathering was questionnaire and correlation coefficient and regression analysis were used to analyze the hypotheses and to identify the extent and intensity of the relationships between variables. At last, fuzzy TOPSIS technique was applied to rank the affecting drivers on the success of the brand. The results revealed that among the potential brand extension success drivers, parent brand quality and consumer’s experience have had a positive influence on consumer’s attitude and behavior, while, perceived advertising support, perceived fit and the availability of extension products have had negative influence. The ranking results also displayed that the fit between parent brand and extension product has the highest impact on consumer's attitude and behavior.

Advertising creativity is usually defined as a function of two traits: divergence and relevance. Divergence refers to extent to which an ad contains elements that are novel, different, or unusual. Relevance is refers to elements that are meaningful, appropriate and worthy for the audiences. In this paper the structural model of the relationship between dimensions of advertising creativity, attitude toward brand, attitude toward advertising and purchase intention is investigated. In order to data gathering 4 advertising video related to 4 wellknown brands were shown to 300 students during a twenty minute animated movie in order to perform the study in a real environment. Results achieved by path analysis using Lisrel program indicate that there is a significant relationship between advertising creativity and purchase intention through mediating role of attitude toward brand but the result does not support the mediating role of attitude toward advertising in making relationship between advertising creativity and purchase intention.

The customer relationship management (CRM) means create and maintenance of a long term relationships with profitable customers, which is achieved through the proper use of information and communication technology. In this paper, performance of three factories in the ceramic and tile industry in Yazd has been compared according to CRM criteria in four dimensions, which include CRM output, customer, CRM process and technology alignment. The goal of this study is applied and data collection is survey-analytic. Also, three questionnaire were used for data collection. First, according to research literature, CRM criteria were identified and rated with use of Fuzzy TOPSIS technique. Then using Pareto law, most important criteria was determined based on the weight obtained through Fuzzy TOPSIS technique. In the next step, the weight of each criterion were determined using an integrative approach of Fuzzy ANP and DEMATEL, in this way, it was include that integrative technology was the most important dimension, then respectively other dimension, which are CRM process, customer and output CRM. Finally, the performance of three companies were compared based on weigh criteria.