فهرست مطالب

  • سال شانزدهم شماره 4 (زمستان 1396)
  • بهای روی جلد: 200,000ريال
  • تاریخ انتشار: 1397/01/20
  • تعداد عناوین: 13
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  • Tina Bagheri *, Ali Divandari, Seyed Reza Seyed Javadein Page 13
    Implementing corporate banking by Iranian banks is an expensive and time consuming effort. Also the successful implementation commands wholesome changes in every part of the organization. Apart from that to control the integration of these efforts and to maintain an effective business model, the operational steps in transition from the past business model to the new one must be accompanied by a well designed framework. Thus in this research we seek to introduce a multilayered framework for designing corporate banking business models and we use Interpretive Structural Modeling (ISM) as a tool. As a result every bank will be able to have an optimized corporate banking business model in it’s own unique way, develop a prioritized transition plan and learn the dynamics of each business model element to explore the advantages.
    Keywords: Corporate Banking, Business Model, Interpretive Structural Modeling
  • Ahmad Roosta, Salman Eyvazinezhad, Mohammadreza Blourparsa * Page 31
    Mobile phone market of Iran, market with various and extensive products, yet highly competitive. In such circumstances, creating value for customers in order to maintain and improve the position of their companie's market share is necessary. The purpose of this research mobile phone brands that customers recognize the value system in the face of rational and emotional approach them with the brand. In this study, for orientation emotional brand making customers feel valued brand concept, "emotional value of brand for customers" and to study their logical approach to evaluating "the economic value of the brand in the customers", was evaluated. The results showed differences in the valuation system of customers for foreign and domestic brands; so that valuation system of foreign brands, approach emotional effective of logical approach while the valuation of the domestic mobile phone brands, logical orientation highlighted of emotional orientation customers.
    Keywords: Special Brand Value, Emotional Value of Brand, Economic Value of Brand, Mobile Phone Market
  • Sajjad Shokouhyar *, Alireza Motameni, Somayeh Shabanian Page 51
    Considering high potential of social networks and consequently the growing need of commercial brands for optimized advertising on this virtual environment, while this paper introduces a conceptual model in the form of 11 research hypotheses, it attempts to evaluate the factors affecting the popularity of brands in social networks. This research is applied in terms of purpose, and also descriptive-scrolling in terms of collecting data. In order to collect data, 380 questionnaires were distributed among the users of the fan page of three famous Iranian brands on Instagram. After collecting the questionnaires, SPSS and Amos Graphics software were applied. The first one for analyzing data and the latter for hypothesis tests. The findings suggest that factors such as "entertainment as well as interactive posts", "use of hashtags", "positive comments of users", "use of vivid images and videos", "putting educational materials on brand posts" and finally "Conducting competitions in form of posts " on Instagram could have a positive effects on the popularity of brand posts. In contrast, factors like "negative comments of users" are ineffective on the popularity of brand posts.
    Keywords: Social Networking, Instagram, Fan Pages, Posts
  • Shahram Khalil Nezhad *, Mahsa Ahangari, Mohammad Reza Daneshvar Deylami Page 69
    The main objective of this study was to examine the impact of sales force reputation on customer loyalty and share of wallet in Tehran branches of Iran Insurance Company. Furthermore, the study examines how experiential value added mediates this relationship. The philosophy of the research is positivism, the approach is deductive and the strategy is surveying. Therefore, after reviewing the literature and designing a conceptual model, a questionnaire consisting of 26 questions distributed to a sample of 384 customers of Iran Insurance Company in Tehran using convenience sampling. Face and content validity was verified relying on experts and standard questionnaires, and, construct validity was verified using confirmatory factor analysis. Reliability was approved through Cronbach's alpha, composite reliability, and average variance. Then, the data were analyzed and tested in LISREL using the correlation matrix, structural equation model, and model fitness. Finally, it was found that sales force reputation has an impact on customer loyalty and share of wallet, but if it can boost the experiential value added. Therefore, this organization and similar organizations for increasing customer loyalty and share of wallet, in addition to strengthening sales force reputation, should realize mechanisms to transform this reputation to improved customer experience in terms of economic value, efficiency and excellence of service and enjoyable interactions.
    Keywords: Salesforce Reputation, Customer Share of Wallet, Loyalty, Experiential Value Added
  • Mohsen Akbari *, Mahmood Moradi, Mahsa Farkhondeh, Ismaiel Moemen Page 87
    The purpose of this study is identification of the factors effecting tacit knowledge exchange between sales and marketing departments and its impact on marketing success. This research is conducted in two phases; in which the first phase identifies the effecting factors and the second phase investigates the effect of these factors on tacit knowledge exchange and its impact on marketing success. Statistical population of this study in phase one is a team of ten member experts and in validation and measurement phase is 850 employees of sales and marketing in dairy firms of Guilan, of which 265 members are selected based on Morgan table and categorical method. Results show that interpersonal factors, organizational factors and individual factors affect tacit knowledge exchange between sales and marketing. Also, tacit knowledge exchange between sales and marketing affect innovation, proportional efficiency and proportional effectiveness of marketing programs.
    Keywords: Knowledge Management of Sales, Marketing, Exchange of Tacit Marketing, Sales Knowledge Exchange, Marketing Success, Effectiveness, Efficiency of Marketing
  • Bahareh Osanlou *, Mohsen Ghobehei, Pedram Fazlinejad Page 105
    Employees brand owners are increasingly playing key role in presenting brands to actual and potential customers. Consequently, internal branding has recently been mentioned as an important topic in the markets. This study proposed a framework for assessing a new concept in internal branding context named as internal brand equity. So this research investigates the effect of brand orientation, internal brand commitment, internal brand knowledge and internal brand involvement on internal brand equity and in order to study this subject deeper we modeled the concept of brand orientation constructed from four variables brand orientation as a value, norms and artifacts and behavior of brand orientation using a comprehensive approach. Simple random sampling approach was employed and data were collected through a questionnaire distributed among Mellat Bank employees in Tehran and analyzed by structural equation modeling using Smart PLS. The results of the research showed that brand orientation has a significant and positive effect on internal brand equity through mediator variables internal brand commitment and internal brand knowledge. It also showed that internal brand involvement hasn’t significant effect on internal brand equity.
    Keywords: Internal Brand Equity, Brand Orientation, Internal Brand Commitment, Internal Brand Knowledge, Internal Brand Involvement
  • Ali Sanayei, Fatemeh Shahabi * Page 127
    The purpose of this study is developing a model for branding of tourism destination, based on touch points in the Kish Island.This study is applied research and in terms of methodology is qualitative one. For this reason, first, using content analysis technique, the dimensions and components of tourism destination branding model was identified, and then, by the Delphi technique dimensions, components and congruence between them has been validated. Panel members include experts, academics and practitioners in the field of tourism, and according to the results of the final round of Delphi, the final model of tourist destination branding based on tourism touch points was presented. The results of this study indicate that the dimensions of the tourism destination branding model can be classified in four basic components: destination brand communication, destination brand assets, destination brand performance and destination brand outcomes.
    Keywords: Tourism Destination Brand, Destination Brand Communication, Destination Brand Assets, Destination Brand Performance, Destination Brand Outcomes, Touch Points
  • Negin Ahghar Bazargan *, Hadi Teimouri, Azarnoosh Ansari Page 147
    Given Word-Of-Mouth (WOM) effectiveness and relatively low cost, WOM is among the most important marketing mechanisms for many businesses, which is affected by a large number of internal and external factors. This paper aims to explore how customer personality traits influence willingness to engage in WOM. Personality dimensions are measured using the standard Myers-Briggs Type Indicator while a questionnaire is developed by the authors to examine customer WOM behavior. The statistical population includes buyers of computer accessories. The questionnaire was distributed among 385 randomly selected individuals. However, a total of 329 responses were used for analysis purposes. According to structural equation modeling, the feeling, extraversion, and judging traits affect satisfied customers’ WOM engagement with coefficients of 74%, 41%, and 28% respectively. Contrarily, the sensing trait was found to have no impact on WOM engagement.
    Keywords: Myers-Briggs Type Indicator, Word-of-Mouth, Shopping, Loyalty
  • Morteza Maleki Minbashrazgah *, Omid Afsharizadeh Jafari Page 163
    There is no doubt understanding the concepts constituting the documents related to the firms’ vision, mission, and values, as the key indices leading their orientation, is an important clue in recognizing their orientation towards their customers. In this research, using the new method of TextMining and the clustering technique of K-means, the vision, mission and values of the US and Canada’s best 100 firms (2015 rank) and 24 Iranian food companies have been analyzed. Results show that international organizations use concepts like food, value, customer, product and market, meanwhile, Iranian firms use production, market, health, product and quality, in six clusters in their vision. Results also show that international firms are in line with Iranian firms in some of the cases, yet in several other cases, they are different in their viewpoint in constituting their road plan.
    Keywords: Vision, Organizational Mission, Values, Clustering, TextMining
  • Shahrbanoo Yadollahi, Ali Kazemi *, Bahram Ranjbarian Page 181
    Nowadays, the customer determines the exchange conditions. Therefore, the use of traditional methods of service delivery can’t ensure obtaining the competitive advantage for the service providers. Customer satisfaction is not limited to the time of service delivery but customer experience encountering all parts of the organization plays a crucial role during customer journey. This study aims at developing a customer experience touch point’s model during the customer journey. The data were collected through semi-structured interview using a sequential incident technique with the bank customers. A thematic analysis was applied to identify the dimensions of customer experience touch points. The results revealed five dimensions of customer experience touch points including people, process, communication, technology, physical environment. The most significant dimension in creating customer experience in banking service is recognized as people dimension. The banking managers can carefully review the strengths and weaknesses in their organizations and properly allocate resources to improve the weaknesses and develop the strengths.
    Keywords: Customer Service Experience, Touch Points, Customer Journey, Banking Service, Sequential Incident Technique, Thematic Analysis
  • Amir Khanlari, Mehdi Ameri * Page 199
    As a main component of customer relationship management (CRM), loyalty program has become a tool for managers to create loyalty among customers. Loyalty programs are implemented, to retain profitable customers that are valuable to the company. This investigation is developed to identify customer preferences toward customer clubs rewards and benefits in banking industry in Iran. In this study, we will answer three questions: First, between features of customer clubs rewards, which ones is more important for customer’s decision and inference. Second, financial rewards are more attractive or nonfinancial? Direct rewards are more attractive or indirect benefits? Surprising rewards are more attractive or non-surprising rewards? And last, what is the impact of demographic variables on customer’s inference toward rewards. Questionnaire was used to collect data. To answer the questions, conjoint analysis is used. The population is the client of Parsian Bank in Tehran. Result shows financial, direct and surprising rewards are more attractive than non-financial, indirect and non-surprising rewards. Also, financial/non-financial aspect of rewards is more important than direct/indirect and surprising/non-surprising aspect of rewards.
    Keywords: Loyalty Programs, Customer Clubs, Bank, Conjoint Analysis
  • Reza Esmaeilpour, Arezoo Maghsoudi Shaldehi * Page 215
    The purpose of this paper is to investigate the effect of customer value anticipation and product innovativeness on the customer lifetime value with adjusting advertising strategy variable. Based on this, the present study uses a total of 129 data on Samsung phone buyers in a community of students studying in different management trends collected through a questionnaire to analyze them using structural equations modeling With Smart PLS2 software, the research hypotheses are tested. The results indicate that customer value anticipation through product innovativeness is effective on the value of customer lifespan. Additionally, emotionally, functionally or comfortably, the advertising strategy will be able to modify the relationship between product innovativeness and customer lifetime value.
    Keywords: Customer Lifetime Value, Customer Value Anticipation, Product Innovativeness, Emotional Advertisement Strategy, Functional Advertisement Strategy
  • Mohammad Javada Ghorbani, Abolhasan Faghihih *, Shahriar Azizi Page 239
    The activities of oil, gas and petrochemical industry companies, along with positive economic impacts, have negatively impacted on the environment at the national and local levels, and numerous reports have been published on emissions from these companies, so environmentalists pay more attention to the effects of these companies on have an environment. Although social responsibility was initially synonymous with the environment, experts such as Carroll defined organizations as quadruple economic, legal, ethical and humanitarian responsibilities as dimensions of social responsibility. In this study, by analyzing the content of the strategic goals of the oil, gas and petrochemical industries of Iran, including "vision, mission and core values", the emphasis of these companies on the dimensions of social responsibility has been investigated. To this end, the strategic goals of the 38 companies in the oil, gas and petrochemical industry of Iran were studied. The findings show that the strategic objectives of the companies surveyed amounted to 48.1 percent on economic responsibility, 24.2 percent on legal liability, 19.5 percent on humanitarian liability and 8.2 percent on moral responsibility. In mission statement, vision and core values, the most emphasis was placed on economic responsibility and the least emphasis on moral responsibility was observed.
    Keywords: Corporate Social Responsibility (CSR), Carroll's Model, Content Analysis, Strategic Objectives (Vision, Mission, Core Values)