مجله مدیریت بازاریابی
پیاپی 9 (پاییز و زمستان 1389)

A manager’s role in strategic planning and decision making depends on his or her way of thinking. Strategic planning frameworks only provide questions to be answered; the answers depend on executives’ methodologies for decision making. Strategic thinking plays a critical role in today’s business survival. This paper defines several factors that impact on strategic thinking: system view, personal factors, organizational factors, and intuitional factors. Each of developed constructs affects strategic thinking, which can be improved based on this survey results.

Recently, the concept of customer value has drawn increasing attention as a measure of business performance. Customer value focuses on consumer purchase decision making. Markets and companies need to understand consumer behavior becomes more than ever before.The present study tests a modified customer value theory in mobile cell companies. Some factors effectively stimulate the behavioral intentions. A survey was distributed to students at Islamic Azad University.The results show that three is a significant relationship between brand class and perceived quality. Perceived quality and customer value plus purchase intention has an indirect significant relationship between price and price fairness, and customer value and price, customer value and search intention.

Cell phone service providers are one of the most important services industries. Considering the competitive and growing market, and the fact that the cost of gaining a new customer is much more than keeping one, understanding the elements of customer retention is essential for cell phone service providers. Based on the work of Richarme (2007), this paper presents a survey that examines the variables of customer retention, including customer satisfaction, brand switching barriers, and affect. The results are based on a survey which was conducted during the late summer and early fall of 1388 in the cell phone and SIM card trade center of Tehran. The statistical population is the people of Tehran, and the statistical sample is those who were in the aforementioned place having the intent to change. The results of this research demonstrate the existence of meaningful relations among all variables. It is suggested to providers use the results of this work to analyze customer behavior and set their marketing plans accordingly. The results may be used in other services industries.

This research investigates different factors which influence the formation of consumer attitudes towards e-banking.Coefficient of correlation and SEM methods were used to study attitude formation; previous computer experience, previous technology experience, personal banking experience and reference group effects were influencing variables. The correlations among variables were significant, and the model had a suitable fit. It is expected that the results of this study will have practical and theoretical implications in the field of e banking and will also help in understanding and recognizing consumer behavior in this industry.

Decision support systems using data results are not widespread. Planning is established with full consciousness, and decisions are not taken under the terms of uncertainty, which leads to a lot of damage. Considering that, in many cases, there is a significant cost associated with collecting data to create a decision support system. Thus, there is a need for new methods that can provide information system requirements. In this regard, scientists have been able to use distribution techniques such as mega learning stage modeling. This technique two uses learning tools that include reverse distribution network and network. Using the recommended techniques and experiences can provide a very limited accurate forecast increase.

The purpose of this study is to empirically examine the interrelated relationship among brand orientation, brand re-positioning, brand performance and international marketing issues. Using Ho Yin Womg’s model, ten hypotheses were tested. The sample consisted of producers and exporters of saffron in Khorasan Razavi. Using structural equation modeling to analyze the data, only two hypotheses were accepted. The major values of this study are the establishment of the role of branding in international branding. Brand orientation has a significant impact on international branding strategy, and the marketing environment impacts brand repositioning.

What consumers know or think they know about product price levels is an important research area from both a societal as well as a marketing perspective. This study investigates objective and subjective price knowledge and the effects of price consciousness, price search behavior, purchase frequency, time availability, and perceived price dispersion on the two knowledge dimensions as well as the relationship between objective and subjective price knowledge. This paper uses a sample of 270 consumers of Shahrvand supermarkets in Tehran; data were collected from a questionnaire, and structural equation modeling was used for data analysis. Price search behavior and purchase frequency had positive effects on both subjective and objective price knowledge, but time availability had no significant effect on objective or subjective price knowledge mediated by effects on price search. Furthermore, perceived price dispersion had a negative effect on objective price knowledge. Price consciousness had a positive effect on both subjective and objective price knowledge mediated by effects on price search and purchase frequency, but price consciousness had no significant direct effect on subjective price knowledge. Finally, objective price knowledge had a positive direct effect on subjective price knowledge.

Much research has been conducted on the factors that are effective in meeting customer satisfaction customers loyalty. Customer loyalty is vital to business organizations, because it is more economical to keep existing customers than to attract new ones. After sale services is one of the best ways to maintain customer satisfaction. By applying QFD, we can meet customer requirements and change these factors into measurable technical features. This paper presents a desired planning model (ZOGP) which includes the relative degree of importance of features in after sales services with regard to analytical network process, degree of potential practicality, quality of services, reduction of expenses, and best use of equipment and resources in determining the technical features for after sales services, which is essential to be considered in the design and marketing stages. This model was tested for the Saipa car manufacturing company and showed practical use.

This study presents a thorough understanding of how relational sellin behavior, network quality, and service recovery indirectly influence ISP customer loyalty through satisfaction and trust and how prior IT experience moderates the above relationships in ISP service. ISPs are seeking customers by offering highly competitive packages. Undoubtedly, a focused approach to establishing the strengths and unique competitive edge of a company is essential for survival given the intense competition. ISPs must create a powerful relationship between Internet and user. Relationship quality is a general assessment of relationship strength and the extent to which a relationship meets the needs and expectations of the parties involved based on a history of successful or unsuccessful encounters or events. This research presents two models of relationship quality that evaluate the indirect influence of relational sellin behavior, network quality, and service recovery on ISP customer loyalty through satisfaction and trust and how prior IT experience moderates the above relationships in ISP services. Data was obtained from questionnaires distributed to ADSL customers of the largest ISP in Iran. The results found that relational selling behavior, network quality, and service recovery indirectly influence loyalty through relationship quality. The effects of relational selling behavior on satisfaction are stronger for inexperienced customers.