فصلنامه تحقیقات بازاریابی نوین
سال یازدهم شماره 3 (پیاپی 42، پاییز 1400)

the of this publication was marked by the identify and prioritize of the factors affecting in the staff of the Cultural, Handicrafts and Tourism of the Lorestan.This is combined in the domain of method and deductive - inductive in terms of type of type. which is a applied in the of of purpose and descriptive - survey in the terms of nature and method. The statistical of the study is the employees of the Heritage, the Handicrafts and the selected Organization, who has, as well, using the method - based method based on the principle of theoretical. In the present present present, then using a combination of quantitative and qualitative methods, first using the qualitative data from exploratory texts, the factors of the study social and conducting exploratory were; Then, by extracting the factors, these, evaluated and studied. This collection data was part of the qualitative and in the quantitative, part of the questionnaire and in the quantitative were by using the relative content and Koohn test and the content and reliability of the retest. Qualitative Data were by Atlas software and coding method and quantitative Data were by fuzzy Delphi.In the first stage, in the first stage, a set of machines, a set of factors,The show showed that the emergence of the services process to the people was a sign up of the sales process.

The purpose of this study is to "design and test the marketing model of banking services based on the data method of the systematic foundation in Bank Saderat Iran, which relies on a new paradigmatic model of banking services based on preferences affecting customers. In this research, the exploratory mixed method has been used. First, with the help of the systematic data quality method, the quality model of banking services has been extracted, then the method and structural equations, the model has been tested. In the banking services of Bank Saderat field, twenty-two components were obtained: improving the structure of the bank in terms of banking services, more presence and stabilization in the market, internal marketing realization, marketing strategies style, service method, management structure, management Human resources, market orientation (customer orientation and competitiveness), value creation for the customer, customer and community relations, branding and branding, physical facilities, process improvement, customer orientation, customer information management, electronic services, staff, advertising, pricing, Product/service, distribution. In this model, the main and central category is creating value for the customer in banking. Price, distribution, advertising, and staff are causal factors. Customer orientation, processes, information management, customers, and process electronification are the underlying factors. Physical facilities, brand, branding, and bank communications are intervening factors. Improving management structures, improving marketing strategies, market orientation, human resource management, and improving service delivery are the model strategies, and finally, more established presence in the market, improving the bank structure and the internal marketing realization is the consequences of the model.

Investigating the intellectual and conceptual structure of customer enables scholars to not only recognizes the dominant intellectual framework on this topic but to anticipate current and future research trends. To obtain this, present study as a quantitative review seeks to show evolution of customer experience by using bibliometric analysis and visualization software. This research analyzed 1414 retrieved papers extracted from Scopus database till end of May 2021, employing VOS Viewer for mapping and illustrating relationships. Findings implicate increasing growth of researches especially since 2014. Number of papers with 174 and citations with 7004 reached the highest point in 2020. As the first step, the study presented the most productive authors, Journals, Universities and Countries. Then, used Co citation analysis to explain intellectual structure and underlying theories in customer experience as result 6 clusters were indentified. Keywords Co occurrence analysis conducted explaining the evolution of customer experience and recent trends in this field. Findings also indicate that in customer experience and it’s studies, the perspective towards it shifted from company centric to the customer centric and also from dyadic relationship shifted to the inclusion of all sides and stakeholders to co create the experience.

Impulse buying is one of the significant behaviors of consumers that can occur under the influence of motivating factors and stimuli, and identifying the areas and occurrence of this behavior play an important role in defining and implementing marketing programs. The messages based on market scarcity seem to be one of these factors. The purpose of this study is to investigate and analyze the effect of commodity scarcity messages on consumers' online impulse buying intention instantly with respect to the moderating effect of product involvement and consumer product knowledge. So, this applied research has been done experimentally and scenario design. For this purpose, based on the description of the messages in three levels and for two selected products with different levels of involvement and consumer knowledge, six scenarios were designed, and research variables were measured in the form of presenting a scenario to the participants. The research data were collected in a statistical sample of 194 people who were selected from the statistical population of students of Shahid Beheshti University by the non-randomized method. Finally, the research hypotheses were analyzed by analysis of variance (ANOVA). The findings indicate the significant effect of scarcity messages content on consumers' online impulse buying intentions. However, scarcity messages based on a limited supply of goods are more effective than supply time constraints. Also, product involvement and consumer knowledge have moderated these relationships, so that this effect is more in consumers with low product involvement and low knowledge about the product than others.

Customer forgiveness is an important strategy for service companies to improve and recover services. The purpose of this study is to explain the effect of justice and empathy on the forgiving behavior of the consumer by considering the moderating role of the relationship with the Seller. The present study is applied in terms of purpose and descriptive-survey in terms of nature and method and is cross-sectional. The population of this study is Internet taxi customers who were selected using Cochran's formula, 187 people. The data collection tool is a questionnaire that is distributed in person. In this study, content validity and Convergent construct validity and divergent validity were measured and the reliability was obtained by calculating Cronbach's alpha factor coefficients and combined reliability. Spss25 and Smart Pls2.0 software were used for data analysis. The results show that justice and empathy have a positive and significant effect on consumer forgiveness and consumer forgiveness has a positive and significant effect on forgiving behavior and the period of relationship with the Seller is able to moderate the impact of consumer forgiveness on forgiving behavior. By creating empathy and justice, the consumer can be forgiven. If the company provides inappropriate services, the customer can see forgiving behaviors. Justice and empathy in customer relationships and the duration of customer relationships are important factors in consumer forgiveness behaviors.If companies apply empathy and justice in their relationships with Seller, if they also rendered inappropriate services, the consumer forgives them instead of taking revenge and displays forgiving behaviors.

The main purpose of this study is to investigate the impact of HRM policies on marketing strategies and organization performance for marketing managers of SMEs. This study is applied in terms of research purpose and is a survey in terms of method. The statistical population of the study is consisted of service and manufacturing SMEs active in Shiraz industrial estates (368 companies). By available sampling method, 188 companies were selected as the research sample. In order to assess the variables of the study, a questionnaire was used. In addition to the construct and content validation of the questionnaire, Cronbach’s alpha reliability coefficient was found to be 85.2 percent. The collected data were analyzed using statistical software packages SPSS 25 and LISREL 8.80. The research results indicated that HRM policies had a positive and significant effect on marketing strategies and organization performance. Also, marketing strategies had a positive and significant effect on organization performance. Furthermore, marketing strategies had a positive and significant mediating role in the relationship between HRM policies and organization performance. The main contribution of this research is to facilitate a better understanding of how HRM policies affect the performance of the organization by considering the role of marketing strategy in the context of SMEs. The findings of this study not only expand the theoretical knowledge in this field but can also be effective for managers of SMEs.

The role of religion as an introduction to understanding risk and moral power when buying sensitive products such as smuggled goods has been overlooked in domestic research. Therefore, this study was conducted to demonstrate how to understand the risk and moral power and the impact of consumer religiosity when buying smuggled products. . Therefore, the research is applied in terms of purpose and descriptive and survey type in terms of how to collect information.

To test the conceptual model, interest structures were proposed using an online survey for the respondent’s panel. The research sample consisted of 439 people who had at least once a history of purchasing smuggled goods who were selected by available sampling. Finally, the research hypotheses were tested using structural equation modeling.

The results of research hypotheses show that the intrinsic and external social religiosity of the consumer has a significant relationship with social risk and their perceived psychological risk. While the external religiosity of the consumer has nothing to do with these two categories. The results also show that religiosity (intrinsic, social, external, personal) has a direct effect on the moral courage and moral ownership of the consumer, while it has no effect on moral efficiency. In addition, it was found that the consumer feels more social risk and psychological risk when buying smuggled goods prohibited than buying legal smuggled goods.

The present study aims to provide a conceptual model of personalized advertising. This qualitative research used Sandelowski and Barroso's seven-stage meta-synthesis methods. The research population consisted of all the related sources with personalized advertising including 2210 published sources from scientific databases in 1380-1399 solar years and 2000 and 2021 AD. Then, considering the degree of relevance to the research topic, the primary sources of the sieve and 42 sources were selected and coded on the concepts extracted from them. In total, 137 concepts were identified, which were categorized into 29 subcategories and 9 main categories. Finally, based on the three-step coding approach of Strauss and Corbin (open, axial, and selective) in the grounded theory, the identified codes were classified into six classes of causal conditions, Core phenomena, contextual conditions, intervening conditions, strategies, and consequences. The results were presented in the form of a conceptual model to better understand the concept of personalized advertising.

In the competitive industry of health services, especially dentistry, ensuring customer satisfaction in the continuity of the economic activity of the office and clinic is vital. On the other hand, due to the inevitability of failure in meeting patients' expectations, the role of failure recovery has become more important than before. In this study, the effect of three types of failure recovery strategies including emotional, cognitive, and behavioral recovery in two failure situations due to dental service and failure due to office/clinic staff investigated. The methodology of the present study was a survey experiment based on a 2 * 3 factorial design with six scenarios and data of 150 patients referred to dental offices and clinics in Tehran by paper-pencil and self report methodology and direct in-person visit. Customer satisfaction measured by the recovery strategy used by the dentist with a 5-point Likert scale questionnaire. General linear modeling procedure employed to evaluate the effects of recovery strategies using STATISTICA 12.5. Results revealed that patient satisfaction after recovery in due to service issues are generally higher failure than failure due to personnel. Patient satisfaction in behavioral and cognitive recovery strategies is similar and both are higher than emotional recovery. Finally, patient satisfaction after recovery in service failure due to using emotional and cognitive recovery strategies in both strategies is higher than staff; but the opposite is true for behavioral recovery strategies.The attitude and response of office and clinic staff are more effective than the patient quality of dentist service.

Rising global warming in recent years has forced governments to pursue environmental or green policies aimed at protecting the environment, and the result of these policies has been indirectly forcing businesses to take on more social responsibility. This research is a survey in terms of applied purpose and in terms of descriptive nature. The statistical population of this study consists of customers of selected restaurants in Tehran hotels. The number of sample members was considered as a quota of 384 according to the researchers and the selection was made from among the members of each class by easy random sampling. The main tool for data collection in this study is the standard questionnaire (Chou et al., 2020) whose validity was confirmed at three levels of content: divergent and convergent. The total reliability of the questionnaires was obtained using Cronbach's alpha test above 0.7. The research hypotheses were tested using SPSS and SMART PLS software. The research findings were presented in two parts: descriptive and inferential. The results showed that the marketing mix and perceived quality have an impact on consumer desire and on the other hand social responsibility and cognitive, emotional, behavioral and perceived quality models have a positive and significant effect on the marketing mix. Meanwhile, social responsibility moderates the effect of cognitive, emotional, and behavioral models on the marketing mix in a negative direction.