نشریه کاوش های مدیریت بازرگانی
پیاپی 13 (بهار و تابستان 1394)

Advertising as the dominant means of communication elements, plays an important role in the success of the organization. The primary objective of this study is to explain young consumer's attitudes toward advertising. In this regard, a conceptual model to evaluate the effect of six independent variables of product information, hedonism, good for the economy, image and social role, the deviation of the values of materialism and consumer attitudes toward advertising is presented. Participants in this study were selected from among university students in Yazd. The results indicate that three of the six hypotheses, are approved. Two variables, deviated from the values and materialism have a negative impact on the attitudes of consumers towards advertising. These results will enable advertising managers to be more sensitive than consumers and to ensure that their campaigns will not adversely affect the performance of the companies they follow. These findings are also encouraging consumers to better understand their role in the purchase of advertising will help.

The purpose of this article is to investigate the relationship between five attitudes of competitive intelligence (warriors, assaults, actives, reactive and sleepers) and competitive advantage in hotels of Shiraz. The research is developmental- practical with quantitative approach and was done by use of Structural Equation Modeling. The society of this research were hotels managers of Shiraz in which by use of classified random sampling, 106 of them completed the questionnaire. The relationship between latent and observable variables was determined by confirmatory factor analysis. The results of model Goodness showed that the managers of Shiraz hotels have “warriors” and”assaults” attitudes. Thus, there is a significance relationship between these two attitudes and “cost reduction” and “differentiation” strategies. The findings can help the hotel managers to move toward competitive advantage by considering the importance of the above mentioned attitudes. other results shows in paper, also we indicate discussion and managerial conclusions for future studies and intereseted researchers.

Nowadays survival of companies and materializing their vision depends on, and is guaranteed by, the company's capability in attraction and maintenance customers. The Corporate image, as a potential effective source, plays an important role in customer's behavior while making halo effect in customer's satisfaction, specially, in the context of maintenance customers and their loyalty. The main goal of this research is to measure service quality by means of the concepts of SERVQUAL and Net Promoter Score (NPS), as well as measurement of the Corporate image from the customer's perspective with the proposed approach. This approach as the innovation of the research is able to size the Corporate image by combining NPS and SERVQUAL. The case study is on passengers in the arrivals for 3 airlines: A,B, C. the result shows the effect of customer's loyalty on the Corporate image based on the proposed model. Among the 3 mentioned airlines, A airline enjoys a better condition.

Complementary to the increasing popularity of the internet and WWW, e-commerce has become a significant global economic force. The online retail stores need to attract more visitors and convert them to customers. To achieve this goal these stores need to be trustworthy for the visitors and customers. This study investigates the factors influencing customers’ trust in online stores. The research design includes both qualitative and quantitative phases. In the qualitative phase, a cognitive map of the factors influencing online trust using Delphi method is developed. The model carries out 78 factors influencing online trust and has 83 links between these factors. In the quantitative phase, the links in the model are weighted using fuzzy analysis method. The findings show that previous purchase experience, perceived risk, related laws and regulations, culture, online payment risks, updated security systems among all the factors in the model have the strongest effect on online trust. The study is significant as it presents a new and indigenous integrative model.

In providing services to public sectors, the service quality factors and the performance of providing organizations are much more crucial as the general public is the major recipient of public services and also the revenue and profit goals are largely changed in this regard.
The literature review led the researcher to use balanced score card (BSC) as a comprehensive model for assessing organizational performance and also to use the SERVQUAL structure for evaluating the service quality. The scores of the service quality and organizational performance were calculated through Analytic Hierarchical Process (AHP) with a fuzzy approach and the relationship between service quality and organizational performance was examined. In this study, five governors of Yazd province were selected for the case study and were eventually ranked based on both service quality and organizational performance. The results revealed that there is a significant relationship between organizational performance and service quality. Also, a significant difference was observed between consumer perspective and provider perspective on both service quality and organizational performance.

The aim of this study is prioritizing the creating factors of competitive advantage in banks according to the resource-based approach indices and also investigating the effects of intangible capitals on the competitive advantage and their final effect on the superior performance of the banks of Sanandaj city. The intangible capitals here include the human, structural, and customer’s capitals and the banks’ superior performance has been investigated using a combination of the financial and non-financial indices. The population of the current research includes all of the bosses and the staff managers of the public and private banks of Sanandaj city using the cluster sampling applying the limited Cochran’s population with distributing 140 questionnaires among the sample members. Data analysis was done using the SPSS 20, AMOS 18 software. The obtained results showed that among the investigated hypotheses only the first one (the positive significant effect of the human capital on creating the sustainable competitive advantage) has been rejected and all the others have been confirmed. Keywords: intangible capitals, competitive advantage, superior performance, banking industry

Banks are secure and suitable places for the maintaining money and investment for people. It is able to open different account for the people and settle their financial relations based on benefit of customers. In other hand banks are able to support different project which is a must for dynamic and permanent economical process. So banks have to tried to absorping the small deposits of people. The purpose of this research is recognizing and ranking the effect factors on the behavior of customers based on Four dimensions and Ten recognized indexes in bank Meli of Iran in Sistan and Baluchestan. The sample society is the head of the branches. The data analyzed by abilities of "super decision" software. The result shows that human factors has most effects on the absorption and financial factors has least effect on so called case respectively.

present study examined the impact of ethnocentrism consumer on attitude towards domestic and foreign products. The sample of 600 students from public universities in Tehran is formed. To collect data, this study used a standard questionnaire, and the relationships among variables were analyzed by SPSS and SmartPLS softwares. The findings suggest that the impact of ethnic affiliation, national identity and nationalism and dogmatism on consumer ethnocentrism was confirmed, but the impact of cultural openness on ethnocentrism consumer was not confirmed. The effect of consumer ethnocentrism on attitude towards domestic and foreign products was confirmed. In addition, the results showed that with increasing economic threat perceived by the people because of the presence of foreign products in the market, the effect of consumer ethnocentrism on attitude toward domestic products increases.

The main purpose of this paper is investigating the effect of service quality on positive behavioral intentions through satisfaction and customer perceived value. The design of this study is descriptive-correlational and the population includes the customers of Samen Al-hojaj finance and credit institution in Mashhad. The calculated sample was 304,selected via simple random sampling method. The initial model was designed following the literature review. As the next step, the model was modified using the experts’ view. The data collection instrument was questionnaire. To test the model, structural equation modeling was used via Amos software. Results showed that service quality has an influence on positive behavioral intentions directly and indirectly through satisfaction and customer perceived value. It should be noted that indirect impact of service quality on positive behavioral intentions is more significant than its direct impact. Additionally, it was found that the qualification index in providing services has the greatest impact on service quality.

The effect of market orientation on business performance has been a popular research topic in recent years. Market orientation is an organizational culture which leads to forming behaviours practically and effectively. These behaviours are essential in creating greater values for consumers. The population of the study consisted of 157 manufacturing firms listed in the Tehran Stock Exchange. The sample included 111 companies who were selected and tested using a convenient sampling method (based on availability). The data collection tool for the market orientation variables was the questionnaire developed by Narver and Slater (1990) with a high content validity and reliability of 89 percent. The data were analyzed using structural equation modeling and LISREL software. The results indicate that market orientation has a positive effect on the business performance of listed companies in Tehran stock exchange.

The aim of the present study is to identify performance indicators so as to evaluate the performance by sustainability balanced scorecard approach (SBSC) at Saipa Diesel Company. SBSC approach as the research method focuses on environmental and social perspectives as important factors in evaluating the performance. In this study, 37 indicators were identified, with the approval of expert organizations. Fuzzy analytic network process, as the method of analysis, was used in calculating weights of dimensions, perspectives, and the indicators. Finally, the organization’s performance was evaluated by considering performance indicator’s weights and their scores. The results indicated that the organization in its internal dimension received the highest rating. However, the desirability criterion was not met in indicators such as sales volume growth, the amount of working capital return rate of customers, market share growth rate, per capita total education, the rate of market development, educational budgets, and recreational programs.

Presenting a Model for measuring Credit Risk of Bank customers using Data Mining Approach Case:Tehran Tejarat Bank CustomersFor managing credit risk, commercial banks use various scoring methodologies to evaluate the financial performance of client firms. In this study a parametric model (Logistic regression) and a nonparametric model (Classification and regression tree) used in order to conduct credit scoring models. These models designed by using 13 financial ratios as independent variables and gathering data from 282 companies and then compared in term of accuracy rate. These models specified the important variables which affect on classification and credit risk. Observed results detected that accuracy rate of nonparametric methods are competitive with parametric methods.or managing credit risk, commercial banks use various scoring methodologies to evaluate the financial performance of client firms. In this study a parametric model (Logistic regression) and a nonparametric model (Classification and regression tree) used in order to conduct credit scoring models. These models designed by using 13 financial ratios as independent variables and gathering data from 282 companies and then compared in term of accuracy rate. These models specified the important variables which affect on classification and credit risk. Observed results detected that accuracy rate of nonparametric methods are competitive with parametric methods.JEL classification: G21, E51