فهرست مطالب

فصلنامه مدیریت بازرگانی
سال دهم شماره 38 (زمستان 1397)

  • تاریخ انتشار: 1397/11/10
  • تعداد عناوین: 11
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  • محمود محمدیان، حامد دهقانان ، بهنام کامرانی ، یاسمن گیاهی صفحات 713-742
    هدف
    بهرهمندی از فرصت بازار در حال رشد تجارت آثار هنری مدرن و معاصر تجسمی ایران، مستلزم داشتن رویکردی درباره هدایت ، هنرمندان در این بازار نوظهور در جهت ماندگاری و تعیین نقش بازاریابی برای بازیگران آن است. از این رو، هدف از نگارش این مقاله ارائه الگوی بازاریابی از دیدگاه نهادی برای بازار هنر ایران است. 94
    روش
    این پژوهش کیفی اکتشافی بر مبنای رویکرد پارادایمی اشتراوس و کوربین در روش نظریهپردازی دادهبنیاد با استفاده از مصاحبه با متخصصان بازاریابی هنر انجام شده است.
    یافته ها
    تحلیل داده های مبین آن است که دنیای نهادی هنر همچون بستری برای بازار هنر و ارزشهای پای های آن، محرک تغییر در نقشهای بازیگران شبکه کسبوکار نهادی هنر است.
    نتیجهگیری
    برهمکنشهای بازیگران شبکه تجارت آثار هنرهای تجسمی به عنوان پدیده محوری، تحت تاثیر شرایط مداخلهگر محیط کلان و شرایط زمینهای همشکلی های نهادی است. این مقوله ها موجب کنش و برهمکنشهای بازاریابی هنر و آمیزه آن، تحقیقات بازاریابی هنر، بخشبندی، هدفگذاری و موضعگیری در بازار هنر میشوند. در نهایت، ارزشهای اقتصادی هنر، فرایند رشد، تایید، ماندگاری و اعتباریابی نهادی هنرمند در بازار هنر از آنها حاصل میشود.
    کلیدواژگان: آمیزه بازاریابی هنر، بازاریابی هنرهای تجسمی ایران، بستر نهادی، الگوی پارادایمی بازاریابی، نظریه داده بنیاد _
  • مهدی خادمی، نجمه گرجی، هانیه فتحی صفحات 743-760
    میتوانند واکنشهای احساسی متفاوتی را در خریداران ایجاد ،
    هدف
    محیطهای خردهفروشی متاثر از فضای فیزیکی و جریان اطلاعات میتواند ارزشهای ادراکی آنها را متاثر کند. از سوی دیگر، خریداران به دلیل ، کنند. آهنگ اطلاعات (درجه ورود اطلاعات) در واحد زمان به ناچار باید زمان بیشتری را در فرایند خرید صرف کنند که میتواند به احساس سردرگمی آنها منجر شود. این پژوهش ، تنوع محصولات به مطالعه تاثیر آهنگ اطلاعات و محیط بر ارزشهای خرید مشتریان در پرتو سردرگمی و گرایشهای انگیزشی آنها پرداخته است. نفر از مشتریان یک فروشگاه زنجیرهای در تهران مطالعه شدند و تحلیل 652 ،
    روش
    در این پژوهش به روش پیمایش و با ابزار پرسشنامه داده ها به کمک مدل معادلات ساختاری و رگرسیون سلسلهمراتبی انجام شده است.
    یافته ها
    یافته ها نشان میدهد محیط فروشگاه و آهنگ اطلاعات از طریق نقش میانجی سردرگمی بر ارزش خرید لذتجویانه و منفعتگرا تاثیر دارد و متغیر گرایش انگیزشی رابطه سردرگمی مشتریان و ارزش خرید منفعتگرا را تعدیل میکند.
    نتیجهگیری
    ارزش خرید سودمندانه تحت تاثیر گرایش خریدارانی که فروشگاه ها را به قصد خرید محصولات مورد نیاز و تفریحی بازدید میکنند، قرار میگیرد؛ اما ارزش خرید لذتجویانه تحت تاثیر خریدارانی که فروشگاه ها را به قصد خرید محصولات مورد نیاز و تفریحی بازدید میکنند، قرار نمیگیرد.
    کلیدواژگان: آهنگ اطلاعات، ارزش خرید، سردرگمی، گرایش انگیزشی، محیط فروشگاه _
  • حمیده فیض آبادی، مهدی زنگانه، سامره شجاعی، هرمز مهرانی صفحات 761-776
    میتواند فروش را افزایش دهد. هدف از اجرای این پژوهش، ،
    هدف
    پخش شدن موسی ی مناس با توجه به ویژگی محصو بررسی تاثیر موسی ی پسزمینه بر قصد خرید مشتریان فروشگاه های زنجیرهای افق کوروش در شهر گرگان از طریق متغیرهای میانجی برانگیختگی، لذ و اعتماد و متغیر تعدیلکننده طب ه محصول است.
    روش
    پژوهش حاضر از نظر هدف، کاربردی است و برحس روش گردآوری داده ها، توصیفی پیمایشی محسوب میشود. با توجه نفر از مشتریان فروشگاه های افق کوروش با روش نمونه گیری در دسترس، پرسشنامه را تکمیل 483 به نامحدود بودن جامعه آماری، Smart وSPSS کردند. برای تجزیه و تحلیل داده های پژوهش از نرمافزارهای استفاده شده است. PLS
    یافته ها
    فرضیه های مطرح شده در پژوهش همگی تایید شدند و تاثیر معنادار موسی ی پسزمینه بر برانگیختگی، تاثیر معنادار برانگیختگی بر لذ خرید، تاثیر معنادار لذ خرید بر اعتماد، اثر معنادار اعتماد بر قصد خرید، تاثیر معنادار لذ خرید بر قصد خرید و به اثبا رسید. ، فرضیه تعدیل شدن اثر برانگیختگی بر لذ خرید توسط طب ه محصول بر درک آنها از محیط موثر بوده و باعث ،
    نتیجهگیری
    این پژوهش نشان داد که موسی ی با تاثیر گذاشتن بر ذهن مصرفکنندگان افزایش فروش میشود.
    کلیدواژگان: اعتماد، برانگیختگی، قصد خرید، لذت موسیقی، پس زمینه
  • سید محمدباقر جعفری، پگاه سادات حبیبی، زهرا محمدی صفحات 777-794
    هدف
    هدف پژوهش حاضر بررسی ابعاد تجارت اجتماعی و تاثیر آن بر اعتماد و شناسایی عوامل تاثیرگذار بر تمایل به مشارکت در تجارت اجتماعی است.
    روش
    این پژوهش از لحاظ هدف کاربردی بهشمار میرود و از لحاظ روش گردآوری داده ها توصیفی پیمایشی، از نوع همبستگی کاربران وبسایت تیوال بودند که ، است. داده های تحقیق به کمک پرسشنامه الکترونیکی جمعآوریشده است. جامعه آماری پژوهش پرسشنامه از بین این کاربران جمعآوری شد. تجزیه و تحلیل داده ها با استفاده از تکنیک مدلیابی معادلات ساختاری در نرم افزار 012 آموس انجام شده است.
    یافته ها
    نتایج نشان میدهد که اعتبار، کیفیت اطلاعات، امنیت تراکنش و ارتباطات که از ابعاد اصلی شکل گرفتن تجارت اجتماعی هستند، بهطور مثبت و معنادار بر اعتماد تاثیرگذارند که این اعتماد خود تحت تاثیر حمایت اجتماعی (حمایت احساسی حمایت اطلاعاتی) و کیفیت وبسایت (کیفیت خدمات کیفیت سیستم) بهدرستی شکل میگیرد و در نهایت اعتماد خود تاثیر مثبت و معناداری بر قصد تجارت اجتماعی و تمایل به مشارکت در آن میگذارد.
    نتیجهگیری
    این پژوهش نشان داد که ویژگی های تجارت اجتماعی بر اعتماد و قصد تجارت اجتماعی تاثیر مثبتی دارد.
    کلیدواژگان: اعتماد، تجارت اجتماعی، تجارت الکترونیکی، حمایت اجتماعی، کیفیت وبسایت _
  • ریحانه بحری نژاد، امیر خانلری، سیدمحمود حسینی صفحات 795-814
    درک کاملی از فرایندهای تاثیرگذار بازاریابی ندارند و این مفهوم را فقط برای ،
    هدف
    اغلب مدیران بازاریابی فعال در حوزه بانکداری و مالی جذب منابع یا توزیع مصارف بانکی بهکار میبرند. در واقع آنها دید جامع و موثری ندارند و شناخت آنها فقط به حوزه خاصی از بازاریابی محدود می شود و پیامد این محدوداندیشی به شکست تلاشهای دپارتمان بازاریابی میانجامد. بنابراین، شناسایی فرایندهای کلیدی بازاریابی در این صنعت میتواند دید مناسبی برای برنامهریزی در این حوزه در اختیار تصمیمگیرندگان قرار دهد. پژوهش حاضر بهدنبال این است که مهمترین فرایندهای بازاریابی بانکی در صنعت بانکداری ایران را ، از طریق مطالعات و نظرسنجی از خبرگان دانشگاهی و صنعت بانکداری شناسایی و رتبهبندی کند. خبره صنعت بانکداری و دانشگاه درباره میزان اهمیت هر یک از فرایندهای 72
    روش
    در این پژوهش برای شناسایی فرایندهای بازاریابی، از شناسایی شده از طریق پرسشنامه نظرسنجی به عمل آمد. این خبرگان به روش نمونه گیری غیرتصادفی و بر اساس ویژگی های فردی و تخصصی انتخاب شدند. نظرهای جمعآوری شده با استفاده از روش آنتروپی شانون رتبهبندی شدند. تبلیغات و ارتباطات یکپارچه ،
    یافته ها
    بر اساس تحلیلهای صورت گرفته، مدیریت سبد محصولات بانکی، مدیریت ارتباط با مشتری بازاریابی بانکی، قیمتگذاری و فروش محصولات و خدمات بانکی، مدیریت کانالهای توزیع خدمات بانکی، تحلیل بازار بانک و تحقیقات مهمترین فرایندهای بازاریابی بانکی شناسایی شدند. ، بازاریابی بانکی ،
    نتیجهگیری
    با توجه به نتایج این پژوهش و مشخص شدن مهمترین فرایندهای بازاریابی در صنعت بانکی بر اساس نظر خبرگان بانکی تصمیمگیرندگان این حوزه میتوانند در سنجش، ارزیابی و هدفگذاری فعالیتهای بازاریابی، به این فرایندها بر اساس اهمیت و اولویت آنها توجه کنند.
    کلیدواژگان: فرایندهای بازاریابی، آنتروپی شانون، صنعت بانکداری
  • یاساناله پوراشرف، زینب طولابی، سیمین نصرالهی وسطی* صفحات 815-834
    هدف

    هدف از اجرای این پژوهش، بررسی نقش تبلیغات کلامی در شکلگیری ادراک گردشگران از مقصدهای گردشگری مذهبی است. مدل مفهومی پژوهش بر اساس مطالعات پیشین در داخل و خارج از کشور طراحی شده است. انجامAMOS

    روش

    داده ها از طریق پرسشنامه جمعآوری شدند و آزمون آنها با استفاده از مدلسازی معادلات ساختاری در نرم افزار 54 گرفت. جامعه آماری پژوهش شامل کلیه ساکنان دو شهرستان خرمآباد و ایلام است که از میان آنها نفر از طریق روش نمونه گیری 0 در دسترس برای نمونه انتخاب شدند.

    یافته ها

    بر مبنای نتایج تجزیه و تحلیل مسیر مشخص شد که تبلیغات کلامی بر نگرش اعتقادی، تداعی ذهنی، تصویر ذهنی، آگاهی از مقصد گردشگری مذهبی و قصد سفر تاثیرگذار است. به علاوه، نگرش اعتقادی، تداعی ذهنی، تصویر ذهنی و آگاهی از مقصد گردشگری مذهبی بر قصد سفر تاثیر مثبت و معناداری میگذارد.

    نتیجهگیری

    تبلیغات کلامی نقش مهمی در شکلگیری ادراک و نگرش گردشگران نسبت به مقصدهای گردشگری داشته و تصمیم سفر آنها را تحت تاثیر قرار میدهد. ترغیب گردشگران به صحبت درباره ویژگی های مثبت مقصدهای گردشگری میتواند زمینه توسعه مقصدها را فراهم آورد.

    کلیدواژگان: تبلیغات کلامی، نگرش اعتقادی، تصویر ذهنی، ادراک گردشگر، گردشگری مذهبی
  • مونا جامیپور ، محمد عصاریان، حمیدرضا یزدانی صفحات 835-854
    هدف
    هدف این مقاله بررسی نقش میانجی مدیریت دانش در رابطه استراتژی کسبوکار و عملکرد سازمانی در شرکتهای حوزه فناوری اطلاعات است. برای رسیدن به این هدف، محدودیتهایی وجود دارد که بهمنظور فائق آمدن بر آنها، در این مقاله از رویکرد رویکرد کارت امتیازی متوازن برای سنجش عملکرد سازمانی و در نهایت از طبقهبندی سازوکارهای ، مقایسهای برای سنجش استراتژی فنی و غیرفنی برای سنجش سازوکارهای مدیریت دانش که تا کنون در ادبیات موضوع از آن استفاده نشده، بهره برده شده است.
    روش
    روش پژوهش از نظر هدف در دسته پژوهشهای کاربردی قرار میگیرد و از نظر گردآوری داده ها توصیفی تحلیلی است. جامعه آماری پژوهش را شرکتهای فعال در حوزه فناوری اطلاعات تشکیل دادهاند. ابزار جمعآوری اطلاعات پرسشنامه است که با پرسشنامه بازگشت داده شد. برای ارزیابی مدل مفهومی 181 پرسشنامه توزیع و در نهایت 052 روش نمونه گیری تصادفی ساده پژوهش، از رویکرد تحلیل معادلات ساختاری استفاده شده است.
    یافته ها
    گرایش استراتژیک سازمان هم بهطور مستقیم بر عملکرد سازمانی تاثیر دارد و هم بهطور غیر مستقیم و از طریق متغیر میانجی سازوکارهای مدیریت دانش بر عملکرد سازمانی تاثیر میگذارد.
    نتیجهگیری
    گرایش استراتژیک یکی از عوامل مهم تاثیرگذار بر عملکرد سازمانی است که نقش میانجی مدیریت دانش در این رابطه نوآوری های تئوریکی به همراه دارد و به مدیران در درک ، نیز تایید شد. نتایج پژوهش در حوزه مباحث استراتژیک و مدیریت دانش چگونگی تاثیرگذاری هر یک از ابعاد گرایش استراتژیک بر ابعاد عملکرد در عصر دانش کمک میکند.
    کلیدواژگان: گرایش استراتژیک، سازوکار مدیریت دانش
  • غلامرضا جندقی، یاسر سیف صفحات 855-870
    هدف
    در این پژوهش مشتریان یکی از شرکتهای خدماتدهنده تلفن همراه خوشهبندی شده اند. داده هایی که از این مشتریان جمعآوری شده است، شامل سه بخش اطلاعاتی است: بخش اول شاخصهای انتخاب شده برای اجرای تحلیل خوشهبندی است؛ بخش دوم شامل اطلاعاتی درباره میزان مصرف مشتریان یاد شده از انواع سرویسهای قابل ارائه می شود و بخش سوم اطلاعات سایر سرویسهای تلفن همراه است.
    روش
    این تحقیق از نظر هدف در دسته پژوهشهای کاربردی قرار میگیرد و از نوع تحقیقات توصیفی پیمایشی است. پس از اجرای خوشهبندی فازی و بررسی معیارهای کارایی، دو خوشه مناسب تشخیص داده شد؛ در خوشه اول که اغلب خانم هستند مشتریانی با ثبات شغلی کمتر و وفاداری کمتر به شرکت قرار دارند و در خوشه دوم که اغلب مرد هستند، مشتریانی با درآمد بالاتر، ، درآمد پایینتر ثبات شغلی بیشتر و وفاداری بیشتر قرار گرفتند.
    یافته ها
    نتایج پژوهش نشان داد در مجموع استفاده از خدمات تلفن راه دور برای شرکت بیشترین و شبکه بیسیم کمترین میزان درآمدزایی را داشته است و سازمان برای ارائه استراتژی های بازاریابی توجه چندانی به آن ندارد. خدمات جانبی پیجینگ و پست صوتی داشتن چند خط همزمان و انتقال مکالمه، کمترین درخواست مشتریان است. ، بیشترین درخواست و انتظار مکالمه
    نتیجهگیری
    نتایج این پژوهش در بخشبندی بازار تلفن همراه و تعیین استراتژی مناسب برای هر بخش بهمنظور توسعه بازاریابی مستقیم بسیار مفید است.
    کلیدواژگان: :خوشهبندی فازی، معیارهای کارایی، خدمات تلفن همراه، بخشبندی بازار، بازاریابی مستقیم
  • حسین صفری ، طلیعه طیبی *، احسان خانمحمدی صفحات 871-888
    هدف
    نقشه استراتژی تصریح کننده فرضیات استراتژی است. نقشه استراتژی به سازمان کمک میکند که استراتژی خود را به شکلی منسجم، یکپارچه و سیستماتیک نشان دهد. هدف این پژوهش ارائه روشی نظام مند به منظور ترسیم نقشه استراتژیک و رتبه بندی اهداف موجود در نقشه می باشد.
    روش
    در این پژوهش به منظور ساختار دهی و رتبه بندی اهداف راهبردی با استفاده از روش نگاشت شناختی فازی ساختار اهداف BORDA استخراج و با روش - اهداف رتبهبندی و میزان تاثیرپذیری و تاثیرگذاری آنها استخراج می شوند. OWA تعیین شده و با استفاده از آزمون آماری به تایید خبرگان FCM
    یافته ها
    ارتباطات میان اهداف نقشه استراتژی با استفاده از روش سازمان رسیدند و براساس روابط مورد تایید نقشه استراتژی سازمان تدوین شد. در مرحله دوم پژوهش، درنهایت با استفاده از روش رتبه بندی اهداف استراتژیک با در نظر گفتن نظر تجمیعی مدیران و ریسک پذیری های مختلف آنها ارائه شد. Borda-OWA
    نتیجهگیری
    نتایج این پژوهش نشان داد که رشد درآمد سودآور و بهبود بهرهوری فروش از منظر مالی جز کلیدی ترین و تاثیرپذیرترین اهداف هستند.
    کلیدواژگان: BORDAاهداف راهبردی، نقشه راهبردی، تکنیک تصمیمگیری چند شاخصه، نگاشتشناختی فازی، روش -OWA
  • علیرضا ایرانی، علی اکبر فرهنگی، سپیده ایرانی صفحات 889-904
    هدف
    بین صنایع خدماتی، صنعت گردشگری جزء آن دسته از محصولاتی است که به دلیل ماهیت درآمدزایی، از جایگاه ویژهای در بازارهای جهانی برخوردار است. استراتژی همآفرینی با تاثیرگذاری بر تولید خدمات گردشگری مطابق با ایده مشتریان، شرکتها را به سوی تولید محصولات رقابتی نوآورانه و گردشگرها را به سوی خرید بسته های جذاب هدایت میکند. پژوهشهای پیشین بهطور عمده از عواملی استفاده کردهاند که بر مبنای انواع مشارکتهای همآفرینی تبیین نشدهاند.
    روش
    در مقاله پیشرو و در قالب پژوهش بنیادی، انواع مشارکتهای همآفرینانه در بازار گردشگری با روش گراندد تئوری مطالعه شده است.
    یافته ها
    پرسشهای نیمهساختار یافتهای، برگرفته از ترکیب دو الگوی اصلی همآفرینی و مطابق با پرسش پژوهش، مطرح شد و مصاحبه های عمیقی با دو گروه گردشگران و خبرگان در دو منطقه گردشگری جهان انجام گرفت. پاسخدهنده ها از طریق نمونه گیری غیرتصادفی تئوریک انتخاب شدند و روی مصاحبه ها کدگذاری و تحلیل انجام شد. ،
    نتیجهگیری
    نتایج نشان داد دو نوع مشارکت آشکار و پنهان وجود دارد که با هدف به اشتراکگذاری و آفرینش تجربه ها و دانش مشارکت مصرفکنندگان را در فعالیتهای همآفرینی تسهیل میکنند.
    کلیدواژگان: بهاشتراکگذاری، تجربه، گردشگری، مشارکت، هم آفرینی
  • محمدصادق قربانیان گزافرودی، فاطمه سعیدی راد، بهرام خیری، منصوره علیقلی صفحات 905-921
    هدف
    امروزه با تغییر تفکر بازاریابی از مبادلات معاملهمحور به روابط بلندمدت، اهمیت موضوع اخلاق در بازاریابی بیش از پیش افزایش یافته است؛ از این رو بررسی عواملی که میتوانند بر شکلگیری ادراک مصرفکنندگان از بازاریابی غیراخلاقی موثر باشند، در کانون توجه بازاریابان و محققان قرار گرفته است. پژوهش حاضر در همین رابطه و با هدف بررسی تاثیر فلسفه های اخلاقی (آرمانگرایی، خودگرایی و مادیگرایی) مصرفکنندگان بر بازاریابی غیراخلاقی درک شده آنها در حوزه محصول، قیمت، توزیع و ترویج اجرا شده است.
    روش
    روش پژوهش حاضر، توصیفی پیمایشی بوده و ابزار گردآوری داده ها، پرسشنامه است. جامعه آماری آن، دانشجویان دانشکده نفر از دانشجویان می شود که به روش تصادفی طبقهای 573مدیریت دانشگاه آزاد اسلامی، واحد تهران مرکز هستند و نمونه آماری شامل استفاده شده است. Amos و SPSS انتخاب شده اند. برای تجزیه و تحلیل داده ها از نرمافزارهای
    یافته ها
    نتایج حکایت از آن دارد که خودگرایی و مادیگرایی مصرفکنندگان بر بازاریابی غیراخلاقی درک شده آنها در حوزه محصول، قیمت، توزیع و ترویج تاثیر مثبت دارند؛ اما آرمانگرایی بر بازاریابی غیراخلاقی درک شده تاثیری نمیگذارد. برای ایجاد و حفظ روابط بلندمدت با مصرفکنندگان و نقش فلسفه های ،
    نتیجهگیری
    به دلیل اهمیت موضوع اخلاق در بازاریابی اخلاقی در پیشبینی ادراک و پاسخ مصرفکنندگان در موقعیتهای اخلاقی، شرکتها باید نسبت به تاثیر این فلسفه های اخلاقی بر ادراک مصرفکنندگان از میزان اخلاقی بودن فعالیتهای بازاریابی خود حساسیت بیشتری داشته و در انتخاب استراتژی های بازاریابی در حوزه محصول، قیمت، توزیع و ترویج، وضعیت این فلسفه های اخلاقی را در بازار هدف خود مد نظر قرار دهند.
    کلیدواژگان: خودگرایی، فلسفه های اخلاقی، آرمانگرایی، بازاریابی غیراخلاقی درک شده، مادی گرایی
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  • Mahmoud Mohammadian, Hamed Dehghanan, Behnam Kamrani, Yasaman Giyahi Pages 713-742
    Objective Art business takes place in an institutional context and is highly reliant on the cultural, political, and social content of a society. Because of a variety of reasons such as the profitability of art industry in foreign market, low academic marketing knowledge, the opposing ideas to art economy according to its players, the high rate of graduate students in art disciplines and the number of art universities in Iran compared to the middle east, and finally limited and practical attention to art marketing in the world; it is necessary to conduct such a research. The present study aims to identify which marketing model can be used if we consider art business (markets, modern and contemporary art auctions) in an institutional and value-oriented approach.

    Methodology This study is fundamental in nature and is considered as a qualitative-exploratory research. This grounded-theory based research was conducted in 2017. Artists, art university professors, art researchers, media, art auctions, brokers, private institutions, investors, art collectors, art galleries, art exhibitors, art museums, art experts, art managers and policy makers, publishers, insurers, talent managers were among the participants of this study. The data were collected using deep semi-structured interviews. A sample size of 49 was interviewed for this purpose.


    Findings The main issue in this research was the participants' concerns. Some factors such as centrality, relevance, repetition, time needed for saturation are all applied to consider an issue as the main concern of a study. Since art marketing and related activities players was the main theme of the interviews, other issues and even other trivial matters were in line accordingly. While coding, the issues of "art institutional business network players and their important roles" were considered as the main theme of the paradigm modeling and the other issues were theoretically linked to it. Based on the evaluation and assessments, secondary issues of "art market", "art world nature", "art institutions", "art world basic values", "Iran art market and its characteristics" and "institutional context of art world and artistic experiences" were identified as causal conditions.

    Conclusion An artist is meaningful and can live forever in the minds of people based on 6 general tendencies. These tendencies are inter-related and each plays its own role in certain stages. Therefore, "art market", "art world nature", "art institutions", "art world basic values", "Iran art market and its characteristics" and "institutional context of art world and artistic experiences" are among those causal factors that can affect the players in art institutional business and the major roles they play in that area. Main roles played by "art institutional business network members" which are the major roles they play in this market along with the relationships among them can shape the art market and marketing issues. "Macro Environments, whether economic, social-cultural or politicalgeopolitical", are considered as intervening conditions that can positively or negatively affect the players in art institutional business network and the roles they play. The players in art institutional business network and the roles they play can be affected by "compulsory, imitation, and normative similarities and also artistic norms" as contextual and specific conditions. The relationships among "visual arts marketing”, "blended visual arts marketing", "art market studies", "classification, planning and positioning", and "improvement and optimization strategies" affect art market, artists’ prolong fame, and the value of his art. The application of the proposed strategies will result in the formation of "art market related values" and also "enhancement, approval, durability, and institutional validation" in intervening and contextual conditions
    Keywords: Arts Marketing Mix, Visual Arts Marketing in Iran, Institutional Context, Paradigm Model of Marketing, Grounded Theory
  • Mehdi Khademi *, Hanieh Fathi Pages 743-760
    Objective A great number of customers spend much more time than expected on shopping because of a lot of reasons like variety in products. Thus, they may feel confused and disappointed. Such confusion can influence purchasing procedure and determine purchasing behavior. Such customers fail to purchase wisely and may face difficulty choosing appropriate and reasonable products. However, if the information rate is high in a shopping center environment, it may add to the confusion among customers because it goes beyond their cognitive capacity. Therefore, it is important to identify affecting factors on such confusion in order to be able to reduce it. The present study aims at finding out how information rate in a market can affect customers’ purchasing value considering different motivational tendencies.

    Methodology This is a practical research in nature and exploratory regarding data collection procedure which is done using a questionnaire. The statistical population includes all the customers of a specific chain store in Tehran. A sample size of 300 customers was selected and from among 330 questionnaires distributed among those customers only 256 were responded correctly. Structural equation modeling and hierarchical regression were conducted via EXCEL, SPSS and LISREL to analyze the data.

    Findings The findings showed that there is an acceptable correlation between the store environment and the customers’ confusion and also there is an acceptable correlation between customers’ confusion in retail stores and joyful purchasing value. However, there is an unacceptable correlation between customers’ confusion in retail stores and profitable purchasing value. Moreover, there is an acceptable correlation between the
    information rate and the customers’ confusion and also there is an acceptable correlation between customers’ confusion in retail stores and joyful purchasing value. But, there is an unacceptable correlation between customers’ confusion in retail stores and profitable purchasing value.

    Conclusion Store environmental factors (music, color, odor, light and brightness), design factors (interior design and layout), and social factors (social connection between customers and employees) through creating confusion, anxiety and incompetence among customers had significant effects on joyful purchasing value. It can be concluded that store environment can be effective on profitable purchasing value through creating confusing customers in retail stores. Besides, purchasing environments can create emotional reactions in customers which are affective on shopping behavior and its consequences. At the end, functional motivational tendency can moderate the relationship between customers’ confusion and profitable purchasing value.
    Keywords: Information rate, Customer confusion, Confusion motivation intensity, Motivational orientation, Store environment
  • Hamideh Faizabadi, Mahdi Zanganeh *, Samereh Shojaee, Hormoz Mehrani Pages 761-776
    Objective Most of the experts in marketing consider the market (store) environment as an effective factor to attract customers which is used as a strategy to create a pleasant purchasing experience for the customers and influence the consumers’ behavior. Nowadays, hypermarkets pay more attention to the custormers’ comfort while purchasing and try to use a variety of strategies, nice background music or good smell in the market, to make the customers stay longer in there. Intention to buy can be affected by many factors like background music, stimulation and joy, trust and the products level. Music refers to the ability to conbey feeling through sounds that can help relies your feeling or thoughts and to show your inner characteristic. Hence, playing music can help keep the customer in the market for longer which may be effective in their purchasing intention. The main goal of the present study is to evaluate the role of background music on the customers’ intention to buy considering the intervening variables like stimulation, joy, trust and the determining variable of products level.

    Methodology This is a practical study in nature and is considered as a causal descriptive survey. The statistical population includes all customers of the 5 branches of Ofogh Kourosh Hypermarkets in Gorgan during the first four month in 2017. According to Cochran formula, a sample size of 420 were selected and 384 questionnaire were collected at the end. SPSS and structural equation modeling (SEM) through Smart PLS were run to analyze the data. Findings The findings of the study showed that background music positively affects customers’ stimulation. Besides, such stimulation influences the customers’ purchasing joy. The joy positively affects the formation of trust among the customers. The joy and the trust can both have a positive role in the customers’ intention to buy. Finally, product level keeps a balance on the purchasing joy among the customers.

    Conclusion Music distinguished features have remarkable effects on people’s feelings and perceptions. Happy music can help create a joyful marketing environment for the customers. Low tempo music can convey mild thoughts and feeling to the customers, while high tempo music raises their excitement. Such stimulation can lead to a more pleasant purchasing experience. An appropriate marketing environment will increase the joy of the customers. New and simple designs can help customers enjoy the products more and can lead to a bigger trust. The trust helps customers make easier decisions while purchasing. The intention to buy can be estimated through perceptions and norms of a society. Joy and trust can lead to the intention to buy. A desirable environment may increase the customers’ joy which can result in a bigger customer population in future through word of mouth advertisement. Interesting and joyful products will create good feeling among the customers leading to an intention to buy. If you can stimulate purchasing joyful products, the customers will play around the environment which may result in the purchasing of unnecessary products. However, if the customers try to purchase based on the benefits and their needs, they consider the cost-benefit of the products and may lead to an economical purchasing after all
    Keywords: Arousal, Background music, Pleasure, Purchase intention, Trust.
  • Seyed Mohammad Bagher Jafari *, Pegah Sadat Habibi, Zahra Mohammadi Doorbash Pages 777-794
    Objective Social business is a sub-category of electronic business that seeks social, innovative and cooperative approaches within online markets and also uses social media to attract social partnership and cooperation of such network users to support online purchasing and services. Trust is considered as an effective factor leading to successful social business. Because of the growing popularity and application of social business and the significant role it plays in online business, it is important to investigate the key factors of customers’ trust and affecting factors on customers’ intention for social business. Therefore, this study aims to respond to such a question through developing a research model to assess some key structures of social business which can have positive effects on trust among the customers. Evaluation of affective factors on such trust can help us obtain a model regarding customers’ intention for social business.

    Methodology The present study is practical in nature and is considered as a descriptive-exploratory correlation study. The data were collected through library (secondary) research approaches and internet-based resources were used as the literature and theoretical foundations. The required data for tests and analysis of the hypotheses were collected through questionnaires. The statistical population of the present study includes TIWALL website users and those who are familiar with such a business model. Randomly, 210 questionnaires were correctly responded and collected through social media and structural equation modeling was used to test the hypotheses and analyze the data.



    Findings Based on the results of the study, reliability, the quality of the information, safety, connections, social support, and website quality have a positive effect on forming trust and consequently on willingness to cooperate in social business; while size, economic possibility, and verbal advertisement references have no positive effect on forming trust and willingness to cooperate in social business. Finally, trust has a positive effect on willingness to cooperate in social business.

    Conclusion Reliability results in trust and such trust can increase the willingness to participate in social business and ensures the success of a social business. For the users of TIWALL website, the size of social business is not of high importance, so it has no effect on trust for the social business website. The quality of the information available on the website attracts and keeps the audience, draw their trust and creats willingness to purchase and cooperate within such business. Ensuring the users about the safety of the transaction and confidentiality of the information on websites creates trust among users and encourages them toward a risk-free and beneficial partnership. Connections can lead to trust because users will be informed that some of their friends or the people they know are involved in this business, too. Therefore, they are willing to share their ideas and suggestions and take part in social business. Because the prices are reasonable on TIWALL website, this factor cannot play a significant role in creating the emotional and internal issue of trust. TIWALL website is a sales representative providing cultural products suah as theater tickets which concerns only a specific population. Such people consider themselves as stylists, so they are hardly influenced by other people and their ideas. Social support is one of the major aspects in formation of social business and directly affects on trust and encourages people to cooperate in such a business. The quality of the website, whether technically or aesthetically-driven, is of high importance. Website quality including the quality of system and services is the key in formation of a social business. Lack of trust in making decision for online shopping makes the purchasing procedure a challenge because of the risk the customer is about to take buying things which are not touchable and observable. Therefore, online shopping requires a minimum level of trust.
    Keywords: Trust, Social commerce, E-commerce, Social support, Website quality
  • Reihaneh Bahrinejad , Amir Khanlari *, Seyed Mahmoud Hosseini Pages 795-814
    Objectives The recent shift, from merely traditional approach providing only financial services to the new trend implying banks can be considered as business partners meeting their whole financial needs and creating a win-win relationship, in customers’ opinion towards banks has made banks try to apply banking marketing strategies to help attract more customers and respond to their needs. Hence, it is necessary for executive directors in banking industry and more specifically marketing managers to provide a comprehensive and practical definition of all the aspects of the banking and monetary marketing. They should also be able to act in line with marketing maturity level – the most optimum scenario helping banks seek their objectives and be accounted as pioneers in this field -. Therefore, this study aims at identifying Iran banking marketing processes and evaluating their importance in Iran financial industry in order to identify and prioritize the activities based on each maturity level.

    Methodology This descriptive study is practical in nature and cross-sectional exploratory in terms of data collection. A questionnaire was used to collect data from 27 experts and academicians in banking industry. The sample was selected based on non-random purposeful sampling. Shannon entropy approach was applied to classify and rank the processes.

    Findings The results of Shannon algorithm showed that banking services management (0.1433), customer service management, advertisement and banking marketing integrated
    communications (0.1224), pricing and providing banking products and services (0.1042), banking services distribution channels (0.0953), Banking marketing analysis and studies (0.0899) are among the most important banking marketing processes which approves the mixed nature of banking marketing.

    Conclusions Banks can classify and constantly evaluate their products based on their profit margin (spread). They can also apply regular and explicit strategies to remove some products or introduce new products and monitor their products based on their life cycle. Banks are also asked to put their maximum effort on prolonging their products maturity period. In so doing, there is a clear relationship between the products/services policies and organizational strategies and services beyond the customers’ expectations and their competitors’ performance, covering their objectives and marketing strategies. Aiming at managing relationships with the customer, banks can plan to identify marketing processes and develop a list of their key customers as an important process in marketing. In addition, banks can promote their technical knowledge of the products and use advertisement to increase their products sale and provide services to the customers through better sale management in line with bank strategies regarding customer classification. Pertinent to pricing of the products and services, banks should always consider the possibility of discounts for their elite customers such as golden and key customers. To do so, the banks should evaluate the pricing system of their competitors in order to present a clear list of their expenses and prices and finally to reflect on pricing and profitability as the basis to ensure their financial profitability objectives and their instance worldwide. Considering the size, objectives, structure and values of the existing sale channels can help banks manage their banking services sales. Banks can also work on appropriate estimations; specifying selling methods based on their customers and identifying the customers’ decision-making strategies in order to affect their purchasing behaviors; modeling the pioneers in banking industry, constant investigation of the customers’ purchasing behaviors and the sale team. They can also highlight increasing their employees’ knowledge and capabilities to promote their share of the market and profitability. It is recommended that banks determine the key features of the distributing channels, size, structure, and values as well as to determine some specific distributing products for special customers, model strategies in the distributing channels based on their opponents
    Keywords: Marketing processes, Shannon's entropy method, Banking industry
  • Yasanolah Pourashraf, Zeinab Tolabi, Simin Nasrolahi Vosta Pages 815-834

    Objective Successful development of tourism in many tourism destinations around the world depends on how to manage tourists’ perceptions by marketing managers and tourism planners. Thus, any information source about the tourists is of high importance that can be used to affect their beliefs towards the religious destinations. Therefore, it is important to identify the formation of such perceptions of a destination and the affecting factors, esficifically word of mouth (WOM) advertisement, in order to develop religious tourism industry and plan for appropriate related marketing. The aim of this study is to identify whether tourists’ perception of religious destinations can play an intervening role in the effect of WOM advertisement on tourists intention for a destination.

    Methodology The present study is practical in nature and is considered a descriptive-exploratory research. The statistical population includes the residents of Ilam and KhoramAbad cities. The sample size was determined based on Krejcie and Morgan’s range of participants. So a sample of 450 available residents was selected. Descriptive and inferential data analyses were conducted. Then, factor analysis was run and structural equation modeling was used to test the hypotheses.

    Findings The findings showed that WOM advertisement had a positive effect on tourists’ mental image of reigous destination which is in line with the effect of religious leaders’ WOM advertisement on tourists’ perception i.e. WOM helps create an image of more abstract and intangible characteristics of a destination such as the atmosphere or the friendliness
    of people for tourists. WOM was proved effective on tourists’ awareness of the religious destinations. In fact, face-to-face interactions, WOM advertisement builds a database for tourists and affects his/her beliefs about the characteristics of the tourism destinations. It was also shown that WOM can help visualize the religious destination in the mind of the tourists. The more the desirable information about the destination, it makes it easier and quick for tourists to choose that destination among other tourism options. WOM was also influential on tourists’ intention of visiting a religious destination. In addition, the mental image of the religious destination affects tourists’ intention of such trips. If tourists have a more psychologically desirable perception of the destination in mind and if they are more informed about the intangible (the quality of hotels or restaurants and hospitality of the people) and tangible (transfer, the quantity of hotels and restaurants) features of a destination, they would have a more desirable image of the destination in mind.

    Conclusion Positive beliefs and excitements in the minds of tourists can result in the selection of that destination by the tourist. Moreover, awareness of a religious tourism destination affects the tourists’ intention of travel. This can prove the positive relationship between brand awareness and the purchasing intention of the customers which means the more desirable the awareness of the destination, the easier for tourists to give priority to that destination. Finally, the mental image of a religious destination affects the intention of travel to that destination which is in line with the fact that there is a significantly positive relationship between brand image and customers’ purchasing intention.

    Keywords: Word of mouth, Destination brand, Travel intention, Tourists perceptions, Religious tourism
  • Mona Jami pour, Mohammad Assarian, Hamid Reza Yazdani Pages 835-854
    Objective Today competitive condition and quick changes adds to the importance of the need to analyze the companies’ performance in order to reach to higher positions as compared to the opponents’ performance. The present study mainly aims to investigate the role of business strategic tendency in organizational performance considering the intervening role of knowledge management. The researcher seek to evaluate 1) the relationship between strategic tendency and balanced point card; 2) the relationship between strategic tendency and knowledge management mechanisms; 3) knowledge management mechanisms and organizational performance; and 4) the intervening role of knowledge management mechanisms in the relationship between strategies and performance. Such a wholestic investigation has not been applied in the literature before. Methodology The present study is descriptive-analytic in nature and quantitative-practical in purpose. The data were analyzed based on structural educational modeling. The statistical population of the present study includes all active companies in the supreme informatics. A sample of 250 principals, managers, and directors in the field of information technology were randomly selected. At the end, 181 questionnaires were correctly filled and used for further analysis.

    Findings The obtained coefficient for all the tendencies and aspects pertinent to the relationship between organizational strategic tendency and knowledge management is higher than 0.3 which indicated there is a relationship between the two variables. However, regarding risk taking, all the coefficients are negative which shows an opposing relationship
    between the two variables. The coefficient pertinent to the relationship between tendency and different aspects of performance are almost all fewer than 0.3 which indicates an insignificant relationship between the two. Knowledge management has proved to have a strong relationship with aspects of performance. It should be said that knowledge management acts as an intervening variable between tendency and performance.

    Conclusion The results approved the effect of organizational strategic tendency on performance; so, the companies should enhance their strategic tendency in order to improve their performance and make organizational decisions and put them into action based on the business strategies. This may also help improve knowledge management in an organization. Moreover, the companies can exploit knowledge management mechanisms in order to improve their performance (hypothesis 3). Finally, it is recommended that organizations should first improve their analytical tendencies, background and future expectation so as to improve their knowledge along with application of knowledge management mechanisms
    Keywords: Business strategy, Balanced score card, Mechanisms of knowledge management, Organizational performance, Strategic orientation.
  • Gholamreza Jandaghi, Yaser Seif * Pages 855-870
    Objective There is a general tendency toward direct marketing these days. Therefore, instead of designing advertisement and marketing strategies for all the customers in the market, it is recommended to classify the customers based on clustering techniques and then design specific strategies accordingly. This will reduce marketing and advertisement expenses, increase sale department efficiently, build closer and quicker relationships with different customers and etc. There are a variety of clustering methods. Provided that clustering means classifying customers in different groups with maximum similarities within the groups and maximum difference among the groups, it may not be appropriate to apply such a rule in clustering customers (people) due to their nature. Hence, fuzzy clustering technique seems more appropriate for customers because there are no absolute borders considered among different groups just as the market suggests. This study, then, aims to emphasize on this concept in order to apply fuzzy clustering on market.

    Methodology This practical research is descriptive-exploratory in nature of data collection. The statistical population includes all the customers of a mobile company, but due to availability issues only a part of their customers would be involved in the present study. A questionnaire including 6 questions was distributed among those customers and only 760 were correctly responded. Finally, EXCEL and S-PLUS were used to analyze the data. Findings The data in this study include three different parts of information. The first part includes some indexes selected for analysis of the clustering. Second part concerns with the customers service usage such as distant phone calls, free calls and wireless services. The third part refers to other mobile services provided for each customer. This part is
    presented in a binary fashion deciding whether a customer has received a specific service or not. Such services include activating more than one mobile line at the moment, using voicemail, paging, internet and other services. This algorithm was used to conduct fuzzy clustering in the present study. Following applying fuzzy clustering, only 2 clusters were judged appropriate for such data. The first cluster includes customers with lower income, job stability and lower loyalty to the mobile company, while the second cluster includes customers with higher income, higher job stability and more loyalty to the mobile company. The customers in the first cluster used services like free calls, wireless networks and pay phones. On the other hand, the customer in the second cluster mainly used services like distant calls and rarely used wireless services. In general, we can claim that paging services were the highest requested and then there are voicemail services, internet, and e-pay services respectively. The two clusters reported to have a similar tendency in using services such as voicemail, multi-lines, conferencing; yet, they were different in services like paging, internet, call forwarding (diverting), call waiting and epay services. At the end, mobile companies can set marketing strategies based on such findings.

    Conclusion It is suggested that mobile companies focus on general advertisements and distant call services, but only a little focus on wireless services. They can also put more thought on services like paging, voicemail, internet and e-pay services respectively. It is also recommended that, for female customers (mostly within the first cluster), the companies should focus on pay phone services, distant calls, and free calls as well as voicemail and internet. On the other hand, for male customer with higher job stability, it is suggested to focus the most on distant call services and provision of special discounts with this regard, but the least on wireless and pay phone services. Besides, voicemail services, paging, call waiting, call forwarding and e-pay services should be the mobile company’s priority for male customers.
    Keywords: Direct marketing, Fuzzy clustering, Performance measures, Mobile services, Market segmentation.
  • Hossein Safari , Talieh Tayebi *, Ehsan Khanmohammadi Pages 871-888
    Objective Long-term strategic planning is necessary if an organization intends to go beyond its customers’ expectations and remain competitive. A balanced scorecard is considered as a mere scorecard without a strategic plan. Therefore, it will only report the important measures not a clear understanding of leading the whole organization towards success. Strategic planning as the rationale behind balanced scorecards can clarify the strategies in an organization, but it cannot show an optimal path towards success in that organization. Balanced scorecard system has tried to obviate such problem through strategic orientations, yet it has never provided a specific approach to determine success in an organization. It is also noteworthy that strategic planning helps managers create a comprehensive image of the strategies, but it does not consider the effectiveness of the relationships and the classification of those relationships. Therefore, the present study aims at proposing a systematic approach in order to draw a strategic plan and to rank the practical objectives of such plans.

    Methodology Alpha company, producing tires and tubes, has been considered as the target company for this research. There are around 600 employees in this company among which around 30 are managers, directors, supervisors or executive managers. Documents, observation, interview and questionnaire are the data collection instrument used in the present study. In the first questionnaire, used in fuzzy cognitive approach, 30 experts will respond to some questions regarding the organization strategic objectives on a scale of 0 to 100. The second questionnaire used in statistical approach, the 30 experts will rate the extracted relationship from 0 to 50 to determine the relationship between the objectives. The third questionnaire, considers the previous data as the input for BORDA-OWA approach, 6 executive directors rate the objectives on a scale of 0 to 100 according to their expertise.

    Findings Based on the proposed methodology, 4 main steps were taken in this study. The extracted strategic objectives through fuzzy cognitive approach were categorized and the key relationships were discovered. The experts were asked to select the key relationships and to evaluate them. The proposed relationships were analyzed based on statistical tests and were all approved except for two relationships. Strategic map was drawn based on the confirmed relationships. Then, executive directors analyzed and ranked the strategic objectives of the plan. Because of the effects of the directors’ personal beliefs, these objectives were ranked differently by the executive directors. The results showed that improvement in the tire profitable income, improvement in tire and tube sale and development of foreign market were ranked highest by the directors. Regarding the effectiveness on strategic objectives, promoting bicycle and tire products, evolution and distinction in after-sale-services and promoting employees’ motivation were ranked the highest respectively. Regarding the effects by the strategic objectives, developing foreign market, increasing tire export rate, increasing product sale and developing national market and agricultural instruments were ranked the highest accordingly.

    Conclusion Based on the results of the study, some promotion projects such as “formation of a market evaluator team”, “formation of a research and development team”, “optimizing production line”, “reviewing the salary and payment system” and “formation of suggestion centers” were proposed to the company managers. The main focus of the managers might be toward developing foreign market and increasing export rate, developing local market and agricultural instruments and improving product sales. In fact, the results indicate that developing local and foreign markets are the most important objectives and there is a strong need to “market evaluation” and “research and development” teams. The proposed methodology offers the managers a comprehensive and accurate idea in order to make decision on the executive priorities within their organization.
    Keywords: Strategic objectives, Strategy map, Multi criteria decision making technique, Fuzzy cognitive map, BORDA-OWA method
  • Ali Reza Irani *, Ali Akbar Farhangi , Mohammad Reza Mehregan, Sepideh Irani Pages 889-904
    Objective There is a growing interest in the customers’ innovation in the realm of tourism studies. In the new global business ecosystem where individuals, organizations, governments and economy work together as an integrated network, we need a new innovation model. The model should be set at a level in which internal, external, cooperative and co-creative ideas can converge to create organizational values and sharing those values. Considering the active participation of the regional opponents in the world tourism industry, there is a need to an efficient multi-faceted model for co creative innovation in order to encourage the use of reasonable strategies in tourism industry in Iran which can lead to the development of tourism. One can lower the risk and decrease the costs of exploiting tourism programs through identifying different partnerships affective in the co-creative process. Hence, the main concern of the present study is to identify the consumers’ cooperation types in co-creative activities and their probable effects on tourism industry. Methodology The present study is a fundamental qualitative research. Grounded theory was used to extract theory out of the data. Deep semi-structured interviews, observation and documentary research were used as data collection procedures. The two groups of tourists and experts were interviewed in Iran and Europe tourism sites. The researchers used library and internet resources suh as books, articles, and case studies to complete the theoretical basis and used interview, asking for tourists and experts’ opinions to determine the desirable criteria. A sample size of 8 individuals was selected through nonrandom theoric sampling. Max QDE software was used to analyze the data and form
    theories while the interviews are all coded (open, pivotal, and selective) and then the subjects were extracted and joined together. Findings The researchers reported two types of partnership for the customers namely, explicit and implicit and two partnership objectives for the tourists. Customers’ partnership in cocreative tourism activities are classified into four categories of: explicit-cocreative, explicit-sharing, implicit-cocreative, and implicit-sharing.

    Conclusion The results showed that tourists can take part in cocreative activities within tourism organizations and companies in four different partnership types. Cocreative partnership characteristic allow customers’ involvement during the production time of the tourism product. The objective of explicit cocreative partnership is to create experiences or knowledge for tourists which includes brainstorming and co-thinking. Comparing the information of the customers among the companies at the same level can lead to creation of explicit ideas. Tourism companies, in explicit sharing, attempt to attract explicit partnership in order to share experiences or knowledge. Therefore, tourists are informed of their involvement in experience or knowledge sharing activities. Such partnership includes interview and sharing of ideas. Tourism companies furtively attract tourists’ partnership in implicit cocreative partnership in order to create experiences or knowledge. Cultural and impalpable programs are some instances of such partnership type. Finally, regarding implicit sharing partnership, we can consider visual programs and sharing activities among the characteristic of such partnership type
    Keywords: Co-Creation, Experience, Participation, Sharing, Tourism
  • Mohammad Sadegh Ghorbanian Gazafroudi , Fatemeh Saeedirad, Bahram Kheiri, Mansoureh Aligholi Pages 905-921
    Objective Some ethically controversial behaviors within the companies have faced today marketing with the hallmarks of lying, deception, exaggeration, fraud, privacy violation and similar accusations. Therefore, creating and maintaining good relationships with the customers on one hand, and drastic lack of studies concerning the customers’ perception of ethical and unethical marketing have made it important to create such perception by studying ethical philosophies as a framework to explain the perception process, decision-making and the customers’ responding to ethical situation. The present research investigates the effect of ethical philosophies on perceived unethical marketing. In so doing, three ethical philosophies have been analyzed including realism – as the extent of someone’s desire to seek absolute true or false regardless of the conditions and the consequences of their decision-; egoism – provided that ethical standards are only acceptable if the they are approved by the individuals and therefore any ethical analysis is highly reliant on their own personal beliefs-; and materialism – claiming that material properties can be the biggest source of life satisfaction.

    Methodology The present study is descriptive-survey research. The statistical population includes all the students of Management Department of Azad University of Tehran, the Central Branch and, according to Morgan’s table, a sample size of 375 students from among around 10000 were selected based on random stratified sampling. Finally, 400 questionnaires were distributed and 375 were collected. SPSS was run for confirmatory
    factor analysis and AMOS18 was used to conduct structural equation modeling to analyze the relationship between the research constructs. Findings The results showed that customers’ idealism had no effects on their perceived unethical marketing, while egoism had a negative effect on their perceived unethical marketing related to P4. In addition, the more materialistic the customers are, the higher their perceived unethical marketing i.e. the materialistic customers are more sensitive to the ethicality of the activities and behaviors of the company.

    Conclusion Provided that the ethical philosophy of egoism is proved to have no effects on Iranian customers’ perceived ethical marketing, it s noteworthy that there are many ethical philosophies capable of affecting individuals’ ethical judgments and their effectiveness is highly in line with the cultural and social contexts in the society. Considering egoism indexes, one can analyze that the egoistic individuals and societies only care for their own personal benefits and show less sensitivity to observing ethics by the companies. Hence, it is necessary to emphasize more on mixed strategies of marketing and to encourage the individuals to participate in social activities to maximize their personal benefits. The more materialistic people have shown higher sensitivity to the effects of the activities of the companies on their properties; so, they showed higher unethical perceptions because of the threat regarding their loss of their properties. Therefore, in such marketing environment, the companies should provide services to ensure protecting their customers’ properties and the safety of the transactions. In addition, materialistic consumers have an unethical perception of the companies’ marketing because they consider their efforts and behaviors as a means of their own benefits. As a result, the companies should propose the idea that the customers will gain more happiness and satisfaction if the materialistic customers get in touch with that company
    Keywords: Egoism, Ethical philosophies, Idealism, Materialism, Perceived unethical marketing.