فصلنامه تحقیقات بازاریابی نوین
سال سیزدهم شماره 2 (پیاپی 49، تابستان 1402)

Today, companies and organizations are aware of the fact that customer retention leads to greater profitability. Increasing competition causes the rate of customer churn to grow. Therefore, studying the features influencing the tendency of customer churn is important. In the present study, a hybrid model based on the data mining approach is presented to analyze the features of churn customers. In the first step, the feature selection node has been used to identify the features with higher importance and remove redundant items. Then, the C5.0 Decision Tree and Bayesian network were used to classify the customers into two groups, turning customers, and non-turning customers. These are data mining techniques and terms that can help in forecasting. Finally, the proposed model has been implemented in the chain store industry as a case study. Key findings indicate that both the decision tree model and the Bayesian network can predict churn customers with different accuracies, the area under the receiver operating curve in the decision tree model is greater than the Bayesian network model and it has better performance. The results indicate the optimal efficiency of the proposed method. In addition, the results show that three features of gender, marital status, and age from the set of demographic characteristics and five factors of average monthly income level, number of purchases per month, the share of online shopping, how to get to know the store, type of market-related to customer transaction records are among the most effective factors.

The main aim of the present study is to identify the antecedent and consequence elements of the concept of brand tribalism and then analyze them using the fuzzy cognitive mapping method. In terms of the purpose and method of gathering the data, the current research is applied and descriptive-survey, and in terms of typology, it is among mixed studies with a qualitative and quantitative approach in the deductive-inductive paradigm. The statistical population of the research is experts familiar with the subject, 25 of whom were selected based on the principle of theoretical adequacy and using the targeted ‎sampling method. In the qualitative part of the research, semi-structured interviews, and in the quantitative part, a questionnaire were used. The validity and reliability of the questionnaire were determined by using the CVR coefficient, the Kappa-Cohen test, retest reliability, and content validity. In the qualitative phase, the qualitative data obtained from the ‎interview using MAXQDA software and the coding method were analyzed.‎ Then, in the quantitative part of the research, using the FCM method, a fuzzy map of brand tribalism was presented and the most important antecedent and consequent factors of brand tribalism were identified. The research findings confirm that brand loyalty, brand promotion, and marketing evangelism are effective factors in brand tribalism. In addition, brand love, brand affiliation, and hedonic value are the most important consequences of brand tribalism.

The purpose of this study is to investigate the intention to reuse the augmented reality application in the fashion clothing industry. This research is applied in terms of purpose and descriptive survey in terms of the method. The statistical population of the research includes all smart mobile users who have used augmented reality technology in the clothing industry at least once. Based on the Morgan table for unlimited communities and using the available non-probability sampling method, 384 people were selected. To carry out the study, a standard questionnaire was used. The partial least squares structural equation model was used to analyze the data. The results showed that telepresence does not have a significant effect on value co-creation, but a positive and significant effect was found between social presence and brand affection. Social presence does not have a significant effect on value co-creation, but it has a positive and significant impact on brand affection. There is a positive and significant relationship between value co-creation and brand affection with the intention to reuse the augmented reality app. Gender moderates the relationship between distance presence and co-creation value and brand affection. Furthermore, gender moderates the relationship between social presence and brand affection. In addition, gender moderates the relationship between brand affection and intention to reuse the augmented reality app. Finally, gender does not moderate the relationship between social presence and value co-creation, and value co-creation with the intention to reuse the augmented reality app. The present research contributes to the information system and consumer behavior literature. In addition, intention to the reuse augmented reality app by consumers is a key challenge in gaining a competitive advantage in the contemporary market.

The present study aimed to investigate the changes in brain wave power of runners in response to different brands of non-alcoholic beer using the electroencephalography method from the perspective of neuromarketing. This research is applied in terms of purpose and has been done experimentally. For this purpose, the brain wave activity of 14 volunteers in the forehead, forehead, and recessive regions was recorded and analyzed by electroencephalography. Dependent t-tests and analysis of variance were used to analyze the data. The findings showed that there was no significant difference in theta, alpha, and beta waves of individuals after using the Jojo and Istak brands and also in theta waves after using the Alis, Delster, and Heyday brands (sig>0.05). However, there was a significant difference in alpha and beta waves in individuals using Alis, Delster, and Heyday (sig<0.05).

In recent decades, consumer markets have faced the challenges of increasing brand convergence, a lack of understanding of the differences between competing offerings, and the reduction of switching costs. This has revised traditional customer-oriented practices inevitably and forces organizations to struggle to find and implement a component beyond technical requirements. Customer experience as one of the most promising management approaches is a new solution to facing these challenges. The purpose of this study is to identify factors on the cognitive, emotional, and behavioral experiences in pre-purchase touch points and determine which of the experimental strategies leads to exceeding the standards and expectations of customers. The current research is planned with a mixed approach and in the form of two consecutive processes. In the first phase, the factors affecting the pre-purchase experiences of customers have been identified through the synthesis of existing literature and studies. For this purpose, 1268 articles focusing on customer experience were reduced to 26 final studies in the screening process. In the second phase, relying on the combined approach of graph theory (matrix permanents), the governing internal relationships between the research components and measuring their importance levels were determined. To achieve this purpose, according to the value judgment of the evaluator group (selected from the statistical population of handicrafts customers), the type of governing relationships between the research components at the sub-system level has been determined and then, the hypothetical values and the degree of proximity of each factor to the limit is evaluated. The results indicate that the five main components of promotional actions, information, product, brand, and social interactions can effectively guide customers' pre-purchase experiences. The results of the analysis of the internal relations of the graphs show that among the mentioned components, social interactions (with a coefficient of 0.482 close to the ideal hypothetical value) have the highest level of importance in the industry of traditional and handicraft arts.

Today, it is essential for companies to create a memorable and positive experience for customers in the VUCA environment. The purpose of this research is to design a model of the actual online shopping experience of digital goods customers in VUCA conditions. This research is a basic and applied study in terms of its purpose. In terms of the method, this cross-sectional study is qualitative exploratory and descriptive using an inductive approach and the phenomenological method. The statistical population consisted of 10 digital goods customers in Tehran, who bought digital goods during the period of December 2022 to March 2022 and were sampled in a purposeful and judgmental way. The validity of the interview was approved by face validity. To check the validity of the coding process, the method of continuous engagement and participation with research members and triangulation was used. Regarding the reliability of the interviews, the test-retest reliability method was used, which was 73.26%. In this research, 144 compiled meanings and then 53 sub-themes were categorized in line with the final clustering in the four main themes of VUCA including volatility, uncertainty, complexity, and ambiguity. The results showed that frequent changes in prices, exchange rates, and other factors can cause doubts and tension for customers and lead to negative experiences. By implementing price stability, providing complete information, and other ways of working, the online shopping experience of Digikala customers can be improved.

Consumers are more willing to use natural personal care products, but fake news has made them wary of purchasing these products. This research used the SOBC approach to investigate the effects of perceived risks and perceived benefits on consumer purchase intention, which is stimulated by openness to change. It also aims to examine the behavior of consumers who intend to purchase by believing and acting on fake news. The research is applied in terms of purpose and descriptive-survey in terms of data collection. The statistical population of the research is all the customers of personal care products in the city of Isfahan who were selected using the convenience sampling method. To measure the openness to change, Claudy et al. (2015) and Wang et al.’s (2008) questionnaire was used. To measure the perceived benefits and risks, purchase intention, and brand trust, Westaby’s (2005) questionnaire, Shaharudin et al.’s (2010) questionnaire, and Chaudhuri and Holbrook’s (2001) questionnaire were used. An online survey was used with 384 respondents. The reliability of the questionnaires was checked through Cronbach's alpha and CR index. Divergent and convergent methods were used to check their validity. Structural equation modeling and SMART-PLS4 software were used to test the hypotheses. Findings showed that openness to change is related to perceived benefits and risks. Furthermore, the association of perceived benefits and risks with purchase intention, which in turn is related to the tendency to believe and act on fake news, was confirmed. Also, the moderating effect of brand trust on the relationship between purchase intention and acting on fake news was confirmed.

E-businesses are expanding in the society. The insurance industry should increase its information in the field of digital marketing of E-businesses. The present study aims to identify the dimensions of digital marketing of E-businesses in Iran's insurance industry. This research is applied and descriptive survey in terms of purpose and method. The statistical population in the factor analysis section includes insurance industry experts across the country and the AHP section includes experts in this industry. In the factor analysis section, 384 samples were selected by using the simple sampling method, and in the AHP section, 10 experts were selected as the sample. The tool of the field study is a questionnaire. To check the validity of the questionnaire, the content, and its reliability, Cronbach's Alpha was used. In the present research, first, digital marketing indicators of E-businesses of the insurance industry have been extracted from the literature review. Then, to identify the digital marketing dimensions of E-businesses in the insurance industry, the exploratory factor analysis method was used. The confirmatory factor analysis method was used to confirm the identified dimensions and the AHP technique was used to rank them. The identified dimensions include the organization's digital organization, marketing research, and customer-related factors. The results of the AHP technique showed that SMS advertising, environmental advertising, and customer communication have been the top three indicators.