دوفصلنامه راهبردهای بازرگانی
سال بیست و یکم شماره 2 (پیاپی 4، پاییز و زمستان 1393)

Although the customer is heart of marketing and organization and despite the extensive researches in many areas of the customer، there is rare research that put the customer as an element of excellence of society، organization and cus-tomer itself. On the other hand، in spite of many organization and marketing ex-cellence models، there is lack of a model which could explain the factors influ-encing and influenced by customer excellence in an integrated way. One of the purposes of this article is to conceptualize customer excellence and the other goal is extraction of its model. The grounded theory and coding the extracted data from depth interviews was the methodology of the article. The Interviewes are academic and industry (banking and insurance) experts. Finally the para-digm model of Customer Excellence in 8 main categories and 25 sub-categories، and، 119 concepts has been classified and extracted.

Customers are always exposed to various stimuli related to brand. Various stim-uli create a spectrum of positive and negative emotions to products in costum-ers. A set of negative emotions like fear، anger، dissatisfaction، anxiety، hatred، shame and embarrassment develop various behavioral attitudes in customers. Complain، defamation and brand change are among behavioral reactions by customers that can lead to the anxiety of brand owners. On the other hand، cog-nitive distortions or conceptual mistakes of customers can also be effective in their negative emotions. This study investigated the effect of these psychological variables on negative emotions of customers and analyzed behavioral attitudes of customers by considering both factors. To this end a sample consisted of 245 consumers and participants interested in automobile brands was used. The col-lected data was clustered regarding cognitive distortions، negative emotions and behavioral attitudes of customers and was investigated through ANOVA. The re-sults showed that individuals with more cognitive distortion (more inappropriate thoughts) have higher means of emotions، sadness، anger، hatred and embar-rassment and also change their favorite brands more. On the other hand، people are worried of and dissatisfied with kinds of local or foreign automobile brands regardless of having conceptual errors. Similarly، defaming and complaining from brands exist among automobile consumers equally regardless of concep-tual errors.

E-advertising is defined as a process of introduction of goods and services. It is also recognized as a process of after sales services that create motivation of cus-tomers through internet tool for increasing purchase. The advantages of this ap-proach refer to its low cost and its access among customers. The aim of this study is determination of effectiveness rate of carpet E-advertising through in-ternet poll and measurement of its validation based on consumer’s behavior model. Importance of this issue is due to position of carpet as a floor covering and variety of products، considering available tools of advertisement. Data col-lection of this study has been done from end-user of internet in Tehran via doc-ument and field study approach using questionnaire. Statistical population is 103 persons who use carpet internet advertising websites. This population is se-lected according to the nature of activities for instance executive managers، pub-lic relation managers، human resources managers and expert’s workers. For data analysis، SPSS and AMOS software were applied in this study. The results of the study show communicating incentives have 0. 55 effects on cognitive response and 0. 41 effects on affective response. That is highest effect. And content incen-tives have 0. 33 effects on cognitive responses and 0. 29 effects on affective re-sponses of consumers. On the other hands communicating and content incen-tives do not have significant and positive effects on attitude of consumers. There for it is necessary to pay special attention to internet advertising content according to research model and for desirable affectivity.

The goal of this study is to evaluate pricing strategies and their relationship with marketing capabilities. The review of the literature has shown that there is not appropriate، comprehensive research about the relationship between pricing strategies and marketing capabilities. This research method is descriptive and to achieve the objectives of the study، data from 108 companies in Tabriz and Sanandaj is collected via the questionnaires. The results show that pricing meth-od based on needs of customers was most used method by the studied compa-nies. The findings also showed that there was a significant relationship between pricing strategies and marketing capabilities. The evaluated model of research explained that the pattern of competition-based strategies (0. 89) had the great-est impact on marketing capabilities.

Studies in the field of brand management emphasize the impact of this branch of marketing on performance، profitability and business value for its stakehold-ers. For being survived، companies should focus on competitive advantages and getting more consumers’ satisfaction for sale and more market shares. One of the useful tools that make the company less vulnerable in market competitive activities and consumption liability and repetition is brand equity. The purpose of this study is to investigate the impact of brand equity on the consumers using Buil & Martinez model (2013). This research is considered as applied based on purpose and descriptive-survey based on data collection method. Hypotheses were tested using structural equation modeling or SEM (in Lisrel software) and the data of 385 Snowa home products consumers in Tehran. Brand awareness plays a salient role in the process of creating Snowa brand equity. The findings also confirmed the impact of brand equity on consumers'' responses. The results of this study، in addition to knowledge about the current situation and choosing appropriate marketing strategies for the future of SNOWA، indicated a brand with high equity can cause behaviors such as willingness to pay price premiums، attitude towards brand extensions، brand preference and ultimately purchase in-tention.

Internet networks development have been changed business all over the world. As a consequence of this change، all sectors and industries in market place try to use these networks advantages to gain high market shares. Tourism and hotel industries are like other sectors. Identifying factors that affects consumers'' be-havior and their decisions are important because this factor determines our mar-ket strategies. The purpose of this research is to survey these factors influencing consumers'' intention to use internet reservation system in hotel industries based on compilation model of TAM. 394 consumers opinion was gathered by ques-tionnaire in Shiraz. All hypotheses were tested by structural equation modeling (SEM) in LISREL. Results showed that economic cost، Social factors and easy use have direct and significant effect on consumer''s intention.