فصلنامه تحقیقات بازاریابی نوین
سال پنجم شماره 2 (پیاپی 17، تابستان 1394)

Today''s organizations in order to achieve and maintain proper position requires the use of a model of supply chain management in order to fulfill the competitive advantage and expectations of customers. Due to the challenging economic، social and environmental organizations in recent decades has threatened، Customer-oriented approach and focus on the demands of the organization''s strategy and design basis for competitive advantage in organizations is less. In this regard، green supply chain management، new approach to achieve these goals. Green supply chain management، supply chain management is the integration of environmental requirements in all stages of product design، selection and procurement of raw materials، manufacturing، distribution and transport processes، and finally delivered to the customer after consumption، waste management and consumption of energy and resources in order to maximize productivity and improve the overall performance of the supply chain. Therefore، the present study sought to investigate the barriers to green supply chain management practices in the company''s vehicle using DIMATEL. The logistics company for the car was studied. After the conclusion of these obstacles، the second step of the analysis and ranking DIMATEL barriers were causal. ISO 14000، the most important influence on the lack of green supply chain management practices.

The service convenience represents the core values of customer time and energy expended during and after receiving services. The high level of convenience، facilitate customer purchase decision process and helps him by saving the time and effort to better understand the services provided tangible evidence. This paper examines the impact of the service convenience of word of mouth and repurchases intention to MTN''s customers. To collect data of 196 patients were randomly selected. The results of data analysis using structural equation modeling، the relationship between the service convenience with satisfaction، repurchase intention was approved by word of mouth. Perceived service value adjusts the relation between service convenience and customer satisfaction، the impact of trust on word of mouth was not approved.

What more than before in recent decades has found is internationalization of trade and company to the world market. Export is one of the most important ways to enter global market that has a direct role in grow and economic development of the country. Because of by providing fields of earn foreign exchange sources، will be earn for shaping structures، import and increase production. But the turbulence in the world an unprecedented degree of changes has experienced in recent years. Tat strategic flexibility in order to respond to the threats come ahead due to environmental changes and ultimately، the uncertainty has become an important concept. In the present article، following the localization of Cadogan and associates (2012) model that discussing strategic flexibility in the export، was paid to determine the importance of the model criteria by using FANP. To this end of opinions of 12 experts from business collected by using questionnaire and analyze it has taken place via Excel and Matlab software. The findings of the study represent the high priority export experience: the number of years of experience in export activities، the number of countyies، and then requires the administrator to decide، focus on decision-making and small decisions referred index.

Nowadays، customers’ subjective image of products and services is one of the important issue in consumer behavior. Retailers as one of the products’ suppliers is Offering variety of product to their customers. Therefore، trying to attract customers is one of the critical concerns of any retail store. The previous research was demonstrated that customers’ trust and perceived risk effect on relationship between store image and purchase intention. This research was carried out to investigate the influence of store image on purchase intention to emphasis on the moderating role of trust and perceived risk from September to February، 2013. Based on the literature review، considered five store image attribute dimensions، including merchandise، promotion، facilities، service and store atmosphere. Statistical population of this research includes available customers in Yazd refah stores. Required data were collected through questionnaire and analyzed using SPSS and Smart PLS software. In this research was used simple sampling plan، then 250 questionnaires were distributed among the members of the sample and 211 valid questionnaires were returned and analyzed. The findings of the analysis indicate that customers’ trust effect on purchase intention more than perceived risk. Also، store’ Products effect on trust، customers’ perceived risk and their purchase intention more than other store image attribute dimensions.

The aim of this paper was to study the relationship between entrepreneurial marketing mix (purpose، practices، process and people) and organizational learning in Isfahan Gas Company. In this study population is 317 personal of Isfahan Gas Company. Data for this descriptive study was collected from 151 managers and employees of this company. This research is a combination of library and field methods and is a kind of applied research. The main tool of gathering information in this research is questionnaire. For organizational learning used research made questionnaire. For validity of questionnaire، distributed five questionnaire among advisor، consultant and other experts and after reviews comments of each of them، questionnaire was finally corrected after performing their final comments and thereby the validity of the questionnaire was approved. Cronbach’s alpha was used to determine the reliability of questionnaire that value obtained 0. 84 for the organizational learning questionnaire and 0. 9 for the entrepreneurial marketing mix questionnaire، Structural equation modeling is used for analysis of the relations among the factors and after the data analysis with SPSS and AMOS software، main research hypothesis were approved. This mean the entrepreneurial marketing mix have significant and positive relationship with organizational learning in Isfahan Gas Company.

This study sought to identify the nature of the types of psychological contracts between customers and public banks. In this regard، by using the phenomenological approach، data from structured interviews، in-depth individual and with the number of customers، one of the public banks in Yazd province، the purposeful sampling، were collected. For data analysis، coding model، «Colaizzi» was used. The findings suggest that there are three kinds of psychological contract involve the transactional، relational and communal in the mutual commitment customers and the bank. From the perspective of customers in selected state banks، dominance of Psychological contracts in the Iran''s public banks، mostly in the form of relational and then the transactional and communal. Dominance of relational Psychological contracts increased and dominance of transactional Psychological contracts Reduced by increasing of experiences in customer relationships.

price fairnessone of themost important issues inthe field ofpricingand it has great influenceoncustomerbuyingbehavior. However، in Iran and Wordfewresearchershave addressed to this topic. Thisstudy was undertaken aimedto assessment antecedents and consequences of price fairness. Forthispurpose have used conceptual model based on attritional theory. Survey''s data was collected by questionnaire with random sampling. Collected data was analyzed regarding to the Structural Equation Modeling (SEM); in order to do which Lisrel and Spss software was used. Research hypothesis proposed based on past investigations and all of the hypothesiswas confirmed. The result of the data analysis revealed that: emotional response and cognitive attribution influenced directly price fairness but price comparison influenced inversely price farness and It was also revealed that while price fairness directly influenced favorable behavioral intentions (behavioral loyalty and willingness to pay)، it also influenced unfavorable behavioral intentions (e. g. revenge and complaining behavior).

Easy access to information، the ability to quickly compare products and many facilities Internet available for consumers made power of consumer much higher. Compare to regular retailers، Internet retailers often offer lower prices. However، recent studies shows that even the most price-sensitive customers dont purchase from this low price offering online stores. Rather، the value considered as a key driver of consumer decision making in economics and marketing. Therefore it is necessary to identify factors that influence the value of online shopping. This research aimed to study factors affecting consumer values with survey research method and descriptive-causal type investigates population، who has at least once purchased online. To analyze the research data، use studding causal relationship based on the structural equation modeling method by the LISREL and partial least squares method via SMART PLS. The results show that while the system quality has an effect on utilitarian values، information quality has effects on both. Unlike previous studies، service quality and utilitarian values do not affect the hedonic value. In general، utilitarian and hedonic values lead to online consumer's satisfaction and satisfaction improves significantly repurchase intentions. Also، the results indicate the moderating role of Price sensitivity with system and information quality in relation with utilitarian value and moderating role of variety-seeking with system quality and hedonic value.

an important concern of democratic regimes in the political realm، as a consequence researchers explore related factors to this phenomenon to find how they influence the phenomenon. So the purpose of this study is to investigate the effects of factors like advertisements، political party activities، famous endorsers، and political events on political brand personality as a mediator variable which has an impact on public contribution. Statistical sample of this research consists of 386 citizens of Tehran-district 5- which has been selected via simple random sampling for analysis. This article employs Structural Equation Modeling and LISREL V. 8. 54 for the sake of information analysis. The results show that advertisements، political party activities، famous endorsers، and political events have a positive and meaningful influence on political brand personality، also political brand personality has a similar impact on citizen’s political contribution

Companies in the era of quality convergence of products are bound to differentiation. As a differentiating tool، Packaging can be a troubleshooter in this field. One of the ways of differentiation is to consider aesthetic aspect of packaging. According to this fact، current survey has studied the impact of aesthetic aspect of packaging on purchase intention of goods through packaging preference. A sample consisted of 384 customers of the big food stores in Shiraz is selected. To test the validity of researcher made questionnaire، two approaches including face and confirmatory factor analysis and to examine the reliability of questionnaire، alpha cronbach (88/4 percent) approach were used. Findings showed that packaging preference had mediated completely the relationship between the aesthetic aspect of packaging and purchase intention. Other findings indicated that informational aspect of packaging has moderated the relationship between the aesthetic aspect of packaging and purchase intention. On the other hand، some variables such as price، quality and brand of food products have moderated the relationship between packaging preference and purchase intention.

Present study tries to determine the optimal model for establishment and performance of Electronic banking services regarding to increasing of customers satisfaction at Iran banking system. The most important Data & inputs are opinions and request customers، therefore in present study is used Interval Logic (special form of Fuzzy Logic) in order to enter ambiguities & uncertainty in the verbal Data resulted from customers opinions. Therefore techniques combination of Interval AHP and Interval VIKOR are used in this study. The results indicate that current model of E-banking services don''t satisfy requests and opinions of the customers. Thus investment proposed model for development of ATM، Telephone banking، Electronic Cards، Internet banking، Point of Sale (POS)، Mobile banking are 21/32%، 9/72%، 26/96%، 18/18%، 15/36% and 8/46% respectively.

Advance in information and communication technologies، in the light of the evolution of computer science has led to dramatic changes in the business world. Organizations to appropriate design and implement need to be aware of the barriers to the adoption of e-commerce. Given that، the National Iranian Gas Company has always tried to follow the best path to provide these services، the use of e-commerce is one of the strategies considered by this company، therefore، explanation and evaluation the status of e-commerce websites has been the main objective of this study. Research method is descriptive survey، and the statistical population is experts of the National Iranian Gas Company which is 18،100 people. Number of samples using Morgan table was determined 400 persons which for them questionnaires were distributed، and 365 questionnaires were collected. The validity of the questionnaire was confirmed by experts'' comments in four stages. Index number GFI = 0. 98، as a measure of validity more than 0. 90 was achieved. The reliability by Cronbach''s alpha coefficient 0. 79 was confirmed. Using Software EXCEL and SPSS، the data collected were analyzed to test the hypothesis. A structural equation test result (confirmatory factor analysis) has shown that e-commerce websites of the National Iranian Gas Company is explained using variables such as: 1- Site layout 2-Site survey، 3-the reliability and 4-web content. So، necessary environmental and foreign infrastructures related to issues such as legal infrastructure، infrastructure of readiness and ability of partners and an appropriate competitive environment must exist.

This study aimed to investigate the relationship between customer’s satisfaction، loyalty and intention to switch family restaurant’s brand by considering the modifying impact of customer’s variety seeking and purchase decision involvement. With this regard، statistical population consisted of family restaurants customers in Isfahan، municipality 3، from which 380 people were considered using simple random sampling. This was an applicable research in terms of its purpose، and a descriptive-survey research in terms of its methodology. Data were collected through questionnaires as well as library resources. Validity and reliability of the questionnaire were confirmed through content validity and Cronbach alpha coefficient (0. 876)، respectively. Having used some statistical tests like structural equation and Z-test through SPSS and Lisrel software، hypotheses were examined. The result indicated a significant effect of customer’s satisfaction on his/her loyalty and intention to switch family restaurant’s brand. Furthermore، customer’s variety seeking orientation had a significant effect on the relationship between his/her loyalty and intention to switch brand. Besides this، customer’s involvement in purchase intention had a significant effect on the relationship between his/her satisfaction and loyalty in family restaurants. On the other hand، the results indicated that customer’s variety seeking did not have any significant effect not only on the relationship between his/her satisfaction and loyalty، but also on the relationship between his/her satisfaction and intention to switch family restaurant’s brand. Ultimately، customer’s involvement in purchase intention did not have any significant effect not only on the relationship between his/her loyalty and intention to switch family restaurant’s brand، but also on the relationship between his/her satisfaction and intention to switch family restaurant’s brand.