فصلنامه تحقیقات بازاریابی نوین
سال هفتم شماره 2 (پیاپی 25، تابستان 1396)

Understanding the importance of retaining companie's customers has provoked companies to strive for policies that help them to retain their customers. Only if a company understands its customer's demands and try to satisfy them, they will remain loyal to those companies. The term of "quality of services" aims at the necessity of paying attention to customer's needs and demands which finally ends up to loyalty among customers. Through considering the mediating role of electronic satisfaction, perceived value and electronic advertisement advice, the present research tries to analyze the relationship between e-service quality and e-loyalty. Statistical population of this research is comprised of e-retailers customers in Tehran. The present research is descriptive in terms of data collection and data was collected using questionnaire. Furthermore, its validity and reliability were determined using mean of extracted variance and combined reliability method, respectively. Also the collected data was analyzed using structural equivalence method via PLS software. Results of this research indicated that e-services quality affects customer's loyalty directly and indirectly. Moreover, e-satisfaction is the most important factor in creating loyalty among customers.

Social commerce is a new phenomenon that is less considered indifferent researches. In this type of commerce, consumers have become able to generate content about different products/services and share their information and experiences with other people. This is very important for producers and providers and may include opportunities and threats. Due to these circumstances, investigating on consumer behavior is vital. Hence, this study aims to provide a framework for the factors affecting social customer participation in social commerce using Stimuli-Organism-Response model. The present research is an applied research in terms of objective and descriptive-survey (correlational type) in terms of data collection. Statistical population of the research consists of three popular social networks in Iran (i.e. Facebook, Cloob, and Telegram). Furthermore, the research sample size was estimated to 360 users using quota and snowball sampling method.
The obtained results were analyzed using PLS-SEM approach. The results showed that in investigating the effect of stimuli variables on organism of website quality or practical program, perceived interactivity and subjective norms have a positive and significant effect on quality relationship, social support and attitudes toward social commerce, respectively. Also social commerce constructs affect social support and attitudes toward social commerce. In addition, perceived interactivity has a positive and significant effect on attitudes toward social commerce. Secondly, social support, relationship quality and social attitude together with subjective norms are positively associated with social commerce as the response. Finally, social support has a significant positive impact on quality relationship which in turn influences attitudes toward social commerce.

One of the challenges of marketing managers is to create and maintain a strong and lasting bond with brand as brand attachment. Thus, the aim of this study is to recognize the reality-based guidelines for the establishment and strengthening of its attachment to the brand and obtaining favorable outcomes in classes of durable and fast moving consumer goods. Through performing two pretests to determine the product and brand, sports shoes with Adidas brand and ice cream with Kale brand were selected as the products and brands which people have the most lived experience with them. Data were collected using phenomenological method and carrying out fifteen in-depth interviews based on purposive sampling method with multiple strategies (acute and snowball sampling). Concepts, categories and themes were organized through constant comparison process, open, axial and selective coding, and also analysis of cognitive mapping. Finally, validation of findings was done by the participants. Findings revealed that the proportion of cash gifts with ad messages at construal high level and high argument and in contrast, the proportion of non-cash gift with an ad message at construal low level and high argument lead to strengthening brand attachment and earn favorable consequences in terms of brand trust, brand satisfaction, brand commitment and brand loyalty. These results were similar in both classes of fast moving consumer and durable goods and indicate that brand attachment is independent of product class and is formed based on marketing communications programs.

Experiential marketing has employed Innovative approach (two-way interactions) for marketing. The present research is about discovering and deep describing of buyers perceptions and experiences from the phenomenon of shopping centers. This research has been carried out by the aim of analyzing shopping experiences from the shopping centers and discovering and extracting these factors and features in order to establish competitive advantage, subsequently. The methodology of this research is qualitative using explanatory phenomenology method. Furthermore, statistical population of the research is comprised of buyers and clients of shopping centers during summer and autumn of 2013 in Tabriz city. Moreover, the research data has been collected using individual and group interviews with the buyers and the related codes have been extracted using Dikelman analysis method. Afterwards, the key points and concepts of interviews have been conceptualized and after several analysis and data comparison, 200 codes have been extracted. Finally, 8 items were categorized as the main factors and 66 items as the alternative ones. The concept of shopping experience by the participants has been identified as a combination of eight main factors including behavioral performance, physical structures, environment, facilities, marketing and communication, training and security. Combination of the identified factors regarding their components showed distinct pattern and by recommending a new criterion to develop and management shopping centers, provide decreased incorrect decision risk.

One reason for the poor performance of some branches is their weak marketing. On the other hand, there is not a specific tool to measure the development of marketing activities in the branches. The concept of "local marketing" is defined, to examine how well branches do their marketing activities. The aim of this study is to identify the components of local marketing in the branches and offer a tool for measuring the quality of local marketing in Mellat bank. In order to achieve this goal, “environmental intelligence and customer attraction”, “developing communication channels with customer”, “custom services” and “customer oriented processes of branch” were identified as the main factors through this research using factor analysis.

Handicraft is considered as one of the most valuable national capital which has a high entrepreneurial and economic potential. Most of the handicraft artists are native and uneducated, who are the sheer producers and are not familiar with the competitive market. In some cases, lack of demand and economic inefficiencies led to the closure of manufacturing workshops. However, due to diversity, authenticity and inherency of handicraft in Iran and its performance, this industry has the capacity to revive. In this study, the researchers have tried to identify, categorize and modelling the functional approach and experimental factors affecting marketing and selling crafts using qualitative research method. Based on 28 interviews with some experts, manufacturers and retailers, 58 concepts among 20 main categories were identified. These concepts were directly or indirectly in connection with marketing of handicraft. Also these concepts are structured according to the paradigm model grounded theory in six dimensions including "causal conditions", "phenomenon", "strategies"," context ", "intervening factors" and "consequences".

In today’s world, the growth of internet and other social networks provide new opportunities for individuals for sharing their knowledge and experiences with others. On the other hand, the growth and development of such tools provide opportunities for organizations in order to utilize new innovation resources as well. Although crowdsourcing capabilities have not been recognized by some organizations and managers as a new marketing approach, this platform can be adopted by various organizations for promoting company’ performance and creating competitive advantage. In this study, the effect of crowdsourcing platform on company’s performance is investigated. Data was collected using secondary study and questionnaire. The questionnaires’ validity and reliability were confirmed using face validity and Cronbach’s alpha, respectively. Furthermore, the research hypotheses were investigated using structural equations modeling via the two softwares of SPSS and LISREL. Results of this study indicated that partnership incentive in crowdsourcing affects the use of crowdsourcing and the use of crowdsourcing affects performance elevation of company. Also the obtained results showed that the amount of intended reward for crowdsourcing has no meaningful effect on creating motivation for engaging in crowdsourcing. Moreover, company’s performance through crowdsourcing has no meaningful effect on reducing business costs and productivity activities.

In competitive advantage framework, loyal consumers have the best advantage for organizations; therefore, organizations are looking for a way to retain and keep their customers more loyal than ever before. Gamification is a tool which uses techniques and game elements in non-gaming contexts and it leads to customers’ motivation for voluntary participation in organization desirable activities and ultimately builds loyalty in them. Thus the aim of this research is to investigate the impact of psychological dimension of gamification strategy on customer loyalty. This research is an applied one in terms of objective and descriptive-survey in terms of data collection. Also data collection was carried out using library research and applying a researcher-made questionnaire to confirm the research hypotheses. Statistical population of this research is comprised of the customers of Mellat Bank selected branches in Isfahan city. 325 customers were selected as the sample using random-cluster sampling method. Furthermore, the questionnaire validity and reliability were confirmed using face validity and Cronbach's alpha coefficient, respectively. Moreover, structural equation modeling was used to test the research hypotheses. The results showed that gamification strategy has an impact on customers’ loyalty. Also, all the dimensions of gamification strategy model including perceived usefulness, perceived ease of use, attitude towards using, social influence and behavioral intention have a significant and positive impact on customer’s loyalty. Finally, the mean difference of each constructs has been examined with respect to various demographic variables.

No doubt, the issue power is important between the organizational units. When, there is power asymmetry between units, performance is negatively affected. Because of, the dysfunctional aspects of power asymmetry. And organization cant have a desirable performance. Because desirable performance is the result of correct interaction organizational units. In this regard, power discussion between marketing and other units is consideration. The key objective of the study are: to determination whether ,there is power asymmetry is between units of product corporation, to investigate the effect on business performance of power asymmetry in attention to Porter strategies, and the determine whether the link between a marketing unit and business performance. The limited sampling method was used. Data was collected using questionnaire. This study is applied and survey in term of data collection. For hypotheses testing we used Analysis of variance, Duncan testing and Pearson correlation coefficient. The study shows that there is power asymmetry between units of product corporate and business performance became weaker in organization that rely more heavily on a low-cost strategy. Power marketing units has a positive effect on business performance.

Today, due to increasing spread of usage, mobile phone has become a popular media for advertisers. Advertisement through mobile is one of the modern advertising methods. According to the newness of this media, still affective factors on advertising adoption are not obvious for businesses and advertisers. The developed research model in this study includes the cognitive and affective factors, attitude, demographic factors and acceptance of mobile advertising. This research is an applied one in terms of objective and survey in terms of data collection. A sample of 392 mobile users was chosen in Qom city using judgment sampling method and the required data was collected using questionnaire. The collected data was analyzed using structural equation modeling via Smart PLS software. The results showed that affective and cognitive factors have a significant impact on the acceptance of mobile advertising. Moreover, demographic factors have not a significant moderating effect on the relationship between attitude and willingness to accept. Due to emerging of this media in Iran, the results can be interpreted and generalized.