مجله مدیریت بازاریابی
پیاپی 43 (تابستان 1398)

In recent years, with the advent of private banks, the competition for attracting and retaining customers in the banking industry has become more complex. Customer expectations go beyond banks and if one sees his interest in moving resources from one bank to another he will not hesitate. The purpose of this study is to determine the role of personal values in creating loyalty in agricultural bank customers. In this study, data collected from 400 clients of Agricultural Bank in Tehran, after confirmatory factor analysis, were analyzed using structural equation modeling. The findings showed that the personal values of the clients of the Agricultural Bank could not explain their loyalty in different steps. On the other hand, it was found that the cognitive loyalty of Keshavarzi Bank customers with a regression coefficient of 0.80 had a positive and significant effect on emotional loyalty, and emotional loyalty with a regression coefficient of 0.38 had a positive and significant effect on behavioral loyalty.

Today, in order to survive and achieve more success, organizations need to take advantage of these strategies to improve their competitive advantage. However, they have insufficient understanding of how to use this asset to improve market performance and, ultimately, have no competitive advantage. Research The present paper seeks to investigate the effect of market orientation on innovation strategies at Tehran Bourn Company. The research method is descriptive survey. The statistical population of this research includes all personnel and experts in Tehran Bourn Company. The sample size was determined using Cochran's formula of 174 people and the method of sampling was simple random. The research data were collected using library and field method and the tools used in the questionnaire. The reliability of the questionnaires was confirmed by Cronbach's alpha (0.866) and the validity of the tool was confirmed by content method. Data were analyzed using statistical software, descriptive and inferential statistics using SPSS and PLS software’s. The results of this research indicate that the impact of customer orientation and competitiveness on exploratory innovation has been positive. Moreover, the results show that the client Orbital and competing have a positive and significant impact on gradual innovation.

One of the main directions of development of modern banking and profitability for banks to measure customer lifetime value is considered. Since these customers core services and the importance of customers in this industry as a finance major role in the development of new services and profitable plays since the model lifetime value of the customer based brand equity and indicators of banking attention In this study, researchers have presented the brand equity model of Refah Bank with emphasis on the mediating role of brand equity between perceived value and customer lifetime value. In this regard, the statistical population is targeted at specific customers of Refah Bank and the sample size is 382 based on Cochran formula. Data were collected by questionnaire and descriptive statistics using SPSS software and testing of research hypotheses and model presented by structural equations using partial least squares method (pls software). Results from customer data show that the Z-Value of the Sobel test was 20/68, because of the greater than 1.96 at 95% confidence level, the mediating variable effect. Brand equity values were corroborated by the relationship between perceived value and customer lifetime value and the mediating role of brand equity.

Today, building strong brands has been a marketing priority for many organizations because of the great advantages. Strong brands for a company create an identity in the marketplace. Brand equity has many benefits for companies and manufacturers. Today, brands in sports are widely considered. The aim of present study was to design a Special Value Brand Model for Peykan Volleyball Team in Tehran.

This was a descriptive-correlational study and in terms of data collection was field with structural equation approach. The statistical population of the study consisted of all spectators (1800) who were present at the indoor gym of Tehran Peykan Volleyball House in the 96-97 season to watch the Peykan volleyball team match. According to Morgan table, 317 spectators were selected using available sampling method. Akr’s (1991) questionnaire containing 29 items was used for data collection. The face and content validity of the research instrument was confirmed by 15 sports manager professors in the field of marketing management. Cronbach's alpha (0.983) and combined reliability (0.985) were used to assess the reliability of the questionnaire and confirmatory factor analysis using PLS software was used to test the research model.

The fitting of the measurement model showed the appropriate fitting of the research model. Also, the relationship between brand equity dimensions of Tehran Paykan team with T_ values criterion was shown to be positive and significant. Also in the overall fit of the model, Goodness of Fit criterion was used. The obtained value was 0.463, indicating appropriate fit of the overall model.

The purpose of this paper was to develop a model of effective inter-organizational factors for attracting sponsors in championship sport in North Khorasan province. The statistical population consisted of all sports heads, sponsors managers, athletes and coaches, managers of sports organizations with 150 individuals who were selected as sample and completed a five-point Liker questionnaire using qualitative analysis results. They came and answered. Its face and content validity by experts and the reliability of the qualitative data by Delphi method and the reliability of quantitative data in a baseline study among 30 sport managers and sponsors using Cronbach's alpha. Descriptive and inferential statistics were used for data analysis using SPSS 23 and SPSS 3 software. Results were analyzed in two parts: structural model and model utility. The results were analyzed in two parts: structural model and model utility. The findings of the study showed that the experimental data collected in this study support the existing theoretical model and the relevant factors were able to predict a good percentage of the main variable behavior. Investigation of factor path coefficient showed that management factor with beta coefficient of 0.358 and information system factor with beta coefficient of 0.126 had the highest and least importance respectively in predicting main variable behavior or attracting sponsors in championship sport. Overall, it is recommended to use theoretical research model to attract sponsors in provincial championship sport.

Despite the various violations of athletes, researchers paid a few attentions to the negative effects of these violations on consumer’s responses. The main purpose of this research was to present a model for measuring the level of consumer’s moral emotions in facing with doping scandal by endorser celebrity athletes.
The present research was conducted by an exploratory mixed methodology. Logical induction was utilized for analyzing qualitative data collected from 18 interviews (9 men and 9 women), in addition, 224 sport sciences students of Iranian universities filled out the quantitative questionnaires to run confirmatory factor analysis (CFA) of the measuring model.
The results from CFA and its goodness and badness indexes revealed standard amount of the indexes. Moreover, results showed that the extent of Average Variance Extracted (AVE) for contempt, anger and disgust was higher than 0.5 which revealed Convergent Validity of the named variables. Additionally, the extent of Average Variance Extracted (AVE) for all variables was bigger than the square of their pairwise relationships which also revealed Discriminant Validity. All variables reliabilities were higher than 0.7 which indicated Composite Reliability.

In today's competitive world, customer satisfaction and customer retention are very important. For this reason, different models have been designed to measure customer satisfaction, since every industry has its own needs, Customer satisfaction models need to be localized according to the needs of each sector and industry. In this study, the Factors Affecting on Customer Satisfaction in Meli and Eghtesad Novin Banks have been identified and with using the Kano model, these factors are divided into three categories: Basic Quality, Performance Quality and Excitement Quality. The study population consisted the customers of Meli and Eghtesad Novin Banks and the sample size for each bank was 384 that was selected by Simple random Methodology. The reliability of the questionnaire was calculated through Cronbach's alpha equal to 0.942 for the Meli Bank and 0.875 for the Eghtesad Novin Bank. The results showed that from the viewpoint of the clients of both banks, the low commission rate and the cost of doing banking services are Basic requirements, Appearance adornment and Branch Welfare Facilities, Having branches to serve outside office hours and Expansion of electronic banking services are Performance requirements. Also, uniform staff coverage has been identified as one of the Excitement requirements and Customers are indifferent to offer specific services to specific customers. Based on the results of the research for Eghtesad Novin Bank clients, Timely accountability of Head and staff of the bank as well as Customer protection policies were a Performance requirement, Bank loan terms Such as how to pay, interest rate, time of payment, etc. were identified as Basic needs and they were indifferent to the profits of investment deposits. Whereas For the Meli Bank clients, Timely accountability of Head and staff of the bank was a Basic requirement, the profits of investment deposits was a Performance requirement, Customer protection policies was a Excitement requirement and they were indifferent to the Bank loan terms Such as how to pay, interest rate, time of payment.