فصلنامه تحقیقات بازاریابی نوین
سال ششم شماره 1 (پیاپی 20، بهار 1395)

In today's competitive world, there is a significant improvement in enterprises’ relation with their customers. In modern business environment, there is a shift from product based frameworks to customer based frameworks. A thorough understanding of customers and their behaviors has found an important role in business strategies. One of the challenges facing organizations is to identify customers and allocate resources to them according to their values for the organization. As a result, finding a proper measurement and ranking method for different categories of customers is considered as one of the main priorities for customer relation systems.The main goal of the current research is to conduct a comparative study among the clustering algorithms and employ them to evaluate customers’ value (the lifetime value), subsequently. Insurance industry and more specifically Comprehensive Vehicle Insurance is the main target of this research. The proposed methodology for the current research is based on CRISP-DM. Besides that, one of the extended RFM models is utilized in order to categorize customers and measure their lifetime value in each sector. At the first step of this research, the information of nearly 812 customers had been extracted from 4800 data records of selected insurance companies in the period of 1391 to 1392 based on the Iranian calendar. Then, customers were clustered using sophisticated software tools in the area of statistical process and data mining including RapidMiner, SPSS and Matlab. After analyzing the results of each cluster, customers were categorized and ranked based on their lifetime value using silhouette and SSE indexes. Finally, the results of best clustering method were compared and analyzed. The proposed method of this research can be employed to find the value of each group of customers in the insurance industry and to determine the most proper marketing strategies for each of them.

This research seeks to analyze the influence of top managerial support from environmental practices and environmental culture on green marketing strategy. Also, it aims to explore the impact of green marketing strategy on environmental performance and economic performance of business-to-business organizations in Iran. The survey was conducted using descriptive approach. The researchers have studied 80 B2B firms that were in the Ministry of Industry, Mine and Trade as well as the Industrial Development and Renovation Organization of Iran. Data were collected and analyzed using questionnaire as well as SPSS and LISREL softwares, respectively. The research findings revealed that environmental culture in B2B organizations has an influence on green marketing strategy and top managerial support from environmental practices can develop environmental culture inside the organization. Adopting green marketing strategy by B2B organizations in Iran can improve economic performance but since the issue of environment is not considered as a strategic issue in our country and organizations do not use updated standards, so the environmental performance is in inappropriate situation.

Some activities such as long-term planning and marketing can be designed and performed through having enough information from various groups of customers and then clustering and classifying them, till the organization reach its efficiency to the possible extent. The aim of this research is to cluster the customers of Mellat Bank Customer’s Club into two groups of loyal and disloyal. Data were collected using the information of about 10300 members of this club. This data consists of two main parts including demographic information and information related to the used services by the club members. Furthermore, this research is descriptive-survey in terms of method. In addition, data were analyzed using data mining technique (C5.0, Interactive CHAID algorithms) and some other techniques.The obtained results and patterns can be used toward predicting new customer's loyalty as well as the needs of each groups of customers based on the obtained groups using their demographic information.

The present study aims to investigate the effect of consumer perception of packaging reusability on impulse buying decision, through investigating the effect of packaging from the aspects of color, material, size, and label. The present research is an applied research in terms of aim, and also cross-sectional in terms of methodology. A sample of 400 people was selected from the customers of Shiraz big stores using convenience sampling. The required information was gathered using questionnaire. Furthermore, the conceptual model and also the research hypotheses were tested using PLS software. The results showed that the proportionality of shape, material, packaging size, and also ease of removing the package’s label have a positive and significant effect on consumer’s perception of packaging reusability, but the color of packaging has no impact on consumer’s perception. In addition, the results revealed the positive effect of consumer perception and low level of mental involvement on impulse buying decision. Finally, the mediating effect of low involvement level in causal relationship of consumer perception and impulse buying was confirmed as well.

Today, corporate social responsibility is an important issue for most organizations as well as their managers. Corporate social responsibility is a crucial issue and has strategic implications for companies in all industries. One of the most valuable assets of any company is its brand. Brand equity is an asset that the company can obtain many benefits in its light and also can maintain the value of company. The aim of this research is to investigate the impact of social responsibility and corporate image on their brand equity. Furthermore, the present research is an applied one in terms of aim and descriptive-explorative in terms of data collection. Statistical population of the research consists of all consumers of MORGHAB Food Industry (YEKOYEK) in Bushehr. Also the sample size is estimated to be equal to 384 using accessible sampling method. The results showed that corporate social responsibility has a significant positive impact on its image and brand equity and corporate image have a positive and significant impact on brand equity.

Today an important aspect of any business, both at domestic and international levels, is determining brand. An important issue in this regard is to employ an effective strategy for brands in different industries such as dress industry which gives companies the ability to connect to the competitive market. So branding can be considered as a form of innovation. Determining a stable brand and based on a correct policy can create brand value. This research has been conducted to identify the factors influencing on foreign brands consumption in the fashion dress industry in Isfahan. The research follows a descriptive-field method and also it serves a practical approach in terms of purpose. The present research has been conducted both in qualitative and quantitative levels using interview and questionnaire. According to statistical data, 57 factors influencing on foreign brands of clothes consumption were classified into 9 main categories including: internal, organizational, individual, social, economic, demographic, advertising, political and cultural factors. The research findings showed that the score of cultural factors from the expert’s viewpoints and also the score of internal factors from the consumer’s viewpoints are the highest scores among all other influencing factors.

Today shopping is increasingly seen as a recreational activity and a escaping way from everyday life and even for some buyers, buying may be something beyond entertainment and turns to addiction and extremism. Cultural materialism and also development of new marketing techniques have many implications for communities that one of them is the growing phenomenon of compulsive buying. The aim of this research is to provide a model of compulsive buying among women. Statistical population of the research consists of 41 female students of Kashan University using judgment sampling. Data were collected and analyzed using interview and grounded theory via N Vivo 10 software, respectively. This research is a fundamental research and in terms of purpose and classification is qualitative. The obtained results are classified into five categories including central, causal, field, intervening, and strategic and their consequences are presented a well. The results showed that these factors cause to increase stress level, creation of bad moods and feelings as well as the need and desire to buy, that in the absence of control leads to compulsive buying and have some consequences for the individual and those around her. Many of the variables found in this research have been introduced for the first time and the proposed model has more details than the previous models.

Regarding the important role of banks as the financial mediator in economy, the current research estimates the degree of cost efficiency in the Iranian banks and therefore the average of cost efficiency in the country banking system in the period of 2000-2012 using stochastic frontier analysis, Cobb-Douglas function, and also maximum likelihood method. The results showed that cost efficiency of the Iranian banking system in this period is equal to 62.8 percent. Furthermore, the average efficiency in private banks is more than the average efficiency of state-owned banks and also those banks which were active in the public sector before and now are active in the private sector. The findings also showed a significant difference between the cost efficiency degree of the most efficient bank and the most inefficient one. In addition, this research examined the impact of banks’ marketing performance on their cost efficiency using panel data random effects model. The results showed that there is a negative significant relationship between bank deposit market share and cost efficiency in the Iranian banking system.

Corporate social responsibility is one of the most important factors that impacts on its social performance and plays a key role in consumer reactions towards the corporation. The more attention the corporation has to its social responsibility dimensions, the corporation facing better reaction from consumers and society and consequently its social performance increases. The main objective of this research is to develop a model of corporate social responsibility impacts on social performance and consumer reactions. This research is an applied research in terms of aim and descriptive-survey (field study) in terms of its nature. Theoretical foundations of the research were collected using historical researches and its data was obtained using random sampling method and also a researcher-made questionnaire, which its total reliability was equal to %978. Statistical population of the research includes major customers as well as managers of the selected food firms in Khuzestan province. The research sample consists of 540 managers and customers, who have been selected randomly. For responding the research questions, testing its hypotheses and analyzing the collected data, descriptive statistics and inferential statistics via SPSS and AMOS softwares were employed. According to the obtained results all of the research hypotheses have been confirmed at %95 level of confidence. Furthermore, the research findings revealed that the research model fits the collected data from the target statistical population. Thus, corporate social responsibility impacts on consumer reactions directly and ýindirectly with the mediating effect of social performance.

Today, some concepts such as corporate social responsibility can create value for the organization besides creating value for community and society. This concept can also create differentiation and competitive advantage through creating shared value. Therefore, measuring the impact of such concepts along with other concepts such as customer orientation and perceived quality of services on customer satisfaction is necessary. The purpose of this research is to present a model for measuring the impact of customer orientation, corporate social responsibility and perceived quality on customer satisfaction. In this research, besides the library search methods, a researcher-made questionnaire based on prior researches and also a SERVQUAL questionnaire were used to collect required data in order to support or reject the hypotheses. In addition, Alpha coefficient of 0.93 was calculated for the questionnaire. The survey participants and respondents to the questionnaire were 325 customers of different branches of Pasargad Bank in Isfahan city selected by simple random sampling method. The research results showed that customer orientation has a positive and direct impact on corporate social responsibility as well as service perceived quality. Furthermore, the results indicated that corporate social responsibility has an impact on service perceived quality but has no significant impact on customer satisfaction. Finally, the research findings showed that service perceived quality has a positive and significant impact on customer satisfaction.

In a highly competitive market of financial institutions and also public and private banks, banks try to be the preferred choice of customers for their banking services by maximizing their customers’ satisfaction. The goal of this research is to introduce a mechanism for identification and segmentation of banking customers in accordance with their preferences into 3 key strategic directions, i.e. operational excellence, product leadership, and customer intimacy. To achieve this goal, it is required to detect important factors for the above-mentioned strategic directions and conduct a survey about them, subsequently. After the process of data collection, the next step is to classify customers in this regard and align the bank's operations with their customers’ expectations. This research is based on the result of a survey about 24 factors related to the importance of banks’ characteristics from the viewpoints of customers as well as their satisfaction from the primary banks’ services. Data were analyzed using exploratory factor analysis for the purpose of dimensionality reduction in order to extract 5 new metrics based on the mentioned 24 factors, and also Two-step and K-Means clustering algorithms were conducted and measured clustering metrics. As a result of the above clustering, customers were divided into 3 segments, which can lead the banks to align their operations and services in accordance with their customers’ preferences.

The competitive characteristics of telecom industry and customers’ demands along with advances in telecommunication technologies make the necessity of determining customer relationship management new strategies more evident. One approach to reach this reformation is to analyze large volume of customers’ data warehouses in order to identify different classes of customers and presenting appropriate services according to their transactional and behavioral features, subsequently. In this research, the researchers had employed data mining algorithms, especially clustering one and also RFM analysis on the customers of Guilan province Telecom Bureau, for a six month period of observation of their payment and debt information in order to identify different clusters of customers. After the process of clustering results evaluation, the best clustering method had been chosen and each cluster was allocated to each known group of customers according to the Loyalty matrix. In this research, after selecting appropriate attributes of customer’s data using RFM analysis method, three specific clusters of customers had been identified using K-means clustering algorithm and then according to the behavior features and product consumption patterns of customers, the appropriate services to each cluster is suggested and presented in order to improve the customer relationship management practices and increasing the customer life value.