مجله مدیریت بازاریابی
پیاپی 38 (بهار 1397)

Nowadays, the term "customer experience" has become one of the commonly used words in business literature, and many companies aim at improving it, gaining competitive advantage over their other competitors. The purpose of this research is to investigate the factors affecting the management of customer experience in banking services. The research method used in this research is quantitative. The technique used to collect data was fieldwork and tools used for data collection by a researcher-made questionnaire whose validity confirmed by professors and its reliability was obtained using Cranach's alpha of 90%. A sample of customers from Kermanshah Maskan Bank selected and 384 people selected using Cochran's formula for unknown societies. Data analysis done using Spss and Amos software. The results of data analysis indicate that the association of ads with 95% effect on expected factors, brand promises having a 90% effect on expected factors, oral recommendations having an effect of 65% on expected factors, human factors having a 84% effect on perceptual factors, factors The structure has a 68% impact on perceptual factors, physical factors have an impact of 97% on perceptual factors, support has a 42% effect on care factors, problem solving has a 37% effect on care factors, customer care has a 39% impact on care factors, factors Expectancy has a 43% impact on customer experience management, perceptual factors having a 51% impact on management Customer experience and ultimately care factors have a 38% impact on customer experience management.

The present study is aimed to evaluate the impact of website quality, customer emotion and E- satisfaction on E- loyalty. This study is an applied study based on purpose and it is a survey-descriptive in terms of data collection. The study population was Students of Bushehr Province universities with previous experience using online travel website. By convenience sampling, 367 customers were selected. The relationship between those constructs were tested using structural equations modeling by the partial least squares SMARTPLS software. The results showed that the quality of website, customer emotion and customer satisfaction Impact on E-loyalty and there was positive and significant relationship between variables. The results of this study contribute to academic and managerial fields. Academically, the findings add to existing knowledge. The findings help managers of travel companies to improve their travel website usability, by providing useful information, making trust, generating emotion and attractiveness.

This study aimed to investigate the role of quality cross-functional communication and social opportunities as factors affecting the exchange of tacit knowledge and marketing effectiveness. Methods this descriptive correlation studies that were conducted through a survey. The population of this research was sports Sellers. The data collection tool was questionnaire, and the sample of this research was 144 Sellers of Sports products. The collected data is analyzed using SPSS and AMOS software. Results shows that two variables of in trifunctional communication quality, and socialization opportunities has a positive and direct relationship with marketing development and a positive and indirect relationship through the mediating effect of tacit knowledge. This study to show mediate role of the exchange of tacit knowledge in relationship between the quality of cross-functional communication and socialization opportunities with marketing effectiveness theoretically, the body of knowledge adds. Also, in terms of applications the research implied to organization’s sales and marketing director, Strategies to improve marketing effectiveness through increased planning and investment on cross-functional communication and socialization opportunities and thus the exchange of knowledge.

Creating a city brand as an important route to create the competitive advantage of a city or place is transformed into action through which history, quality of place of residence, culture, and ultimately lifestyle are represented. The use of branding is the development of perceptions of urban situations as well as the creation of a central distinction. A better understanding of the brand and suburbs of the city, on the one hand, is the Conditions for attracting capital and tourists, and on the other hand, it promotes citizens' satisfaction and identity to urban life. The present study analyzes the brand value of the Niavaran area based on the Yang brand and Rubik am Asset Valuation Model, which includes four components of differentiation, relevance, knowledge and validity, and the analysis of factors such as location satisfaction and location attachment. The method of the study was survey. In this study, 244 residents of the area were selected as the statistical sample. Analysis of the data after scrolling shows that the brand value of the Niavaran area has a positive effect on the satisfaction of the place of residence and ultimately on the attachment to the place of citizens living in this area.

Networks and social media have become a powerful force in shaping business. Because they have strengthened mouth-to-mouth marketing and quickly become more important in customer purchasing decisions. Marketing through social networks requires the creation, maintenance and promotion of, and, if necessary, termination of communication with customers, so that the goals of both parties involved in the relationship are provided. The purpose of this study was to investigate the effect of social media marketing on the behavior of online banking customers. In terms of purpose, this research is a part of applied research, in terms of the characteristics of the descriptive research component, in terms of data collection as part of survey research and in terms of the method of implementation, is a correlation research. The statistical population of the research is employees and customers of Saderat Bank of Bushehr which 190 employees and 384 of them were selected as Nominee by random sampling method. The data gathering tool in this study is two social media marketing questionnaires and the standard questionnaire of Lemont Online Customer Loyalty Pattern (2006). Validity of the questionnaire was approved by the supervisor and consultant. Cronbach's alpha coefficient was obtained to confirm the reliability of more than 0.7. In order to analyze the hypotheses, the field analysis using the Amos software has been used. The results showed that affective approaches in social media marketing, the effectiveness of activity in social media marketing and competitive dynamics in social media marketing activities have a positive and significant effect on online customer behavior.

The purpose of this research is to investigate the relationship between relationship commitment and conflict resolution with customer satisfaction of sporting goods. The present research is applied in terms of its purpose and is a descriptive-correlative research in terms of its nature. The statistical population consisted of all people who were referred to sporting goods stores to buy them. Sample size was selected based on estimated precautionary measures of 345 people. To collect data, relationship commitment questionnaire and dispute resolution questionnaire (0/76) with commitment reliability coefficient (0/76), conflict resolution (0/84), and residual customer satisfaction (2011) with coefficient of reliability of 0,87 were used. Validity of the questionnaires was confirmed by qualified professors. Data analysis was performed using descriptive statistics and Cronbach's alpha, Kolmogorov Simonov, one-sample t-test, independent t-test, Pearson correlation coefficient, and ANOVA. All analyzes were performed at P <0.05 and P≤0.01, using SPSS software version 22.
The findings showed that there is a positive and significant relationship between relationship commitment and conflict resolution with the satisfaction of sporting goods customers, and the status of relationship commitment and elimination of conflict from the viewpoint of the customers of sporting goods is undesirable. Also, demographic results showed that the satisfaction of individuals over 47 years of age and above the commitment and resolution of conflicts by sellers is lower than other ages.

Given the competitive market in the banking industry, the importance of customer relationship management in the industry is increasing day by day, one of the most important elements of which is active and effective marketing. Therefore, in this research it has been tried to identify and investigate the factors affecting the success of marketing activities, taking into account the application of data mining tools. Those factors that make bank customers more willing to take advantage of long-term deposits in the bank. In fact, the results of this study will help to increase the rate of return on direct marketing in the banking industry, which has been less considered in previous studies. To this end, the data set related to the telemarketing campaign conducted at one of the branches of Tejarat Bank in the period from May 2016 to September 2018. This paper is based on the type of applied research in sight of the objective of the research and from the perspective of the methodology of the research, is a mixed type, i.e., both qualitative and quantitative. The decision variable of this problem is the result of the success or failure of the telephone marketing activity. First, for identifying customers using the K-Means clustering algorithm, data are divided into six clusters. In the next step, C5 and CART decision tree algorithms were used to identify the factors affecting the success of the marketing campaign. As a general conclusion of the implementation of the three mentioned algorithms, it can be said that, in comparison with other variables, the time variable of the conversation with the client has the greatest effect on the decision of the person about the opening of the deposit. It should be noted that since the time period and place of data gathering in this research have been limited, the results of this study are not likely to be generalized to the other banks.

The purpose of this study was to determine the effect of consumer brand identity on brand loyalty through customer satisfaction mediation.

The research method is descriptive-survey with the approach of structural equations. The statistical society of the 15 to 35 year olds is Khorramabad, who used the brands of Apple, Samsung and Huawei. Since the exact volume of the statistical community is not available, based on the Cochran formula for the unrestricted community, a sample of 384 people was selected by cluster sampling. Data collecting tools were Cooper's Brand Identity Questionnaire (2004), Braggart Brand Loyalty Questionnaire (2010) and Algashir et al., Customer Satisfaction Questionnaire (2005). Their validity was based on structural validity and its reliability it was confirmed by Cronbach's alpha and combined reliability. Data were analyzed using SPSS23 and SMART PLS2 software.

The results of structural equations showed that the effect of consumer brand identity on customer satisfaction is positive and the effect of customer satisfaction on brand loyalty of young people is positive. On the other hand, analysis of the role of mediator of customer satisfaction showed that consumer brand identity, in addition to its direct impact on brand loyalty, has indirect bearing on brand loyalty through customer satisfaction. The quality of the final model of research according to the GOF index, which was 0/363, showed that the model has a strong fit. The R2 determination coefficient was 0.28 for customer satisfaction, which was close to strong, and was 0.80 for loyalty to the brand, which is very strong. The value of Sobel test was 7.55, which indicates that the effect of the mediator variable on customer satisfaction in the research model is significant. The results of the research showed that brand identity of consumers and customer satisfaction could affect customer satisfaction.