مجله مدیریت بازاریابی
پیاپی 29 (زمستان 1394)

The main objective of this research is to find the relationship between corporate social responsibility with dynamic capabilities and competitive advantage of the firm. Strategic corporate social responsibility has a close relationship with resource-based view because it influences intellectual capital as a large part of intangible resources¡ which is valuable¡ rare¡ inimitable and irreplaceable assets of the firms¡ can create sustainable competitive advantage for the firm.
This study is an applied research in terms of aim and is a descriptive¡ survey and correlation research in terms of method¡ using a five-point Likert-type scale¡ was performed on 208 senior managers of Saipa Group’s firms who were selected through Simple Random Sampling. In data analysis¡ inferential statistics topics including structural equation modeling that includes confirmatory factor analysis and path analysis were used.
Based on the results of testing research hypothesis¡ that there is a direct relationship between corporate social responsibility¡ intellectual capital and sustainable competitive advantage¡ the main research question was positively answered. Thus¡ it can be deduced that Saipa Group’s firms that form population of this study¡ with CSR implementation were able to effectively manage and enhance their intellectual capital and make themselves differentiate among others.

Nowadays countries with advanced economies are moving toward service industries. In this regard, we could point to the insurance industry, which is operating in various branches throughout the world. On the other hand, the customers’ ability of selection among various companies has led to more competition in the market of this industry. Customers’ satisfaction is also not enough for companies so they are looking for developing the loyalty among their customers. The population is customers of Parsian’s automobile insurance. The theoretical topics collected by means of library and the data was obtained from a questionnaire which was the combination of few standard questionnaires. To analyze the data and investigation of the research’s assumptions, the structural equation modeling embedded in the AMOS software was applied. The results of analyzing data reveal that the presented model is an appropriate model for investigation the influence of ethical sales behavior on customer’s loyalty in insurance company. Results also show that the salesperson’s ethical behavior has an important influence on customers’ satisfaction from salesperson and their trust and commitment to the seller. Also the results show that ethical sales behavior indirectly affects on trust, satisfaction and loyalty of consumer. In the other word, through improvement of ethical sales behavior, the satisfaction, trust and loyalty of customer to the insurance company would rise.

The purpose of this study was to investigate the relationship between communication, word of mouth customers to purchase local phone is (GLX G5). The study was conducted in Isfahan and the GLX G5 phone. Statistical population, buyer applicants (Buy HTC) is a city and a cluster sampling method was. Given an infinite number of samples, the number of farmers using the table - Morgan totaled 720 people. (Crohn's alpha values ​​Bach, the whole relationship (r) is equal to is0/927). In this context, five hypotheses (word of mouth communication as a primary source - an expert source of information - the similarity with the source of information - Risk used - Psychological Risk) came into existence, all of which were verified hypotheses. Results indicate that word of mouth communication and relationship with customers is one of the main sources for providing information to applicants is to buy the phone. Moreover, the implications of source expertise and information he received similar information, the relationship of this information eclipse occurs. The risks related to product functionality, specialty and psychological risk, the similarity of the source with the receiver of the message are modified.

Present study tries to survey the effect of objective dimensions of electronic payment on using electronic payment systems with mediating role of subjective dimensions of electronic payment in Mellat Bank branches of Sari city. From standpoint of goal, this study is an applied study and from method point of view is a survey – descriptive and cause - reason study. Statistical population is customers of Mellat Bank branches in Sari city which their numbers are infinite. The questionnaires were distributed randomly and relative classified among 395 customers. The data was analyzed using structural equations and Lisrel software. The results indicate that objective dimensions of electronic payment has impact on using electronic payment systems with mediating role of subjective dimensions of electronic payment in branches of Mellat Bank in Sari city. In this regard, all hypothesis were confirmed and finally some recommendations were provided to branches of Mellat Bank in Sari city.

This paper seeks to identify empirically the factors underlying the decision to adopt online banking in Tehran.
Design/methodology/approach: The sample used in this study is based on 385 interactive questionnaires completed by Tehran internet users. Data were analyzed by employing correlation and multiple regression analysis.
Findings: The results showed that perceived usefulness, perceived ease of use, internet experience, trust and use of other banking products positively associated with the intention to use online banking in Tehran.
Research limitations/implications: This study was conducted in Tehran and future research can use this model to study the adoption of online banking in other cities.
Managerial implications: The results allow banks’ decision makers to develop strategies that can increase the adoption of online banking. Banks should improve the security and privacy of the websites, which will increase the trust of users. Banks should also create features which are useful to users, try to make the process of using the services easy for consumers, teach customers how to use the online services and use a package deal, such as an account with online access, debit or credit card and a SMS banking service.
Originality/value: The findings allow the factors that can influence the adoption of online banking in Tehran to be understood. Unlike existing studies based on Technology Acceptance Model (TAM), this study includes internet experience, trust and use of other banking products on top of the existing variables used in TAM. Most studies on adoption of online banking are focused on developed countries. By focusing on Iran, this model can also be applied to other countries which are relatively new to e-commerce and online banking.

The food industry in Iran faces with problem after producing that seems since of using incorrect strategy in the advertisement and marketing fields and also less attention and lack of attention to the values result of valid brand and less attention to the customer view. The scope of integrated marketing communications observed as a new filed. IMC can be defined as adapter strategy of advertisement, personal selling, public relations, direct marketing and another advertisement activities and the aim of it is preparing regularity, stability and maximizing the effect of communication. In this essay tried for familiarity and identification of toolsof integrated marketing communications (IMC) in food industry and choosing the most suitable channel. The made factors of model of integrated marketing communication in the form of mixing mostly has accident, dynamic, vague, incorrect, quality and fuzzy nature. On the base of the subject and the aim that this research followed and since most of managers explained their views in the form of language idioms instead of number amount, the method of fuzzy research among instrument IMC, known as the most suitable method of analysis. The achieved results in this results indicated that among tools IMC , the advertisement has the highest location among another IMC tools in food industry and in classification of options among media advertisement channels , advertisement channels such as radio, TV among channels of improving selling match performance, offering gifts among channels of direct marketing with catalog and among public relations channels of various events, considered as the most communication tools in the food industry.

The purpose of this research is studying of the Islamic Azad University students’ attitudes toward online shopping in Tehran based on developing technology acceptance model and determining the effect of gender on it.
We choose 385 people from Tehran Islamic Azad universities such as Science and Research Branch, Central Tehran Branch and South Tehran Branch, as statistical population with Simple randomized method. Data gathering was via a questionnaire that its validity was confirmed and its durability was checked by Cornbrash’s Alpha. This study from purpose is applied and from aspect of information is a survey research. The test of hypothesis is done with the SPSS software.
Findings: Results shows that usefulness, ease of use and enjoyment have effects on attitudes towards online shopping and ease of use has effect on usefulness also variable of gender moderates the relationships between usefulness and attitudes, ease of use and attitudes toward online shopping. The moderating effect of gender on relationships between enjoyment and attitudes toward online shopping has been not supported.
Research limitation: Other factors might have been identified and added to the conceptual framework. The timeframe of data collection was very specific. The large sample size and its apparent representativeness encourage confident generalization of the findings. Managerial Implications: marketers now have clear evidence that perceived consumer ease of use, usefulness, enjoyment and effect of gender on it are important factors that affecting consumer attitudes, and should plan their intelligence gathering and campaign strategy accordingly.